Designer Brand Label Aishwaryrika is revolutionising the art of Awadh – Chikankari2 min read
New Delhi, December 07: Established in the year 2019 by Aishwaryrika Singh, Label Aishwaryrika is an ethnic wear brand that is at the vanguard of reimagining the world-renowned traditional Lucknowi hand embroidery of Chikankari.
A brand that has won critical and commercial recognition, Label Aishwaryrika stands for the embroidery of Awadh and its legendary craftsmen and craftswomen.
The striking colour palettes across all collections teamed with the contemporary silhouettes have helped this brand become India’s leading seller of authentic, hand-embroidered Chikankari, thus revolutionizing the Chikankari market.
With an annual turnover of INR 5 crore ($6,15,000), this brand continues to grow phenomenally, not only through its organic reach but also through e-commerce platforms like Nykaa Fashion and multiple multi-designer platforms such as Aza, Ogaan India, Pernia’s Pop-Up Shop, etc.
Label Aishwaryrika has maintained its influence over the last 3 years with celebrities like Janhvi Kapoor, Nora Fatehi, Shanaya Kapoor, Mrunal Thakur, and many more distinguished actors. The social media presence of the brand is rapidly growing, with about 200,000 Instagram followers.
The brand is now an influencer favourite with influencers & TV actresses such as Jannat Zubair (45M IG followers), Shivangi Joshi (7.6M IG followers), Tina Datta (3.2M IG followers), Nikki Tamboli (3.6M IG followers), Nagma Mirajkar (8.3M IG followers) etc. wearing the Label on multiple occasions throughout the year. The Label has also been featured in music videos and Bollywood movies, with its most recent project being with T-series and upcoming projects with Cine Studios, Dharma Productions, and Salman Khan Films.
Label Aishwaryrika now plans on expanding its online and offline presence in FY 2023. Soon launching on the e-commerce fashion giant Myntra, the Label will also be seen in stores at Nykaa Fashion across the country, starting with the upcoming Nykaa Fashion store in Indiranagar, Bengaluru, Karnataka.
Semi-annual exhibitions in India, Canada, the UK, and the USA are also on the cards for Label Aishwaryrika in the coming year, since this year Label Aishwaryrika has witnessed a jump in its global sales and customer base in the US, UK, Canada, Dubai, Qatar, Mauritius, Singapore, Malaysia, Australia, and a few others. Overall, the Label delivers to around 50 countries globally.
Today, Label Aishwaryrika has nearly 1000 artisans creating traditional hand-embroidered pieces, including over 80 full-time employees. The Label also takes up the task of providing free training to women artisans who hail from and around rural areas of Lucknow. This ensures that these women are masters in this skill set and also helps them find suitable employment.
With its love and passion for hand embroidery and ‘Make-in-India’, Label Aishwaryrika prevails as a customer-loving, celebrity favourite and the ace Chikankari brand in India.
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