The Atelier
Twenty-five years of
Indian craft.
Priyaa Label was founded in 1999. Now based in Mumbai, the atelier has spent a quarter-century doing one thing: placing the most painstaking embroidery by hand, piece by piece, until the cloth carries memory.
The techniques have not changed. Zardozi — gold and silver wire drawn through silk. Gota Patti — ribbon appliqué placed edge by edge. Aari — a hook needle that pulls thread in a single continuous arc. Dori — cord laid precisely against the grain. Dhaage Ka Kaam — counted thread that builds a surface stitch by stitch.
Each garment leaves Mumbai with six karigar names sewn inside the hem. The craft is not decorative. It is the point.
25
Years of practice
Founded 1999. A quarter-century of placing stitch into cloth — same craft, same hands, longer journey.
6
Named hands, every garment
Six karigar names sewn into the inside hem of every piece. None of them anonymous.
70+
Signature pieces
Every style named — never numbered. Farah. Jasmine. Fatima. Each one an introduction, each one a woman entering a room.
FDCI
Member, founding cohort
Fashion Design Council of India — recognised since the founding cohort for craft-led design practice.