Our clothes play a very important role in shaping and portraying our identity as an individual and as a part of a distinct culture to the world. Clothes are a universal language in themselves, helping us communicate with each other without speaking a word. And we at Ray Ethnic believe in it from our heart, and hence what we create are stories, of the emotions of our karigars, the thoughts of the dyemaster, the imagination of the designer and your feelings. All this, woven, sewn and printed on fabric, portraying the beauty of Indian art.
Before we became Ray Ethnic, we were Reva Handicraft, born in 2003 with the idea to popularize the age old and distinct hand embroidery done by rural women from Gujarat and encourage its skilled artisans to make a living out of it. We understand the demands of the multitasking lifestyles Indian women live today, and hence we started creating functional pieces of clothing that are a beautiful confluence of modern design and traditional art.
As we started getting a great response from Indian women for our creations, we began to start looking at the many Indian fabric crafts, which were once patronized and loved for its quality and uniqueness, but were now on the verge of losing into oblivion thanks to the advent of fast fashion from the West. In 2006, we gave ourselves a new name, something the modern Indian woman would connect with and identifies with our work. We became Ray-Ethnic.
Currently our collections boast of an array of women’s clothing options like dresses, kurtas, tops, sarees, dupattas, etc. featuringIndian fabric crafts likes Ajarakh Block Print, Bandhani, Chikankari Embroidery, Ikkat, Kalamkari, Mukesh work and the Japanese craft ofShibori.
It’s been 14 years since our inception and today we take pride in the fact that we work closely with scores of rural artisans from Gujarat, Madhya Pradesh, Chhattisgarh, Telangana and Bihar. Theyhelp us with their expertise in choosing natural fabrics like cotton, silk, viscose, bamboo, modal, etc. and then create unique apparels using traditional weaving techniques, handmade designs and printing methods using natural colours. Today we are present in 6 major cities of India, including Baroda, Surat, Pune, Kochi and Bangalore, with our first and flagship store in Ahmedabad, Gujarat. Since November 2020, we’ve also taken to the digital world, with our ecommerce website www.rayethnic.com.
Why go digital? Because we do not want geographical boundaries to limit aspiring women to not express herself with the beauty of her clothes. We want to be a part of Diwali celebrations of a young 20 year old student studying in some foreign land, and we also want to add to the beauty of the 40 something working woman in Kolkata, who do not wish to let her profession dull her choice and love for colours and elegant motifs in her fashion. All this would be possible with the power of the internet, helping us reach out to lovers of ethnic fashion all over the world.