Meet the Founder
Welcome to Rooh! I’m Smriti, the heart behind this small, family-run business based in London, but deeply rooted in the vibrant culture of India. I grew up in New Delhi, surrounded by the rich tapestry of sights, sounds, and aromas that define India. No matter where life has taken me, I’ve always carried a piece of India with me—whether it’s through the intricate handicrafts in my home, the joy of celebrating Indian festivals, or the bedtime stories I share with my boys.
Rooh, which beautifully translates to 'soul' in Hindi, is my way of keeping this connection to my heritage alive. Through Rooh, I’m excited to share with you a piece of my culture that’s so close to my heart.
Inspired by my entrepreneurial parents and a childhood steeped in the beauty of block printing, I launched Rooh in 2022. My goal? To bring a touch of my home to yours. Our collection is a celebration of India’s rich heritage, featuring a range of prints that blend the traditional with the contemporary—from classic paisleys to modern geometric designs. If there’s one thing we love at Rooh, it’s colour! Just like India’s vibrant culture and people, our products are a burst of brightness and joy.
Every piece in our collection is handcrafted by skilled artisans, many of whom have honed their craft through generations. This dedication ensures that each item is made ethically and sustainably, with a focus on bringing warmth, personality, and the beauty of Indian artistry into your space. I’m proud to collaborate with small, family-run businesses in India to bring these creations to life. From initial sketches to the final product, I’m involved in every step of the process. I also make regular trips back to India—giving me the chance to see family and spend time with our production partners and the talented artisans who bring Rooh’s designs to life. These visits are filled with shared cups of tea, laughter, and the creation of wonderful memories.
My collection is a heartfelt tribute to the India I grew up with and a reflection of what I’d love to have in my own home and wardrobe. Thank you for choosing Rooh. I hope you find something here that you love!
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Warm regards,Smriti x
