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In a world where high fashion is on the rise, traditional, handcrafted pieces continue to hold relevance through designs that carry stories, time-honoured craftsmanship, and culturally rich embroideries. Founded in 1998 by designer Sonia K Mahajan, DAREAAB is more than a fashion label, it is a tribute to Kashmir’s rich cultural legacy, reimagined through the lens of modern design. With a deep-rooted commitment to reviving traditional crafts and empowering artisans from the Kashmir Valley, DAREAAB seamlessly blends age-old embroidery techniques with contemporary elements, resulting in heirlooms for today's discerning women.
At the heart of the brand lies an unwavering dedication to craftsmanship and culture. Mahajan’s vision from the very beginning was clear: to preserve the essence of Kashmiri artistry while elevating it for a modern wardrobe. Over the years, DAREAAB has become synonymous with intricately handcrafted saris, kurtas, anarkalis, Dogri dresses, and luxurious kani and jamewar shawls. These pieces, often taking months or even years to create, stand as a testament to the precision and passion of the artisans behind them.
The brand’s clientele includes royal families, business leaders, and contemporary women who value elegance over trend. DAREAAB’s bridal offerings marry heritage with innovation. Collections such as Toshtkhana, named after the Persian word for “treasure house”, draw inspiration from the Mughal era, showcasing hand-drawn motifs, detailed zardozi borders, and brocade accents on modern textiles. These are not merely garments; they are stories woven in thread.
The modern DAREAAB woman is rooted in tradition but embraces reinvention. She finds sentiment in her grandmother’s heirlooms while curating her own, be it in the form of pashmina, velvet, or soft georgette saris that speak to her unique sensibility.
As it continues to evolve, DAREAAB remains deeply committed to slow fashion, sustainability, and the preservation of cultural storytelling. Each piece is designed to transcend time, crafted to be cherished, passed on, and remembered.
For more information about their collection, visit their website and follow their journey on Instagram.
