A Note From Our Founder

Rooh was born from a longing - to bring a part of India into my everyday, even while building a life abroad.

I grew up in New Delhi, where colour, craft, and tradition filled every corner of life. Festivals spilled into streets, textiles brightened our home, and artistry wasn’t something you watched - it was something you lived. Those details became part of me, the threads I carried across oceans.

My parents were entrepreneurs, and growing up among cardboard boxes and factory visits taught me that building something meaningful takes grit, patience, and heart.

At eighteen, I left India to study in the US - before social media, when calls were expensive and distance felt immense. The further I moved, the more I missed every shade, sound, and story of home. Those colours and rituals weren’t just familiar - they were essential.

As life unfolded - a career, a home, motherhood - I held those memories close and passed them on to my boys. Rooh was always a quiet dream, until redundancy from my corporate career gave me space to pause and bring it to life.

Rooh London became a bridge between where I came from and where I am now - a way to share the beauty of heritage craft in a modern world. Each piece is hand-crafted by artisans, made slowly and with soul, celebrating the traditions I grew up with.

“Rooh,” meaning soul in Hindi and Urdu, captures what this brand is - the India I carry in my heart, stitched into every design. In a world that moves too fast, Rooh is a reminder of what endures: craft over convenience, meaning over trend, connection over noise.

I hope when you explore our collection, you feel that story - and find something that brings warmth, colour, and soul into your own home.

With love,

Smriti x