Discover Our Fashion Journey

ABOUT US

JASU.B

Rooted in the vibrant heart of Kutch, Gujarat, Jasu.b embodies the colourful essence of joy and the timeless beauty of handcrafted traditions. As a proud Gujarati family, we specialise in creating distinctive style statements seamlessly blending heritage with contemporary design. For years, we have breathed new life into traditional craftsmanship, incorporating detailed appliqué work, intricate stitching, and a rich array of Indian textiles — including handwoven khadi, handblock prints like ajrakh, batik, dabu, and bandhej — each piece thoughtfully crafted to reflect both cultural richness and modern elegance.

Each collection we create is thoughtfully designed, merging age-old artistry with the simplicity and elegance suited for today’s lifestyle. We celebrate the art of slow, mindful creation, where every piece carries the wisdom of generations and the warmth of human hands. Our work brings forth heritage's raw, uncomplicated charm, reviving timeless designs with a contemporary soul.

At the heart of our journey is a deep celebration of heritage craftsmanship, motherhood, and timeless beauty. We create soulful designs that honour tradition, connect generations, and preserve culture for the future. Each piece is more than just a product — it’s a legacy of love, care, and connection.

With every thread, colour, and weave, we invite you to bring home a piece of art that’s as meaningful as it is beautiful — a true celebration of history, heart, and home.

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OUR VISION

Our vision is to preserve and revive the rich legacy of traditional handwork embroidery and art, a craft passed down from our grandmothers. As this timeless heritage slowly fades, we are dedicated to ensuring its beauty and craftsmanship reach every home, inspiring future generations.

We are committed to providing steady work for artisans across India, helping them preserve and showcase their craft. By collaborating with artisans from various regions, we highlight their unique skills and revitalise forgotten art forms.

Our partnerships are focused on supporting these artisans and improving their livelihoods. The income they earn helps them and their families live better lives while also preserving traditional techniques.

We aim to connect timeless craftsmanship with modern living, ensuring these art forms continue to thrive for generations to come.

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OUR TEAM

We are a passionate team of experts from diverse fields, including design, marketing, finance, operations, and craft. Together, we work to create a collection of handmade creations that celebrate India’s rich heritage.

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JOIN OUR JOURNEY, CREATE IMPACT

With every purchase, you help us advance towards a more ethical, circular fashion future while supporting the revival of ancient crafts that are on the brink of disappearing.

A TRULY GREAT DESIGN BEGINS WITH A STORY THAT MOVES US.

Krutika Joshi (Founder)

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