Bela: Where Every Stitch Tells a Story

In a world of mass production, Bela revives the timeless beauty of Indian hand embroidery. More than a brand, it’s a movement to preserve and reintroduce India’s rich textile heritage—one stitch at a time.

A Legacy Woven in Threads

Bela was born from Shivangi’s deep love for textiles—cherishing fabrics passed down through generations as heirlooms of tradition and emotion. Seeing machine-made imitations overshadow hand embroidery, she envisioned Bela as a way to make these crafts more accessible while honoring the artisans behind them. The name ‘Bela’—also known as Mogra or Jasmine—symbolizes nostalgia, elegance, and the quiet presence of craft in everyday life.

The Artisans & Craft

Bela is as much about people as it is about textiles. It began with Lambadi embroidery from Sittilingi, Tamil Nadu. Each stitch carries centuries of skill, passed down through generations, yet artisans often struggle for recognition. Bela is committed to changing that—by working directly with them, fostering relationships beyond transactions, and ensuring every piece reflects their artistry.

Slow, Ethical & Timeless

Classic – Designs that transcend trends, meant to be cherished for years.

Slow – A rejection of fast fashion, embracing handcrafted patience, sustainability, and minimal waste.

Ethical – Fair wages, dignified work, and community empowerment through fair-trade collaborations.

Reviving Tradition, Embracing Innovation

Bela is just beginning its journey—reviving India’s embroidery traditions while modernizing design to keep them alive. Through upcycling and skill development, it empowers artisans and preserves heritage. Because wearing Bela means wearing a story, a tradition, and a future worth saving.

The Bela Team

  • Shivangi Chowdhry

    Founder

  • Malvika Tewari

    Branding