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What is the name of your brand and what does it stand for?
OMAANA JAIPURE --- meaning 'a woman' --- is a tribute to womanhood, her grace, strength and timeless style. Blending contemporary aesthetics with Indian heritage, each creation is designed for the modern woman who values both elegance and authenticity.
Rooted in Jaipur, Jaipure reflects purity and craftsmanship. Every garment is made from the finest homegrown fabrics, dyed using traditional techniques and crafted with an eye for detail.
Our designs celebrate minimalism and modern silhouettes while keeping the essence of Indian craft alive. With a simple, honest approach, we create pieces that are comfortable, versatile and effortlessly classic --- an ode to easy, thoughtful dressing.
When was it founded, and what inspired its beginning?
It was founded in 2013. Inspired by the forgotten beauty of India's pure textiles, we craft pieces that honour tradition, celebrate comfort, and embrace sustainability.
What makes your brand uniquely Indian?
What makes us uniquely Indian is our commitment to preserving the soul of our textile heritage---pure cotton, mulmul, and age-old hand techniques---while giving them a modern voice. Our designs marry traditional craftsmanship with contemporary cuts, creating clothing that is rooted in India's legacy yet shaped for the present. With sustainability at the heart of our process, we celebrate fabrics that breathe, silhouettes that flatter, and a culture that has always valued mindful, beautiful clothing.
Who is the founder? Please share a short personal introduction.
About the Founder -- Deepti Jain
At the heart of Omaana Jaipure is Deepti Jain, a designer with an innate sense of style, a love for craftsmanship, and a deep appreciation for timeless design. With her ability to beautifully merge tradition and contemporary aesthetics, Deepti has built Omaana Jaipure into a brand that embodies elegance, comfort, and conscious luxury.
Her journey in fashion began long before she officially launched the brand in 2013. Guided by a keen eye for detail and a passion for handcrafted textiles, Deepti envisioned a label that celebrates the beauty of Indian artistry while staying effortlessly modern.
Every creation at Omaana Jaipure reflects her thoughtful approach---balancing simplicity with sophistication, and tradition with modern ease. From handwoven fabrics to delicate embellishments, each piece tells a story of care, creativity, and craftsmanship.
For Deepti, fashion goes beyond trends---it's about emotion, identity, and self-expression. Through Omaana Jaipure, she continues to design with purpose, creating pieces that empower women to feel confident, beautiful, and authentically themselves.
"Fashion isn't just about what you wear, but how it makes you feel." -- Deepti Jain
What inspired you to start this brand?
The brand began with a desire to bring back what felt lost---authentic Indian fabrics like pure cotton and mulmul that once defined comfort, purity, and elegance. Everywhere we looked, fast fashion had replaced natural textiles, and very few were championing sustainable choices. We were inspired to change that. By blending heritage fabrics, traditional techniques, and contemporary cuts, we set out to create clothing that is gentle on the skin, mindful of the earth, and rooted in India's timeless textile culture.
Can you tell us about the team behind your label?
Our label is shaped by a passionate team that believes in thoughtful, responsible fashion. While our brand is women-oriented in its vision and design philosophy, we are powered by both talented women and dedicated men who work with equal heart and skill to bring our ideas to life.
Our design team, led by women, focuses on celebrating femininity through modern silhouettes crafted from heritage fabrics like cotton and mulmul. In production, our artisans and craftsmen --- both men and women --- use age-old techniques and meticulous hand-finishing to ensure every garment carries the soul of Indian craft. Supporting them, our marketing and creative team shares our story with authenticity, while our operations and management team ensures smooth, conscious production at every step.
Together, we are a united team driven by one purpose --- to create sustainable, heritage-rooted clothing that makes women feel confident, comfortable, and celebrated.
Do you work with local artisans, karigars, or craft communities?
Yes
What kinds of textiles, weaving, dyeing, or embroidery techniques does your brand use?
We work with pure cotton and mulmul fabrics, brought to life through traditional weaving, eco-friendly dyeing, and fine hand-embroidery techniques. By blending heritage craft with modern cuts, we create sustainable pieces that are breathable, elegant, and timeless.
Is there a story behind the craft you work with (e.g. regional heritage, a specific method)?
Yes --- the craft we work with is deeply connected to India's textile heritage. We draw inspiration from traditional handwoven cotton and mulmul, fabrics that once travelled the world as symbols of India's fine craftsmanship. By using age-old methods of weaving, dyeing, and hand-finishing, we aim to keep these regional skills alive while giving them a fresh, modern purpose for today's women.
Are the materials locally sourced or organic/natural?
Yes, our materials are locally sourced and natural. We primarily work with pure cotton and mulmul, chosen for their breathability, softness, and low environmental impact. By supporting local suppliers and using natural fabrics, we stay true to our commitment to sustainability and Indian craft.
How do sustainability, slow fashion, or ethical practices show up in your brand?
Sustainability and ethical practices are at the heart of our brand. We work with natural, locally sourced fabrics, support skilled artisans, and focus on slow, mindful production that values quality over quantity. Each piece is designed to last longer, reduce waste, and celebrate India's heritage craft, ensuring fashion that is responsible, timeless, and beautiful.
How do you approach production?
We follow a small-batch and made-to-order approach, ensuring careful attention to quality and detail. This allows us to minimize waste, support artisans, and create timeless pieces that are crafted sustainably, rather than mass-produced.
How would you describe your design philosophy or signature style?
Our design philosophy blends heritage craft with modern, free-spirited aesthetics. We primarily work with pure cotton and mulmul, often incorporating delicate gotta embroidery for a subtle, elegant touch. Our signature style celebrates comfort, femininity, and bohemian ease, creating pieces that are breathable, timeless, and effortlessly chic---perfect for women who love to honor tradition while embracing a contemporary, relaxed vibe.
Who is the muse or ideal wearer of your designs?
The muse for our designs is a confident, modern woman who values comfort, heritage, and individuality. She appreciates the softness of natural fabrics, the elegance of subtle gotta work, and the effortless charm of bohemian silhouettes. Our pieces are made for women who want to embrace tradition with a contemporary, free-spirited style, whether at home, at work, or in moments of celebration.
How do you blend tradition with contemporary fashion?
We blend tradition with contemporary fashion by reimagining heritage fabrics like cotton and mulmul and craft techniques such as gotta work in modern, wearable silhouettes. Our designs honor Indian craftsmanship while offering comfortable, versatile, and bohemian-inspired pieces that feel relevant for today's women---bringing the best of both worlds together in every garment.
What does Made in India or Born in India mean to you personally?
To us, "Made in India" or "Born in India" is a celebration of our rich textile heritage, skilled artisans, and timeless craftsmanship. It means creating clothing that is rooted in Indian tradition, from the fabrics we choose to the techniques we preserve, while giving them a modern, global appeal. It's about honoring our culture, supporting local communities, and crafting fashion that is authentic, sustainable, and proudly Indian.
Are there specific regions, traditions, or experiences that influence your work?
Yes, our work is deeply inspired by India's rich textile traditions and regional crafts. We draw from the heritage of handwoven cotton and mulmul, and incorporate techniques like gotta embroidery, which reflect the artistry of different regions. Beyond fabrics and crafts, our designs are influenced by the bohemian, free-spirited lifestyle, creating pieces that blend cultural authenticity with contemporary, wearable elegance for modern women.
What is your vision for the future of your brand?
Our vision is to celebrate India's heritage textiles and craftsmanship on a global stage. We aim to expand our presence internationally, sharing pure cotton, mulmul fabrics, and traditional techniques like gotta work with women around the world who value sustainability, comfort, and timeless design. At the same time, we want to continue supporting local artisans, promoting slow fashion, and creating pieces that honor tradition while feeling modern and universally wearable.
Any exciting launches, collaborations, or growth plans ahead?
We're very excited about our upcoming launches, including a special cocktail party dress that blends heritage fabrics with modern, celebratory silhouettes. Looking ahead, we also plan to explore more organic and natural fabrics, such as silk, to expand our sustainable offerings. Alongside these launches, we aim to collaborate with skilled artisans and designers, and continue growing our global presence, sharing Indian craftsmanship and slow-fashion principles with women everywhere.
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