Founded in 1998 by Jyotika Jhalani, Janavi is a brand inspired by nature, love, beauty, and energy. Taking India to the world, the global brand is an ode to Kashmiri embroidery and craftspeople. Recognised for its old-world charm, bold use of colour, whimsical motifs, embellishments and techniques, Janavi is available all across the globe. With each of their collaborations, mythical beings and talismans alike have come to life on soft woven wool and cashmere. Each piece envelopes the wearer in warmth, artistic expression, and grace. Their new collection, Lightly, is inspired by the lightness of being, movement, and performance. The collection champions the dying craft of cashmere embroidery, as Jyotika has taken inspiration from performers of ballet and their fluid movements. We’re in conversation with the founder, who tells us about her process and more.
How do you think Janavi has evolved since you started out?
Janavi is an ode to luxurious cashmere rooted in Indian craftsmanship. The story of Janavi is about a woman who wanted to redefine artisanship for the world, while showcasing the quality of a product and taking it to the heights of a global brand. We are bringing the world together through wearable pieces of art. For us, layering and the multiple ways of showcasing cashmere are all with the singular goal of making our clientele feel comfortable and fashionable in a Janavi creation, while embracing their own identity.
What were some of your initial thoughts about Lightly?
Lightly is a collection that has been inspired by almost every mood of mine. Because every morning when I wake up, and I think of the sun shining, I feel the sparkles, lightly! The pitter-patter of the rain, lightly; I see smiles of children, lightly; and when I see my little grandson racing in to hug me, that too is felt lightly. The collection is filled with warmth, colours, and hues that are very wintery, yet it all feels so fresh and whimsical.
What did you wish for the audience to take away from this collection?
Life has to be taken lightly. It is called Lightly because it embodies the spirit of the magic that was created by each artisan involved in the making of the collection. Our latest collection is wrapped up in cashmere and merino wool, with lighter frills of organza and silk. This season is one of celebration. Therefore, there is an involvement of a lot of deep hues of burgundy, indigo and gunmetal with crystal, metallic beads and threads, sometimes garlanded with Chantilly lace. There is a reason why I was inspired to use ballerinas to shoot this collection. I wanted this collection to be a symphony of dance and music.
Take us through your creative process.
Our process is pretty simple. I think what we talk about is great designs and great quality. We constantly keep evolving with our design philosophy, which doesn’t only follow trends. I don't follow colour palettes that are given by any particular trending forecast, it’s all about what feels good to me and comes to me naturally.
With each piece that we create, we kind of put a stamp of authenticity of designs being created by artisans, who have been trained over generations in a country that has not been given its due. I think a lot about the heritage of our country, our arts, and that is what we try to involve in the creative process, even though I come from Kashmir where there is a beautiful story, yet to be told.
Finally, what's keeping you busy right now?
Right now, I am in London for a Janavi pop-up. What we are planning is a big 2023 launch, since it is our twenty-five years and we want to keep it a surprise for now.
Date 13-12-2022