The Journey of SeenUnseen: From Concept to Reality

Every great brand starts with a spark—an idea fueled by passion and purpose. SeenUnseen is more than just a brand; it is the vision of Jyoti Parnami, a woman deeply passionate about luxury handcrafted clothing in India and committed to preserving India’s rich textile heritage. With over four decades of experience in the textile industry, she has dedicated her life to working with local Indian artisans, reviving age-old techniques, and promoting artisan-made apparel with a modern contemporary touch.

The Inspiration

The journey of SeenUnseen began with Jyoti Parnami’s mission to give back to the community. She envisioned a brand that not only celebrated India’s heritage but also empowered artisans by providing fair wages and ethical working conditions. Her love for handcrafted textiles and traditional techniques drove her to create a space where craftsmanship meets contemporary fashion, ensuring every piece tells a story of heritage and sustainability.

Overcoming Challenges

Building a brand that stays true to ethical fashion in India came with its own set of challenges. From sourcing the finest natural fabrics to maintaining fair trade practices and ensuring sustainable production, every step required careful consideration. Navigating the evolving fashion landscape while staying rooted in authenticity was not easy. Yet, through resilience, unwavering commitment, and an unshakable belief in her vision, Jyoti overcame these obstacles to shape SeenUnseen into what it is today.

Key Milestones

As SeenUnseen grew, several significant milestones defined its journey:

• Collaborating with Local Artisans: Establishing strong relationships with skilled artisans to revive and sustain traditional craftsmanship.

• Launching the First Collection: Bringing together a seamless blend of modern and traditional fusion wear, crafted with the finest natural fabrics.

• Expanding Ethical Fashion Awareness: Advocating for sustainability and conscious luxury in Indian designer clothing.

• Gaining Recognition: Becoming a symbol of authenticity, quality, and ethical fashion, attracting a community that values heritage and craftsmanship.

Looking Ahead

SeenUnseen is more than just a brand—it is a movement towards conscious luxury and ethical fashion. The road ahead is filled with new challenges, innovations, and opportunities to expand its reach while staying true to its mission. With every collection, SeenUnseen continues to honor India’s rich textile legacy, blending timeless elegance with contemporary design.

At SeenUnseen, every thread tells a story—one of heritage, empowerment, and conscious luxury. We invite you to be part of this journey, to celebrate craftsmanship, and to embrace fashion with purpose.

Thank you for being a part of our story. Here’s to the future of ethical, handcrafted luxury!