A Note From Our Founder

Rooh was born from a longing - to keep a part of India alive in my everyday, even while building a home and life in London.

I grew up in New Delhi, where colour, craft, and tradition were inseparable from daily life. Days unfolded in vibrant prints and handmade treasures. Festivals spilled into the streets, beautiful textiles brightened every corner, and artistry was something you lived with, not looked at from afar. Those details became part of me - and they are the threads I’ve carried across oceans.

When I became a mother, the pull towards those roots deepened. I wanted my boys to know the stories of home: the joy of celebration, the warmth of tradition, the beauty of things made slowly and with soul. And so, when I was made redundant from my corporate job in 2022, Rooh - meaning “soul” - took shape.

Rooh is my way of passing on that spirit - not just to my boys, but to anyone who loves pieces made with heart. Every design begins as an idea tied to memory: the cool breath of mulmul cotton in hot Indian summers, the geometry of Mughal arches I once walked past daily, the colours of summer holidays spent in Kashmir. From there, it takes shape in the hands of artisans whose families have honed these crafts for generations. These are not factories, but small family workshops - and every stitch, every print, every tassel tells a story of skill, pride, and patience.

I started Rooh London with a simple idea: to bring the richness of Indian craft into everyday life in a way that feels timeless, joyful, and deeply personal. From sleepwear and dresses to quilts and accessories, each piece is designed to be lived in, loved, and passed on.

This is more than a business to me - it’s a tribute to the India I carry in my heart: vibrant, soulful, and timeless.

I hope when you explore our collection, you’ll find not just something beautiful, but something that speaks to your own story too.

With love,
Smriti