From Delhi to London

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, surrounded by colour, textiles, and craft. It wasn’t something you observed - 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.

As I built a life abroad - from studying in the US at eighteen to navigating career, motherhood, and eventually redundancy - Rooh remained a quiet idea. Creating it became a way to reconnect with home, and to share that feeling with others.

The idea behind Rooh

Rooh London is a bridge between where I come from and where I am today - where heritage craft meets modern living.

Today, I create small-batch collections, handcrafted with artisan partners in India. Each piece is made slowly, celebrating traditional techniques and designed to bring colour and warmth into everyday life.

“Rooh,” meaning soul, captures exactly that - the spirit of India I carry in my heart, stitched into every design.

I hope you find something here you truly love.

With love,
Smriti x