At a time when fashion brands often chase novelty at the cost of nuance, House of Armuse stands apart by rooting its vision in legacy, emotion, and enduring craftsmanship.
Founded in Jaipur by Ayushi Jain, the label began as a heartfelt tribute to her mother’s dream and has evolved into a brand that is making its mark for its ability to weave generational narratives into modern day luxury.
With an approach that seamlessly merges traditional Indian embroidery and hand-painted artistry with contemporary silhouettes, House of Armuse offers more than just garments – it offers heirlooms. Every collection reflects a deep reverence for heritage, storytelling, and slow fashion, embodying a rare balance between rootedness and relevance.
Ayushi, a self-taught designer and entrepreneur, brings an instinctive sensitivity to design that is both personal and universal. From bridal couture to prêt and menswear, the brand delivers an inclusive offering that has been thoughtfully designed to dress entire families.
What makes House of Armuse particularly noteworthy in the current luxury landscape is its dedication to community and craft. Over 300 artisans are directly empowered through the brand’s practices, and sustainability is more than a principle they stand by – it is more of a foundational stone. Whether it’s the house’s signature hand-painted garments, each brushstroke steeped in individuality, or the exquisite detail of its embroidery techniques, Armuse prioritizes process, patience, and purpose in equal measure.
The brand’s physical footprint across Jaipur, Delhi, and Mumbai reflects its growing relevance, while its online presence ensures global accessibility. Through its digital and physical touchpoints, the label offers a highly personalised shopping experience.
In an era where customers are increasingly drawn to fashion with soul and substance, House of Armuse speaks to a new generation of luxury consumers— those who value storytelling as much as style, and heritage as much as innovation.
