A transformative chapter in luxury Indian fashion is poised to begin in Surrey with the opening of Art of Thread. This opulent store promises to redefine the traditional Indian attire shopping experience for the community that has long yearned for accessible, handcrafted elegance without the need to journey back to India. Sandeep Kaur Chohan, the visionary founder and designer, is set to bring her long-cherished dream to life in June, offering a collection that speaks directly to the soul of luxury and craftsmanship.
Sandeep's initial foray into the fashion world began at Fabric Land, where her innate talents quickly became evident. Colleagues and customers recognized her exceptional flair for colour coordination, skillful draping techniques, and deep understanding of fabrics. These early experiences sparked a lifelong passion, leading Sandeep to design exquisite outfits for herself and her two daughters. Her creations, celebrated for their elegance and individuality, captured the admiration of all who saw them. This profound connection with textiles has led her to create a sanctuary for luxury Indian wear right in Surrey, eliminating the community's need to travel overseas for authentic, luxurious outfits.
"Art of Thread is not just a store; it's a realm where each thread weaves a story of heritage and exclusivity," Sandeep shares. "Our mission is to make everyone who wears our creations feel like royalty, embodying the opulence and grandeur of our meticulously crafted pieces. It's my passion project, a tribute to the art shaping my vision and life."
At Art of Thread, each garment is a testament to the uniqueness and rarity that define true luxury. These pieces are designed to become cherished heirlooms passed down through generations. The backbone of its inventory is its commitment to craftsmanship. Sandeep has collaborated with artisans from India, including those specializing in Lucknowi Chikankari, Bandhani, and intricate Benarasi work. "We are bringing the best of India's artistic traditions under one roof. For instance, our Rangkaath dupattas are crafted by some of the last remaining maestros of this age-old art. Owning one is like owning a piece of history," explains Sandeep.
Beyond providing luxury, Art of Thread aims to highlight and preserve the traditional skills of Indian kaarigars (artisans). These artisans, often overshadowed by the rapid pace of machine-made fashion, will find their stories and processes showcased through Art of Thread's robust social media presence and a special documentary. This initiative not only celebrates their craftsmanship but also sustainably supports their livelihoods.
The essence of Art of Thread lies in its dual commitment to affordability and luxury. Sandeep's design philosophy marries the opulence of traditional Indian attire with the practicalities of modern aesthetics, all while ensuring that the artisans receive fair compensation for their irreplaceable skill. "We are setting our prices to simply cover costs, ensuring fair pay for our artisans and the sustainability of our store. Every piece sold here carries the weight of our love for art, not the burden of profit," she asserts.
The store itself is crafted to reflect the luxury of its offerings. Designed to be a tranquil yet grand space, it welcomes everyone to experience the richness of fabrics and designs curated with the utmost care and respect for tradition. Here, customers can also create custom outfits tailored to reflect their personal style and heritage.
As Art of Thread prepares to open its doors, it promises to be more than just a store—it will be a cultural landmark for Surrey, offering a piece of their heritage beautifully woven into the fabric of their daily lives. This initiative not only fills a crucial gap in the local luxury market but also deeply enriches the community it aims to serve, ensuring that the art of thread continues to inspire and awe for generations to come.