“Every JADE ensemble is the celebration of a woman’s individuality. Their feminist spirit is at the heart of all that we do. With every creation, Karishma and I seek to celebrate not just India’s artisanal excellence, but also the beauty and spirit of femininity,” says co-designer Monica Shah.
At Indian weddings, the bridal attire is undoubtedly associated with glamour and flamboyance; the sole objective of this dreamy outfit is to make every head turn towards the bride as she enters the room. However, it often becomes an arduous task for the bride to actually enjoy her big day decked up in the usually heavy ensemble. Keeping this in mind, JADE by Monica & Karishma — a renowned fashion brand that over the years has redefined the bridal couture in India with its avant-garde and ethereal designs, has come up with their latest bridal collection — A Summer Memoir.
With masterfully hand-crafted gorgeous pieces that primarily pay attention to comfort, functionality and ease of movement, without compromising on the glamour quotient – A Summer Memoir is indeed a perfect wardrobe for the millennial bride.
“For bridal-wear, it’s quite light, breezy and unconventional in terms of silhouettes and colours. But at the same time, the glam quotient is maintained to suit Indian wedding sensibilities. We have used one of a kind handcrafted technique to create intricately detailed organza pieces. I think the fact that these pieces are versatile and a fresh break from the usual, is what makes the collection stand out,” says couturier Monica Shah of the label JADE by Monica & Karishma.
Comprising of a series of mesmerizing lehengas, gowns, dresses and more — the collection explores the bond the bride shares with her near and dear ones. For the designer duo — Monica Shah and Karishma Swali, the intricate detailing on the outfits represents the complex emotions the bride holds in her heart. Commenting about the idea behind the collection, Monica says, “In many ways, our own experiences from witnessing and being a part of our favourite cousin’s or a best friend’s wedding have shaped this collection. Through these handcrafted ensembles, we explore the emotions, the precious little moments and the bonds the bride shares with her closest ones.” She further adds, “For us, bridal ensembles are not just garments, but companions and storytellers. They carry memories of perhaps the most special time in our lives. And we hope that these pieces do the same for bridal and bridal parties everywhere.”
Inspired by and crafted for intimate weddings, the surreal collection beautifully celebrates the many emotions and facets of a bride. “We wanted to create these light, ethereal pieces that not only suited the occasion but also put the bride at ease, and allowed her to completely revel in the moments without being held back by ensembles that feels heavy and restrictive,” explains the co-designer.
A beautiful confluence of traditional and contemporary, A Summer Memoir also stands out because of its refreshing and unique colour palette. “We have used very summery, spring garden-inspired colours such as Aegean Blue, Moss Green, Ivory White, Fuchsia Pink, Dusty Rose, Soft Beige. The palette is unique and takes a break from what we see traditionally. Because these are unique times, and the brides of today are very unique and individualistic. So, a diverse palette offers something for every personality, every feeling and every occasion,” says Monica.
Ever since its inception in 2008, the label JADE by Monica & Karishma has strived to give its brides an experience like never before. JADE is the fruit of Monica and Karishma’s creative expressions, their passion for craft and their love for design. Combining their global expertise with their traditional roots, the designer duo has given a unique identity to the brand. “JADE is believed to be not just a custodian of Indian culture, but also a connoisseur of Indian crafts and craftsmanship. With every creation, Karishma and I seek to celebrate not just India’s artisanal excellence, but also the beauty and spirit of femininity. Every JADE ensemble is the celebration of a woman’s individuality. Their feminist spirit is at the heart of all that we do.
Right from their designs to our predominantly female workforce,” says Monica about the brand, which is also a hot favourite among celebrities like – Aishwarya Rai Bachchan, Priyanka Chopra, Alia Bhatt, Deepika Padukone, Jacqueline Fernandez and others.
The couturiers also offer online virtual consultations for brides to be. “We are focused on creating a seamless, intimate and personalised experience for our clientele vis a vis The JADE Concierge. We’ve launched a digital concierge service that pretty much hand-holds customers through the entire process and becomes their go-to place for any queries or concerns. So that all their queries are addressed instantly like it would be if they were at the store.”
The exotic collection — A Summer Memoir, is available across JADE by Monica & Karishma stores in Mumbai, Delhi, Hyderabad and Los Angeles. The brides-to-be can even reach out for online bridal consultation as well. The price range for the bridal collection starts from 2 lakh rupees onwards, whereas the baraati range starts from 50 thousand rupees. So, fashion-forward brides-to-be, your never-ending search for that perfect – functional, free-spirited, exceptional bridal trousseau ends with JADE by Monica & Karishma’s A Summer Memoir.
