By Lancelot Joseph. Executive Editor, Business India

An individual ushering in a new era of glory for the legacy of Banarasi handloom sarees, Shruti Shah, CEO & founder, Sacred Weaves, is the dynamic force behind the brand. Sacred Weaves, a subsidiary of Jagdish Das & Co, carries forward the values and legacy of the renowned brand, while pioneering the Banarasi handloom vertical and serves as a one-stop shop for all the whims and fancies pertaining to the rich culture and aesthetics of Banarasi sarees.

Behind the scenes, Shah has been working tirelessly to spearhead upskilling and upscaling in the saree segment. Her dedication ensures that the artistry and effort required to support and expand the lineage of its parent company are never compromised. She serves as a harbinger of innovation, infusing a fresh perspective while staying true to the timeless art of Banarasi handloom sarees.

In a world where women have often been confined to the sidelines, their talents overlooked and their voices silenced, Sacred Weaves is breaking barriers and shattering stereotypes. They not only embrace the timeless artistry of hand-woven craftsmanship, but are also on a mission to empower and uplift women artisans in an industry riddled with underlying sexism and injustice.

True empowerment lies in providing women with the tools they need to flourish professionally and personally. Through technical training and support, these artisans are given the opportunity to hone their skills, work in their professional families and reclaim their rightful place as confident, capable individuals.

Through its unwavering commitment to fair pay and reasonable working hours, Sacred Weaves ensures that women artisans are economically empowered and protected from the exploitation that often plagues this industry. By addressing the issue of underpayment, the brand not only strengthens the financial security of these women but also helps them regain their confidence and self-worth. 

Holistic approach

By championing the cause of women artisans, the brand serves as a catalyst for change in the broader social fabric. Its holistic approach not only impacts the lives of individual women but also contributes to dismantling the deeply ingrained sexism that has permeated society for centuries. They pave the way for a future where women’s decision-making power is celebrated and respected by empowering women to be confident and secure in their professional lives.

Sacred Weaves unveils its latest collection, Sunahari, extending its charm to mesmerise all. Inspired by the captivating radiance of metals, this collection is a stunning ensemble that promises to make you the star of every show, effortlessly enhancing your natural glow and radiance.

Shah takes pride in launching the Sunahari collection. “Prepare to be captivated by an array of charismatic hues, featuring the enchanting shimmer of copper, the ethereal elegance of silver, and the regal allure of gold,” she enthuses. “Each drape of these sarees infuses your wardrobe with a touch of glamour and sophistication, instantly elevating your style quotient”. Whether it’s a grand wedding reception or an intimate ceremony, the Sunahari collection ensures that you stand out from the crowd.