These two Ashima and Leena are the sisters in law of the fashion circuit who have made a commendable progress and contribution in the Indian fashion apart from the international part. Ashima is concerned with the creative fronts, on the other hand Leena is there to do all the management work and the merchandise part. They are being considered as the masters in the bridal wear and hand embroidery. Not only this the duo has also been a dynamic supplier of the Indian traditional outfits.

The duo is popular for their innovative color effects that they accord their collections with. They love to play with colors which can be made out easily from their collections. Prominence on class, attention to detail, fabric development and complex, grandiose embroideries are the trademarks of the ingenuity of their brand.

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Some Pages form their lives
A graduate in English, Leena is with Master’s in English Literature and a Law degree in Income Tax.
Ashima, on the other hand, is a B.Com (Hons) Graduate from Shri Ram College. She passed out from NIFT (2nd Batch), winning ‘The Best Student’ Award. Leena started her career with the Big Joes as a merchandiser. Ashima completed her fashion designing course from the National Institute of Fashion Technology (NIFT).
Then Ashima after completing her education joined Leena at Big Joes and then became friends.
It was their deep friendship relation lead to the creation of their own brand. They are sister in law in the sense that Ashima and brother of Leena are together, though Leena discovered about it in the last.

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Career

They are amongst the few designers who consistently come out with new collections every year.  Their collection is truly conventional in approach and contemporary in styling, giving it the look that the urban bandwagon would love to have it in their wardrobes! The brand started climbing the stairs of success with the numerous fashion shows, national as well as international. The fashion show “The Allure of India” in the year 1997, celebrating 50 years of independence, and this is what brought them laurels from the industry. It showed the heritage, culture and tradition of the different states of India.

The designer duo had the honor of designing for Miss India 1999, Gul Panag. They also came up with the store for women – Kaaya in South Delhi, India’s Premier Retail Outlet, by collaborating with the retailers and joining with the jewelry designer Paayal Seth.  They have also had the exclusive exhibitions in Dubai, India, U.S. and U.K. They have plans to open 6 stores in the U.S, to start with New York and San Francisco. Not only this but they have plans to open a mall which would cater to the needs of not just the fashion seekers but other sectors as well.

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