DESIGNER BRAND ‘BHUMIKA & JYOTI’ –India’s 1st ‘Zero Waste Fashion Store’
Designer brand ‘Bhumika & Jyoti’ are rewriting the script and inspiring a new Fashion story by launching India’s 1st ‘Zero Waste Fashion store’ in the high streets in Juhu, Mumbai, considered the Beverly Hills of India. The designer duo, Bhumika & Jyoti have some seriously style cred to back up their fashion forward aesthetics.
The soft launch of the store on the auspicious day of Akshaya Tritiya was well attended with their close friends supporting their well intentioned designer fashion store. Though Rani Mukerji was abroad, her mum Krishna Mukerji played the perfect host and welcomed the guests.
The media present were stunned to see yesteryears superstar actress Reena Roy, who normally rarely makes an appearance coming to wish the fashion duo. The new slimmed down Farha Khan too came to wish her best friends for their concept fashion store. Other celebrities spotted were Bhagyashree, Rhea Pillai, Sheeba, Shefali Jariwala with her husband, Deb Mukerji, Karishma Modi etc.
The designer duo also launched their debut collection ‘FOREST GREENS’
Their sustainable fashion philosophy is much more a conviction and a commitment rather than just a fashion trend. The designer duo passion for ethics, believes in recycling ‘Zero waste designs by using every last scrap, and yet conjure up some inspiring and innovative designs that would refuse to sacrifice super-cool style for sustainability. Whilst doing so, they are also contributing to building a new ecosystem of entrepreneurship by co-opting like- minded vendors in jewellery, hair bands, umbrellas, accessories etc.
Designer Bhumika & Jyoti are quite excited in spelling out their vision “The design of Fashion clothing is as important as the ethos behind it. We strongly believe that aesthetics cannot be at the expense of the environment, just as much as the environment cannot be at the expense of aesthetics. There must exist a harmony between both, and thankfully our brand will ensure there is harmony. It’s about something else that comes from within you. Exciting, innovative and fashionable is how we see sustainable fashion”
They add “Are you aware that approximately 20 percent of fabric is wasted in the manufacture of a typical design? Think about it: When a pattern is cut out, the leftover scraps are usually considered useless because they’re too small to sew into anything else. But our brand which represents ethical fashion will ensure that every remnant fabric will become a luxurious embellishment that will add value to the designed outfit or luxe accessories!
FOREST GREEN THEME
‘Bhumika & Jyoti’- “We get our inspiration from the nature around us. Our first collection for this new store is dedicated to the forest greens, as green represents the colour of life. Before the civilization, everything was a forest. It is our canvas from where we drew our inspiration, the new budding of green leaves, the brown woods, or dried leaves, fresh showers for the thirsting flowers, little bit of peaches, of yellow etc. We consider all of the rich details and variety that nature has to offer, in creating original, beautiful, nature-inspired design. Our designs, texture, shape, patterns, floral embellishments are intended to blend in terms of both hue and shape with the environmental context”
Brand Introduction: Reduce, reuse, recycle. The three Rs have been making their way into the fashion world with new force in recent year. The ‘Bhumika & Jyoti’ brand offers a fashion line to create beautiful clothing and accessories and a lifestyle destination for conscious clientele.
Though their line first and foremost will be a fashion line, and yet every design has a story. The central part of the mission of brand ‘Bhumika & Jyoti’ is to produce in an ethical way, and cultivate a loyal base of clientele who want to look great and be on trend, but also care about the story of what they are wearing and the environment.
The apparel and accessories will be of the highest quality yet affordable at the same time. From high chic’ to minimalist silhouettes to luxe accessories, see why shopping has never been so guilt-free!
Bhumika comes from a family business background, so it was not surprising that becoming an entrepreneur was the next logical step for her. Being very flamboyant and effervescent in Mithibai College whilst getting her arts degree, her tryst with fashion began when she joined her aunt, acclaimed designer Seema Roye who had opened her own standalone store at Warden Road. She assisted Seema Roye for 10 years, understanding the minute details of the trade, even as she gave wings to her dreams of being a Fashion designer. Bhumika also had international exposures as she did shows with her in London, Canada, New Zealand, USA, Nairobi etc. Being global at heart, she revelled at the international exposure, especially when she was part of the team in designing a special outfit for Beyonce, when she toured the Middle East.
After earning her stripes she then joined her family business Amarsons Collection, being the in-house designer, and did her own solo shows in the USA, Canada, Gulf etc.
The entrepreneurial bug then hit Bhumika, as she launched her own venture in 2010, ABDESIGNS, manufacturing and exporting to the whole GCC countries, Africa, America & Canada. In 2014, she and her childhood friend, Jyoti Mukerji started the brand ‘Bhumika & Jyoti’, and also did a line extension of the brand in kids couture wear.
Bhumika is very much inspired by European, Arabic and Indian roots. Nature, Colours and simplicity is the inspiration in her designs. But even more her designs are connected to the soul and Mother Earth. Besides, she is environmentally very active, and that reflects in her zeal and conviction in launching India 1st Zero waste Fashion store!
DESIGNER JYOTI MUKERJI
Fashion Designer Jyoti Mukerji started off as a science student, but then realised that creativity is her true calling. She finished her graduation in Arts from Mumbai university and is a diploma holder in apparel manufacture and designs from the prestigious SNDT university. As a kid, Jyoti was always interested in sketching, finishing, embroidery, textures, prints and the dreams of becoming a fashion designer, led her to joining a fashion institute in giving flight to her dreams.
After completing her diploma in Fashion designing from SNDT College, Jyoti started styling for her sister in law, Rani Mukerji, along with her husband Raaja Mukerji.
But whilst completing her designer course Anurag Basu offered her the lead in his debut TV serial, thereby opening newer vistas and horizons in her career. Jyoti was highly appreciated for her acting talent, which led to more opportunities in the Television world. She went to essay the lead characters in Prratima, Asha Ki Kiran, Santaan, Mulk, just to name a few and acquiring huge celebrity status and fans. She followed it up with key roles in Gharana, Aandhi ,Kabhi Aaye Na Judaai, Kitty Party, Lekin, etc.
When motherhood beckoned, Jyoti took a break from her busy acting career, and devoted her time to family and children. But her young cute daughter rekindled the designing bug in her as she discovered that she could not find anything comfortable here for their tender skin. And so her journey began back in designing. She launched her label Jyoti mukerji kids couture in the year 2010. Jyoti did some huge and successful exhibitions in key markets like Delhi, Kolkata, Nagpur, Jalandhar, Chandigarh, Indore, Ahmedabad etc. she retails her kidswear line currently from Amy Billimoria House of Design.
Jyoti is very environmentally conscious and shares this passion and conviction with Bhumika. They would be launching their new Fashion destination store ‘Bhumika & Jyoti’ – India 1st Zero Waste Fashion store!