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July 20, 2024

Jade by Monica & Karishma launches a new concept store in Evoluzione, New Delhi

Jade launched in Mumbai, in 2008, at a time when Indian fashion designers and brands were still grappling with fusing classic styles and modern tailoring. But sisters-in-law founders Monica Shah and Karishma Swali’s high couture label had already mastered the art.

Ananya Malhotra, Monica Shah & Tina Malhotra

The duo’s two-decade-long journey in the fashion industry has had many ups. The recent being, Jade’s first concept store in Evoluzione, New Delhi, which also houses Ananya Fine Jewellery by Ananya Malhotra and houses The Initial Studio by Tarini Manchanda. Evoluzione also offers dresses from their new line of clothing, M&K Couture. M&K conceptualises bridal ensembles into unique styles, inspired by the eclectic Indian artistry.

The brand’s debut collection La Muse Mystique was displayed on the preview day. It puts together all the sartorial essentials for a wedding – embroidered jackets, A-line lehengas, sheath skirts, flattering saris, regal anarkalis, delicate gowns and Victorian blouses.

The colour palette doesn’t disappoint too. A versatile range of neutrals, pastels, luminescent and bold tones make a match for everyone and every occasion. Amongst hues of midnight green, coral rose, twilight purple, insignia blue, garnet red, lunar silver and more, the identical pattern of tone-on-tone reigns the mystique collection.

Garnet Red gown with baroque motifs / Jade

Diving into the techniques, the eye-catching Ek Taar hand embroidery intricately woven with a single thread on the outfits is a winner. Without a doubt, the fine craftsmanship and use of exquisite kaarigari shines on every piece. Ek Taar plays a significant role in making of the local customary wedding trousseaus in Kashmir and Kutch.

“We are really excited to present M&K Couture in New Delhi, a market where we’ve always had a loyal following. This concept store will showcase all our couture and bridal collections, offering discerning customers an opportunity to indulge in truly luxurious, handcrafted fashion for special occasions and weddings,” says Shah.

Pratishtha Rana


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