Adaara Ethnic Fusing Heritage Craft with Contemporary Style
🏷️ Brand Snapshot & Genesis +
Founded in 2017 by Sunaila Manchan, Adaara (from Arabic “epitome of beauty”) began as a passion project rooted in Northern India’s artisanal traditions. Leveraging Sunaila's Master's in Contemporary Fashion, the brand aimed to:
- Revive indigenous artisanship from Ayodhya & Rajasthan
- Create a sustainable and empowering livelihood for local craftsmen
- Merge authenticity with modern design in accessible, premium apparel
🌍 Brand Mission & Values +
- Authenticity & Craft: Hand-block printed, crochet, natural-dyed fabrics
- Sustainable Practices: Small-batch, eco-friendly dyeing and low-waste production
- Cultural Empowerment: Craftsmanship as a source of income for local artisans
- Accessibility: Curating premium yet affordable price points to democratize designer wear
🧵 Collections & Design DNA +
Adaara’s curated drops transport cultural depth into wearable elegance:
- Nazar: Chikankari & muslin ensembles with intricate hand embroidery
- Urban Edit: Contemporary silhouettes in Mul fabric with traditional accents
- Bageecha: Nature-inspired palette and eco-dye techniques
- Gota Glam: Regal cotton pieces adorned with Zardozi-style detailing
- Downtown: Modern, chic vacation-ready western silhouettes
🌐 Digital Shift +
The 2020 pandemic accelerated Adaara’s movement to e commerce:
- Launched a Branded Website offering global shipping, secure payments & curated categories
- Enhanced digital content via blog featuring fabrication stories like Bagru print & Willow collection narratives
- Rolled out size charts, fabric care tips, and styled imagery to replicate the boutique experience online
📈 Performance & Recognition +
- Earned positive feedback for design quality and affordability
- Built a loyal digital following across India and abroad, driven by conscious fashion choices
- Featured by Pernia’s and AZA Fashion highlighted for bridal couture, western dresses, tunics, and more
✅ Key Success Levers +
| Strategy | Result |
|---|---|
| Artisan-led, eco-conscious design | Brand story resonates with value-driven consumers |
| Deep collection narratives | Engages shoppers via blog content (e.g., Willow story) |
| Multi-tier digital framing | Luxury aesthetics at accessible price points |
| Global shipping & CS policies | Facilitates international sales with trust & transparency |
🔁 Path Ahead+
Expand western-ready lines and fusion wear for broader markets
Introduce limited-edition collaboration drops with regional craftspeople
Add AR-powered fit visualizers and virtual studios to uplift online buying
Engage via UGC campaigns and deepen storytelling through artisan features
🧩 Conclusion
Adaara Ethnic exemplifies how purpose-driven design and storytelling can translate into scalable premium fashion digitally. By combining craftsmanship with modern tools and narratives, it’s built a sustainable brand that celebrates India’s artisan legacy one thoughtfully tailored outfit at a time.