Brand story
Ashariya developed slowly. It wasn’t a single specific moment, but rather a gradual process. I’ve always been close to handmade items, but for a long time, it was something I only offered among friends and a small community. At first, it was through community sales, sharing what inspired me. Over time, the idea came to give it a more solid framework and create a brand.
A major milestone for me was a trip to India in 2018. I set out for several months to immerse myself in a different world. I practiced yoga, traveled, explored the local culture, and most importantly, met people who inspired me. One of them was a man who had a small family workshop and made beautiful leather journals. I admired his skill and attention to detail. I visited him several times and brought back several beautiful products.
During my journey through Rajasthan, I visited several places that naturally led me to a deeper interest in jewelry and its handmade production. I was fascinated by the work with silver, precious stones, and the details that local artisans put into each piece. It was then that I came across a workshop with which I later established a close collaboration.
From these meetings, journeys, and experiences, the brand gradually began to take shape. The name Ashariya carries a meaning that has accompanied me all this time: Asha (आशा) means hope and wish in Sanskrit. Riya (रिया) is one of the names of the goddess Lakshmi – the goddess of happiness, beauty, and prosperity. By combining these two words, a brand was created that holds deep personal significance for me and has stood from the beginning on values such as awareness, respect, trust, and beauty.
Today, Ashariya is moving forward. I feel that its second chapter is opening. I want to do things differently than at the start. More consciously, only where it makes sense. Not for quantity, not because of trends, but because I believe in what I do.
Creating has never been just about products for me. I enjoy discovering how things are made, getting to know new materials, sitting with the people who make them, even when we often don’t understand each other’s language. These moments make the most sense to me. I like it when something is created that has a story, that connects different cultures, and at the same time carries authenticity.
Collaboration with small workshops is key for me. I don’t work through intermediaries; I want to know the people who create for Ashariya. I spend time with them, observe the conditions they work in, and how they treat others. I need to know that it works for us on a human level too. I like environments where I feel good, where there is respect, joy in creation, and room for growth on both sides. In the future, I would like to collaborate more with women’s communities. This is already happening, for example, in the Saheli Women project, but I know it is a long-term journey.
I want the women who wear Ashariya to feel like the main heroines of their own story. That the clothing brings them joy, lightness, and the feeling that they are wearing something special. Not because of the brand, but because of how it was made. I believe that when we know who made the item, where the material comes from, and under what conditions it was created, we have a different relationship with it. And that can affect how we feel throughout the day.
Our values
At Ashariye, we believe that the way something is made matters just as much as the result. Ethical fashion, to me, means direct collaboration with the people behind the production—without middlemen, factories, or pressure for mass production. We create in small workshops where the craft is passed down from generation to generation. It’s not perfect, but it’s genuine.
Trust, openness, and long-term relationships are important to me. I strive to be part of the entire process. I know who makes the products, where they work, and what the environment is like. Everyone involved in the creation has fair conditions and appropriate compensation. My goal is for things to be made in a dignified environment and with respect.
At Ashariye, we also work with natural materials, often vintage fabrics that already carry their own story. Alongside these, we use real silk and hand embroidery, created patiently, slowly, and with artisanal precision. I enjoy exploring new paths, such as natural dyeing or collaborating with women in communities. It’s not the only way, but it’s a direction I want to continue developing.
We don’t produce thousands of pieces per season. Each collection is limited and will naturally evolve, just as I do. I believe in authenticity and deeper meaning.
Where we are headed
My dream is to one day create exclusively with women’s communities. I know it’s not easy. Some areas of production in India are still dominated by men. But that’s exactly why it makes even more sense for me to head in this direction. Not quickly, not at any cost, but gradually. In a way that makes sense in real conditions.
I believe the future of fashion can look different. I have seen it with my own eyes. Women who gather herbs behind their homes, dye fabrics with them, and create a livelihood for themselves and their children. This is not idealism. This is a reality that already exists; we just need to give it room to grow. I want every piece of Ashariyi to reflect everything that goes into it. The hands that made it. The origin of the fabric. The energy of the place. And also the feeling with which you will wear it. I don’t want clothing to be just another item in your wardrobe. I want it to remind you of who you are. And that creation can be different too.