Jade by Monica & Karishma on championing sustainability and Indian crafts

There’s nothing ‘jaded’ about how Monica Shah and Karishma Swali nurture their popular brand. Pioneers of marrying the traditional and contemporary with innovative silhouettes, the duo behind Jade by MK share how they continue to champion sustainability and Indian crafts as they complete 15 years in the industry. 

Brides Today: What key changes have you noticed in the wedding industry in recent years?

Monica Shah: Brides today are much more individualistic and expressive in their choices. They are no longer confined to traditional expectations and are keen on infusing their personal style into their wedding attire. While classic reds and golds remain popular, we see a growing interest in unconventional colours, unique silhouettes and a mix of traditional and contemporary elements. 

BT: Do you think the pastel vogue is as enduring as the bridal red?

MS: While the bridal red symbolises love, passion and tradition, pastels—as a soft, romantic alternative—bring a sense of modernity and freshness. Both have their charm, but the choice often depends on the bride’s style and the theme of the wedding. Pastels are here to stay; they complement the timeless appeal of red and allow brides to choose according to their unique vision.

BT: How do you mould traditional fabrics into modern designs? 

MS: Moulding traditional fabrics into modern designs is about respecting heritage while reimagining its application. Our vision with every collection has always been to not only sustain traditional crafts and weaves but also celebrate them via reinvention. We emphasise the power of innovation held within our traditional artistry. With pieces like our Kanjeevaram oversized jackets, we aim to celebrate the rich legacy of the fabric by giving it a contemporary twist. This fusion not only keeps the craft alive but also makes it relevant for the modern wardrobe.

BT: 15 years of Jade, Legacy of Deft Hands, the entire showcase at the museum… It was a sensational night. How did you envision bringing couture into everyday wardrobes with this collection?

MS: Celebrating 15 years of Jade with the Legacy of Deft Hands collection was about honouring the incredible journey of our artisans and their craftsmanship. The showcase aimed to blur the lines between couture and everyday wear. We’ve worked closely with grassroots communities, reinventing their traditional crafts to create versatile and luxurious designs. From Kanjeevaram and Ikat pantsuits to Batik and Kantha separates and Zari jackets and dresses, we’ve infused contemporary silhouettes with the rich heritage of these crafts. By integrating these handcrafted elements, we wanted to make couture accessible for daily life by ensuring that every outfit tells a story and adds a touch of pure beauty to everyday moments.

BT: How does sustainability come into play at Jade? How are artisans included in the conservation mix?

MS: Sustainability is a core value at Jade. We use eco-friendly materials and ethical production practices. We ensure that our artisans use sustainable techniques and materials. We also promote slow fashion by emphasising quality over quantity, encouraging clients to invest in pieces that last a lifetime. Our vegan accessories align with our commitment to cruelty-free fashion. Plus, by working with grassroots communities, we preserve and celebrate traditional crafts, and by valuing our artisans and their art, we create a system where sustainability and craftsmanship go hand in hand.

BT: Which of India’s myriad traditional crafts is your favourite and why? 

MS: It’s hard to choose a favourite among India’s rich tapestry of crafts, but I have a special affinity for Kanjeevaram weaving. The intricate patterns, vibrant colours and sheer elegance of Kanjeevaram silk have always fascinated me. This craft frequently features in our designs, especially in modern silhouettes, merging the old with the new. However, we also deeply appreciate and integrate other crafts like Zari, Bandhani, Batik and Ikat. Each of them brings its unique charm to our collections.

BT: Do you think Indian artisanry finds ample space in global fashion, or is there scope to improve how our sartorial heritage is seen overseas?

MS: While Indian artisanry is gaining global recognition, there’s always room for more. Indian designers, as a community, have beautifully integrated traditional crafts into contemporary fashion and made the world take notice. Jade contributes to this narrative by highlighting the intricacies of our craftsmanship and their potential to redefine luxury fashion. I believe the craft form in India will continue to evolve dynamically to further blend traditional techniques with contemporary aesthetics. As designers innovate and experiment, we’re sure to see a resurgence in the popularity of these crafts, driven by growing appreciation for handmade and culturally rich products.

BT: What is your favourite aspect of dressing a bride? 

MS: It’s the personal connection we build with the bride. Understanding her story, her dreams, and creating something that reflects her essence is incredibly fulfilling. 

BT: Is the Indian audience more open to experimentation today or do classics still reign supreme?

MS: The new generation especially is increasingly open to experimenting with fashion. While classics like the traditional lehenga or saree still hold a revered place, there’s a growing appetite for innovative designs. We’ve embraced this shift by pairing lehengas with shirts and tops to create glamorous, unconventional silhouettes. One of our standout pieces is a lehenga paired with a waistcoat, which marries traditional elegance with modern flair. 

BT: The outside world often doesn’t understand the kind of skill, time and effort that’s needed for intricate work. How would you explain the price point of Jade couture to a layperson?

MS: Explaining the price point would require an understanding of the skill, time and effort behind each garment. Every piece is a testament to the incredible craftsmanship of our artisans, reflecting hours, days and sometimes months of meticulous work. When you build awareness, appreciation follows. It’s crucial to educate people on the beauty of Indian craft, where innovation and reinvention take centre stage.

BT: What’s in store for Jade in the coming months?

MS: Overall, 2024 is about honouring our roots, innovating with respect and celebrating the timeless beauty of Indian craftsmanship. We have some truly exciting plans that continue to celebrate our 15-year journey. This milestone is not just a celebration of our brand but a tribute to the rich heritage of Indian crafts and the artisans who bring our vision to life. As such our Grassroot Artisans Project will also continue to expand and bring more traditional artisans into the fold of the modern fashion landscape. 

All images: The brand 

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