Hi, I’m Arunima, the creator of Ura, and this is my story.After graduating from the London College of Fashion, I returned to India to join the family business of manufacturing and export of women's wear for international labels. These elements of fashion manufacturing were in my bloodstream from a young age, but to me, there had to be a more personal way to express myself through fashion and clothing. I knew I wanted to create niche pieces which met the needs of urban people. But to my surprise, despite my lifelong exposure to fashion creation, every step of the way from sourcing to creating, was a struggle, perhaps because of my need to get every piece just right. Creating something fresh, pushing boundaries, I now realise, isn’t easy, no matter what one’s background or training.
It took us a long time, but from process to execution, we converted challenges into experience. Experience, that has led us to create a carefully tailored collection, where function meets everlasting fashion.
Ura for me was born out of drive and imagination, the need to fill our closets with meaningful pieces we could all truly cherish. I wanted Ura to make people feel powerful, yet comfortable. Cozy, but sharp. Confident but quietly so. On this journey, my many learnings are injected into each stitch we make. Ura means ‘from the heart’ in Sanskrit. And a year later, here I am, giving you my heart.
We have a long way to go and much to learn, but I hope that if you choose to make a piece of Ura a part of your life, you will find that the attention, care and love given to each piece, reflects when you wear it.
We are Ura. All Heart x All Season.