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Slow fashion: Artisanal, Ethical, Natural and Recycled Materials


Artisanal, Équitable, Matières naturelles et recyclées

Discovering the masterful work of Rajasthan's artisans during my travels in India inspired me to share my passion for their timeless, handmade textiles and enduring traditions of craftsmanship.


But Aamraya is more than a passion project - it is, above all, a human story. A story that begins in rural villages with heritage artisans dedicated to traditional natural dyeing and hand-block printing and in vibrant market squares with secondhand sari sellers sitting amidst piles of colourful fabrics, before moving on to small-scale family-run ateliers where each article is a co-creation.


I am committed to working exclusively with talented and specialised artisans, traditional techniques and natural or recycled materials. Together, we bring these exquisite fabrics to life, designing pieces that highlight their unique skills. Our partnerships are built on friendship, mutual respect, trust, and an unwavering commitment to fair trade and sustainable development.


Each piece is truly unique. Any small irregularities you may notice are not flaws, but the mark of authentic handcraft - and living proof of the artistry, tradition, and individuality behind every creation.

The Spirit of Aamraya -
Sustainable by nature, timeless by design

Aamraya comes from the Sanskrit words Āmra — the mango tree, revered as the abode of the gods, a timeless symbol of abundance, shelter, unity and sustainability, and –aya which evokes a path, a movement, a way of being. The double 'a' at the beginning of the word slows the sound, deepens the root, and reminds us that true beauty cannot be rushed — it is nurtured, season by season, unfolding gracefully over time.



At Aamraya, we walk this slow and mindful path - one shaped by generations of Indian artisan families. A path where fashion is not fleeting but enduring, where values of fairness and sustainability are not trends but truths and where each piece carries the soul and stories of the hands that craft it.



Āmra, the mango tree, guides our journey. Under its generous branches, we bring together people from all walks of life around shared values of care, respect, and timeless beauty. Like the tree, which bears fruit without exhausting the land, we commit to the environment through natural materials, plant-based dyes and ethical craftsmanship. And, as strong roots firmly anchor the tree while its branches reach skywards, we draw strength from tradition to deliver contemporary, sustainable fashion.



Choosing Aamraya means joining this virtuous cycle. You support traditional craftsmanship, favour quality over excess, and help shape a cleaner, more thoughtful future. Just as the mango tree offers fruit and shade without asking in return, Aamraya delivers fashion that is beautiful and enduring, deeply Indian yet truly universal.

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Traditional Artisanal Techniques

Indian blockprinting is a fabric printing technique using hand-carved wooden blocks that has been handed down through generations. It needs extreme precision and patience. The motif is hand carved onto a wooden block about 25 cm long. The block is dipped in the dye and then applied to the fabric as many times as necessary to cover it, taking care to align the motif each time. This is repeated for each colour, one after the other, with a different block. The fabric is then rinsed to fix the colours and laid out to dry in the scorching sun of Rajasthan.



For Dabu blockprinting, or mud-printing, the block is covered with a black clay mixture which stops the colour from reaching the fabric, it is then dipped into vats of natural dyes often using indigo, pomegranate seeds and madder as natural colourants. Exact colours are rarely replicated; making each fabric colour unique. Sometimes the fabric is then block printed with natural dyes creating a beautiful, unique work of art.



Kantha is traditional embroidery using a simple running stitch. Originally from West Bengal and Bangladesh, this ancient artisanal technique was often used to make bed covers by recycling old fabric such as cotton saris.



Suzani hand embroidery techniques have been passed down through generations. Inspired by the traditional textile art of central Asia, each motif symbolises nature, protection and beauty.



Indian cutwork involves carefully hand-cutting fabric to create decorative patterns – often geometrical or floral – and then hand-sewing the cut edges to make beautiful soft furnishings. Real cutwork articles are rare, they come from the agricultural villages of Rajasthan and are only made during the short non-farming season, each piece is authentic and limited in production.

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