insight

Embrace simplicity; embrace “something new with something old”

“Jayati Goenka” the label invites you to feel the essence of Indian crafts in an off-beat novel look. We here believe in offering comfort with a raw sense of style via centuries old handicrafts that existed, survived and now act as a quotient to provide a much-needed uniqueness in this mechanical world. We work towards this majorly by the means of the beautiful craft of hand- printing and dyeing of Rajasthan. As it is with Indian traditional aesthetics, that anything that is beautiful outside should be beautiful inside we continue this tradition by giving each detailing, choose each colour play, place each pocket, each cut, and each stitch with a significance in mind. Breaking the norms of conventional exaggeration we strive to present you radical comfort.

The brand was founded by Jayati Goenka, a fashion design graduate from Pearl Academy of Fashion, Jaipur. Captivated by the culture, craftsmanship and architecture of Rajasthan, she enjoys studying local art-crafts and textiles of the place and aspires to act as a bridge between the neighbourhood crafts and modern day aesthetics.

She did her début show “Traveller of life” with Jabong Online fashion week, SS’15 which was inspired from the walls and architecture of ‘Pink City’, Jaipur.

She’s also involved in her parental company, Shivam Overseas, Jaipur which is a Manufacturer and Exporter of Textile Made-ups, Garments & Handicrafts.

brand philosophy

"Jayati Goenka", the label’s vision is to evoke a sense of style with substance by using various Indian textile crafts and intrinsic clever silhouettes. Each piece is consciously designed to express the fine details of a culture and blend it with elements from an entirely different society in a unique and functional way .The brand majorly endorses the beautiful craft of hand- printing and dyeing of Rajasthan & offers offbeat cosy cuts detailed very thoughtfully, moving past the conventional motifs and ornate look. Embrace simplicity; embrace "something new with something old"