The Atelier
27 years of
Indian craft.
Priyaa Label was founded in 1999. Now based in Mumbai, the atelier has spent twenty-seven years 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.
The craft is not decorative. It is the point.
27
Years of practice
Founded 1999. Twenty-seven years of placing stitch into cloth — same craft, same hands, longer journey.
60+
Signature pieces
Every style named — never numbered. Farah. Jasmine. Fatima. Each one an introduction, each one a woman entering a room.
FDCI
Member
Fashion Design Council of India — recognised for craft-led design practice.