Fashion Talk

Karishma & Kusum Luharuwala

Brand - Faabiiana

Our customers are our greatest source of motivation

Kusum and Karishma Luharuwala, founders of Indian fashion label Faabiiana, blend craftsmanship and modern trends to create alluring collections. Their attention to fabric, embellishments, and embroidery lends an eye-catching appeal to every produced piece. In a chat with Fibre2Fashion, they discuss their creative process and what sets Faabiiana apart from other brands in the market.

Fibre2Fashion: What inspired you to create the brand Faabiiana?

Karishma & Kusum Luharuwala:

Our journey began with a profound appreciation for cultural diversity and a passion for celebrating traditional craftsmanship. Inspired by the richness of global cultures, we set out to create a brand that beautifully weaves together heritage and contemporary elegance. Each design reflects the essence of timeless traditions while embracing modern aesthetics.


F2F: How would you define the core values and personality of your brand?


At Faabiiana, our core values are the heart and soul of our brand, shaping our personality and defining everything we do. We believe in:

Cultural Reverence: We cherish the world’s diverse cultures and draw inspiration from their timeless traditions. Our designs pay homage to the richness of heritage, infusing each creation with an authentic and captivating essence.
Uncompromising Quality: Excellence is at the core of Faabiiana. We meticulously select the finest materials and employ skilled artisans to craft each piece, ensuring unparalleled quality that stands the test of time.
Contemporary Elegance: We believe that elegance knows no boundaries. Faabiiana’s contemporary designs exude sophistication and grace, seamlessly blending modern aesthetics with the allure of age-old craftsmanship.
Client-Centric Approach: Our customers are at the heart of everything we do. We take pride in providing personalised experiences and exceptional service, ensuring that each individual feels valued and cherished.
Timeless Appeal: While we celebrate contemporary aesthetics, our creations carry an enduring appeal. Faabiiana pieces are meant to be treasured for generations, transcending time and fleeting fads.
At Faabiiana, these core values merge to form our distinct personality—a brand that blends tradition and modernity, cherishing culture, sustainability, and the empowerment of both artisans and wearers alike. Our commitment to creating an enriching and unforgettable experience for all who interact with our brand drives us forward on our exciting journey.

F2F: How do you brainstorm and gather inspiration for your designs?


At Faabiiana, the process of creating designs is a passionate journey fuelled by creativity and inspired exploration. We believe in embracing various sources of inspiration to craft collections that captivate hearts and minds.

Our brainstorming sessions begin with immersing ourselves in the world of art, culture, and nature. We delve into the beauty of different cultures, admiring their traditional craftsmanship and unique aesthetics. Exploring the mesmerising patterns found in nature’s canvas infuses our designs with organic allure.

Market research is essential to understanding the pulse of our audience. By staying attuned to the latest trends, we merge contemporary elements with our brand’s essence to resonate with the tastes and desires of our fashion-forward clientele.

Our customers are our greatest source of motivation. We listen attentively to their feedback and desires, moulding our creations to cater to their preferences while staying true to our brand identity.

Above all, the key to our design process lies in remaining open-minded and receptive to inspiration from all corners of life. From a piece of art to a walk through nature’s splendour, every experience becomes a potential wellspring of creativity.

F2F: What differentiates Faabiiana from other similar brands in the market?


In a crowded fashion landscape, Faabiiana stands apart as a brand that redefines elegance and embraces cultural diversity with a contemporary twist. What sets us apart from other similar brands is our unique blend of:

Cultural Fusion: Faabiiana celebrates the world’s diverse cultures, infusing our designs with the essence of traditional craftsmanship from various regions. Our creations are a harmonious fusion of heritage and modernity, offering a fresh take on timeless aesthetics.
Client-Centric Approach: At Faabiiana, our customers’ satisfaction is paramount. We prioritise personalised experiences and attentive service, aiming to make each individual feel valued and cherished.
Timeless and Versatile Designs: While we embrace contemporary aesthetics, Faabiiana’s creations possess a timeless allure. Our versatile pieces effortlessly transition from casual chic to refined elegance, empowering wearers to express their individuality with confidence.
Commitment to Craftsmanship: The meticulous attention to detail and uncompromising quality in each Faabiiana creation exemplify our dedication to exquisite craftsmanship that sets us apart.

F2F: What considerations do you take into account when selecting materials for your products?


At Faabiiana, the selection of materials for our products is a thoughtful and conscientious process. We believe that choosing the right materials is not only crucial for creating stunning designs but also for upholding our commitment to sustainability and ethical practices.

When selecting materials, we take into account the following considerations:
Quality and Durability: We insist on materials of the highest quality to ensure our products stand the test of time. By using durable fabrics, we create garments that are long-lasting, reducing the need for frequent replacements and supporting a more sustainable fashion cycle.
Ethical Sourcing: Our commitment to ethical practices extends to the sourcing of materials. We collaborate with suppliers who share our values of fair wages, safe working conditions, and respect for human rights throughout the supply chain.
Comfort and Functionality: It is essential for our designs to be not only visually appealing but also comfortable and functional. We carefully choose materials that offer a pleasant feel against the skin and allow ease of movement, enhancing the wearability of our products.

F2F: Have there been any challenges faced during the brand development process, and how did you overcome them?


Our brand development journey faced challenges in establishing a unique identity, sourcing sustainably, and staying relevant. We overcame obstacles by defining our values, forming strong partnerships, and embracing fearless innovation. Digital marketing, customer-centricity, and collaboration helped in building brand awareness. Our team’s passion and commitment fuelled growth, while learning from feedback honed our designs. Grateful for your support, we continue celebrating culture, sustainability, and artisan empowerment, striving to redefine elegance in the fashion world.

F2F: How do you strike a balance between staying current with industry trends and preserving your brand’s distinct design identity?


Faabiiana strikes a balance by infusing contemporary trends with cultural elements, preserving our signature design identity. Mindful trend selection, customer engagement, and collaborative creativity guide us. We adapt gracefully, staying relevant while remaining true to our commitment to culture, sustainability, and elegance.

F2F: What marketing and promotional strategies have you utilised to create brand awareness and attract customers?


At Faabiiana, our brand’s awareness and customer attraction journey thrive on innovative marketing and promotions. We adopt a comprehensive approach, utilising digital marketing, influencer collaborations, exquisite visuals, fashion events, content marketing, and influential media.

Social media channels, such as Instagram and Facebook, enable us to showcase our designs and engage with fashion enthusiasts worldwide. Influencer partnerships amplify our reach, building trust with potential customers. Stunning visuals across all platforms captivate audiences, leaving a lasting impression.

F2F: What advice would you like to share with the young designers planning to enter the ethnic wear market?


I would say stay calm, focused, and do not do anything just for the sake of more interesting dinner table conversations. Do things that you actually believe in and are good at. And follow your gut because your gut works before anything else.

F2F: Suggest five style trends to follow for the year 2023-24.


I have never really believed in trends, especially when it comes to India, because the country really operates on its own. But when it comes to weddings, I believe that in the coming season vintage will be the new modern. I think that embodying practicality and innovation, futuristic utility combines sleek silhouettes with functional elements like pockets, zippers, and adjustable features.

These trends offer endless possibilities for self-expression and creativity. Embrace the future of fashion with confidence, infusing your personal style with these captivating and innovative elements.

F2F: How do you plan to continue expanding and developing the brand in the future?


The future of Faabiiana is filled with global expansion, sustainable innovation, and customer-centricity. Collaborations with like-minded brands and artisans, diversified collections, and thought leadership will elevate our brand’s influence. Embracing technology and agility, we adapt to market dynamics. Our commitment to celebrating culture and empowering elegance remains unwavering.

How do you plan to continue expanding and developing the brand in the future?

Interviewer: Kiran Sahija
Published on: 25/08/2023
It was not very long ago that people who shopped online in India were considered 'ahead of time'....
Posted by
Arun Sirdeshmukh
A recent PricewaterhouseCoopers (PwC) survey concluded that a majority of US companies are having...
Posted by
Bill D’Arienzo
Indians are too enamoured of Hollywood. We can’t help it. We have been conditioned this way. The...
Posted by
Anurag Batra
Effective quality management starts with a quality policy. Effectiveness is the extent to which...
Posted by
Pradip Mehta
Is your business ready for Textiles 4.0? Before you can say, 'Yes', 'No', 'May be' or 'I don't...
Posted by
Aseem Prakash
A few years later, the same process is now taking place in textile printing, and this has never...
Posted by
Gabi Seligsohn
Why do I ask if India can afford to miss the bus again? Because whether we like it or not, whether...
Posted by
Rahul Mehta
Luxury is a lifestyle, and fashion is just a minuscule part of it. Businesswise-the most visible or ...
Posted by
Abhay Gupta
The focus in research and development (R&D) is now more and more set on new sustainable products...
Posted by
Fanny Vermandel
Imagine a cricketer, once an exciting player but now aged 45, having put on oodles of weight, too...
Posted by
Rahul Mehta