The “Hindostan” of yesteryears is alive and thriving in our memories. It is peppered with Persian and Mughal influences and the art and craft of Sind, Amritsar, and Multan. The journey of craft to couture from this chapter of history that Divani seeks to keep
alive today is a vintage kaleidoscope; a confluence of many influences which come together to form a signature aesthetic.
As a brand culture Divani has sought to consolidate a creative and income generating platform for marginalized weavers and craftsmen, who carry the secrets of their traditional artistry in their deft fingers, sharp eye for detail and disciplined style of working. These secrets, handed down within every artist family may well die silent, oblivious deaths, if they do not manifest themselves. Divani works with over 500 adopted zardozikars and master craftsmen and more than 100 looms with approximately 400 weavers’ base and women artisans (hand-painters), across Lucknow, Farrukbad, Kashi and the home of the brand; New Delhi. These artists, who reignite dormant imaginations and whimsical desires with the magic of their gold, silver and platinum zardozi, are harmonious personifications of the Divani’s ethos – “Celebrate Hindostan”.
Divani’s unapologetic love for all things old-world and vintage; a love that few openly admit to in contemporary times, has garnered it a cult following across nation and abroad.
“ It takes generations to preserve a craft and much sacrifice to continue a legacy. ”
– Sanya Dhir, Founder and Creative Director, Divani.
