Designer Jeevika Choudhary launches her eponymous label with Zardosi, Rooh collections

The Zardosi collection features wedding wear made with hand-embroidery while Rooh will offer simple festive wear designs.

Commenting on the launch, Jeevika Choudhary, founder creative director in a statement said, “We are incredibly excited to launch Jeevika Choudhary, a brand that blends the rich cultural heritage of India with contemporary aesthetics. Our mission is to create designs that resonate with the modern woman while staying true to our roots of traditional craftsmanship. This is the beginning of an exciting journey, and I’m thrilled to share it with everyone.”

The brand claims that the collections have been made using 100 percent pure materials. The collection priced between Rs 30,000 ($370) to Rs 1,00,000 will be available for purchase on the brand’s website and social media platforms.