Craftsmanship
She has always had a secret liking for this part of the embroidery, the ‘wrong’ side, congested with knots, striations of silk and twists of thread. How much more interesting it is, with its frank display of the labour needed to attain the perfection of the finished piece.
Maggie O'Farrell
Make it count.
At Sejal Anujah Shah, we believe in the power of slow fashion and the impact it can have on the environment and society as a whole. We are committed to educating our clients on the true value of hand-crafted garments and the importance of investing in pieces that are made to last. By choosing quality over quantity, we can reduce our carbon footprint and help to create a more sustainable future.
Our slow fashion approach allows us to take the time to create unique pieces that are tailored to each individual client. We believe in creating a personal connection with each of our clients, working closely with them to bring their vision to life and creating garments that truly reflect their personality and style.
We are proud to be a part of the slow fashion movement and will continue to champion sustainable practices, ethical sourcing and responsible production in everything we do.
Production
At Sejal Anujah Shah, the design process starts with a consultation to understand the client's vision and preferences. From there, Sejal creates a range of options in the London atelier that represent a modern, non-traditional style. Each piece is crafted with expertise in fit, luxury fabrics, and fine techniques to create a timeless and intransigent design.
We take pride in celebrating our heritage through age-old embroideries and fabrics found all over India. Our talented artisans hand-embroider hundreds of thousands of glass beads, crystals, and silk/metal thread in many of our garments, creating exquisite and alluring designs that showcase the artistic mastery of our craft.
As a slow fashion label, we prioritise quality over quantity. The couture process allows for a detail-oriented eye in every aspect of production, from the initial toile to the hand-finishing and labelling. Sejal take pride in creating garments that exude sophistication and empowerment.
Moreover, our commitment to sustainability is reflected in our production methods. Sejal aims to minimise waste by repurposing calico used for toiles and only purchasing as much fabric as needed for each client. Scraps are repurposed or donated to small businesses. Additionally, Sejal prioritises the use of eco-friendly materials and pay fair wages to my artisans for their hand-embroidery work.
Overall, Sejal Anujah Shah is committed to creating elegant, meticulously crafted pieces that are made to last. As a designer, Sejal aims to bring the knowledge and understanding of slowly handcrafted fashion to everyone who is interested.
craftsmanship
craftsmanship
Craftsmanship is the embodiment of meticulous dedication and masterful skill. It is the artistry that breathes life into the ordinary, transforming raw materials into objects of extraordinary beauty and functionality. The hands of a true craftsman move with purpose and precision, guided by an unwavering commitment to excellence. Each stroke of a tool, every stitch, and every brushstroke is a testament to their passion and expertise. Craftsmanship is a dance between the artisan's vision and their ability to manipulate the medium, a harmonious symphony of technique and creativity. It is a pursuit that transcends time, honoring age-old traditions while embracing innovation. In a world often dominated by mass production, craftsmanship is a celebration of the human touch, reminding us of the profound value found in the art of creation. It is an homage to the mastery of the past and a beacon of inspiration for future generations, ensuring that the legacy of craftsmanship continues to thrive.
We believe that couture is an art form, and we strive to ensure that our designs look exquisite both from a distance and up close. Our commitment to quality and attention to detail is what sets us apart, and we are dedicated to creating garments that are not only beautiful but also sustainable and ethical.
