Rooh means “soul” in Urdu - a word that captures the heartbeat of our brand.

Born from Smriti’s upbringing in New Delhi, Rooh London is a celebration of colour, craft, and India’s centuries-old artisan traditions.

Our collections are made slowly, in small batches, by artisans who bring generations of skill to every stitch and print. From clothing and accessories to heirloom-style quilts, each piece carries a story meant to be treasured.

By choosing Rooh, you help sustain artisan communities and preserve the craft traditions that make these pieces possible.