Co-founder of the label Rhua, Ritu Lekhi tells us that she has possessed a creative streak for a long time. As someone who found herself inclined towards the arts and design, she initially went on to pursue a degree in Interior Design. It was her deep rooted fascination with handwoven fabrics and colours that led her to make the shift towards fashion. A minimalist by nature, Ritu's intent has always been to highlight handwoven fabrics with intricate embroidery. Completely handcrafted, Rhua’s garments incorporate embroidery, adding not only an old world charm but also finesse to their designs. Get to know more about the label below from Shruti Bhandurge, the other half of the label:
The Label
We’re a homegrown brand founded by a mother-in-law and daughter-in-law duo. Ritu Lekhi, a fashion designer, had a vision to create a handcrafted and affordable luxury ensemble line. Her design language is sophisticated yet regal, sensitive yet bold, subtle and intricate. Her vision came to life when I joined hands and gave it a brand. Rohan Lekhi further brought in the business and financial expertise to expand Rhua. The team of three now continue to expand Rhua with each handling designing, marketing and finance, respectively. We’re an Indian affordable luxury brand with timeless ensembles for every celebration. Our signature is the harmony of intricate handcrafted embroidery, subtle colours, and simple yet sophisticated designs.
The Inspiration
Rhua is inspired by the beauty of simplicity and detailing to create timeless ensembles for celebrations. The ensembles are an amalgamation of heritage and modern simplicity, an ideal heirloom gift for brides today.
Gap in the Market
The nature of weddings, as we observe today, has moved to an intimate setting. Brides today are aware, more expressive and often seen challenging the traditional look. So there is potential for new colours, patterns, and even choice of ensemble. With quite a few weddings progressing towards intimate gatherings, brides are opting for simple and sophisticated attires. Our recently launched bridal collection is an array of ensembles for the bridal trousseau, designed with harmonious colours. Myriad chanderi silk, Banarasi silk tissue and organza compositions have been paired to achieve a sophisticated look. The sheen of the fabrics glisten to perfectly highlight the subtle and intricate handcrafted embroidery.
Text Unnati Saini
Date 12-07-2022