A Thousand Journeys

As JADE by Monica & Karishma turns 10, the designers share the story of the brand that celebrates Indian craftsmanship

- Chinmayee Manjunath

MONICA SHAH AND KARISHMA SWALI STARTED JADE because they wanted to offer the Indian bride a new aesthetic, placing the soul of India’s craft heritage in a global, modern context. As they celebrate the brand turning 10, they talk to Bazaar about their story so far, and how they plan to grow JADE.

It has been 10 years since you started JADE—how are you celebrating the occasion?

Monica Shah: We have been fascinated with hand-crafted fabrics since we were teenagers, and honed our skills in fashion while studying at St Martin’s, London [Monica] and National Institute of Fashion Technology [Karishma]. Bringing India’s rich heritage to the fore was why we started JADE. So, to celebrate our 10th year, we want to pay homage to our very crucial stakeholders—India, our eternal muse; our craftsmen, and the brides who choose us—by crafting a limited edition collection that captures the journey of JADE.

You have chosen to break your beautiful campaign with Bazaar with a shoot that highlights the brand’s evolution over the years. Can you tell us about the pieces that have been featured?

MS: This campaign is a reflection of the defining moments from our collections through the years, such as Gompas of Ladakh (2013), The Temples of Hoysala (2014), Videha’s Siya (2016), and Lasya (2017). These 10 pieces offer a panorama of how we have evolved to constantly push bridalwear away from the obvious clichés.