Vision
"Making our Virasat of Phulkari relevant to the present & future generations"
Phulkari - A Punjabi Tradition
Phulkari is a handicraft, integral to Punjab's rich heritage. Women in Punjab used to do phulkari embroidery as means to express their stories, emotions and life experiences - playing with colours and leveraging the creative freedom it offered. Phulkari was coined using two words - 'phul' meaning flowers and 'kari' meaning geometrical shapes. This also formed the basis of Phulkari motifs, driven majorly from geometric shapes and having flowers as a key design element. Phulkari is done using 'patt da dhaga', (resham/ silk thread) which gives it the much needed brightness and shine.
In earlier times, Phulkari products had a deep-rooted presence in Punjabi traditions - birth, marriage, death and every major life event of a woman had the use of Phulkari products. Phulkari dupattas famously became a part of the girl’s wedding trousseau. Practices like these built a strong emotional connect for Phulkari, among the community. Phulkari soon became an article of inheritance, widely used beyond an article for women and is now a key representation of Punjab's proud culture.
Our Motivation / Mission
Phulkari Forever started with an ideology to rejuvenate Phulkari, make it better recognized in the domestic/ global market and create a significant social impact for our women artisans.
We want to make Phulkari available in contemporary styles using fresh motifs while retaining the core. Our entire designing effort is on creating a contemporary assortment that can be relevant for every occasion. We are bringing you a range that includes Indian, Western and Indo-Western styles in ready-to-wear forms. We want our Virasat to become an integral part of your lives and future generations.
While doing all this, we are also training many more artisans, in order to create employment for them, and make them self-sufficient. We strive to improve livelihood and working conditions of our artisans
Our Founders
Phulkari Forever is a brainchild of a mother-in-law / daughter-in-law duo who are motivated by their passion for Phulkari. For both of them Phulkari is an emotion and not just a business, and the female artisans are an extended family. They want to devote themselves in shaping the future of Phulkari and making its articles a preferred choice for you.
Bindu Chawla, the mother-in-law , is MSc Honours and has been a proud homemaker throughout. Inspired by her daughter-in-law's energy and her own experience in women apparel, childhood knowledge of Phulkari and understanding of trends, she decided to join forces and help her with the venture. She also collaborates with her to create an impact for the betterment of our women artisans.
Vaishali Kaur Chawla, the Daughter-in-law, is an MBA and has worked in the corporate for almost 5 years. She came to Punjab post marriage and felt an immediate emotional connect with the craft. The more she researched the more she wanted to work for it. Capitalizing on her creativity, design sense, management knowledge and concern for society - she decided to collaborate with her mother-in-law to bring Phulkari forever to the world.
Why Us
Phulkari Forever has a strong ideology to add value to our customers, society and the environment. We are a home grown, conscious clothing brand and we use natural fabrics - which ensures zero synthetics and long-term sustainability. The choice of fabrics helps ensure best care of our environment as well as your skin. Our products are 100% hand embroidered. Our design language offers a fresh outlook on Phulkari, giving you Premium Luxury clothing with an element of Punjabi Sabhyata deeply engrained in it.
We are committed towards self-sufficiency of women by training to employ and giving more opportunities to work. By shopping with us, you are contributing to the welfare of our women artisans, and making a major contribution to social welfare.