OUR JOURNEY

   In the heart of 1990s industrial Britain, our small mid-terraced house, was the stage for a magical childhood. The soundtrack was radio propped upon our mother’s sewing machine, gently easing melodies of the motherland, filling the stage. The choreography, set by the rhythmic rotation of the sewing machine’s motor as it whirred and hummed in harmony. It was theatre. It was a musical. A beautiful musical - complete with beautiful costumes.

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    At the heart of it all stood our mother, Reena - the director of this extraordinary play. Carefully conducting the spectacle, from her makeshift workshop in a kitchen corner. She tailored beautiful garments, for her neighbours and newcomers alike, with our father, ever-present as the invaluable supporting act. The ensemble was in place. The audience amplified. The foundation had been laid. It was the beginning, of the house of JALORE.

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    Our earliest memories are of us as sisters squabbling over leftover fabrics, laces and ribbons, begging our mother to craft the perfect dress, fit for a Princess. Our father would call the radio station and dedicate songs to my mother and to her own unwavering devotion.

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    As we grew, so did our stage. Beyond our home, beyond Britain, to the vast landscapes of the motherland itself - to Rajasthan. A grander theatre needed grander costumes, and our passion for Indian fashion became an obsession, woven into the very fabric of our character. JALORE also grew. It had to.

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    Decades of artistry - of crafting something out of a bit of everything, lives on in every stitch of our designs. Each piece is unique one-off, unapologetically bold, and a statement of absolute individuality. And now, we invite you to experience the magic we’ve always felt - to feel like the leading lady in your own love story - a Princess in your own fairytale.

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 Join us on the journey that began from humble beginnings in 1989 as we bring the theatre to you.

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#LoveJalore