Anjali Singh Goel Preserves Indian Heritage Through Modern Storytelling

Anjali Singh Goel was born in Bareilly and raised in Lucknow, a city known for grace, restraint, and deep craft traditions. Growing up among hand embroidered textiles shaped her early sensibilities and quietly trained her eye toward detail and emotion. She is the Founder and Creative Director of Aksstagga, a fashion label rooted in heritage embroidery and personal storytelling. Her journey into design did not begin as a commercial plan but as an instinctive pull toward thread, fabric, and meaning. Alongside her husband Somil, she started Somanjali Creations with the intention of honouring Lucknow’s embroidery forms such as Chikankari and Zardozi while allowing them room to breathe and evolve.

Entrepreneurship felt familiar to her from the beginning. Coming from a Baniya background, business was part of her everyday language. Yet for Anjali, building a brand was never only about trade or numbers. It became a way to trust her own instincts and keep moving during uncertain moments. The freedom and courage given by her parents, combined with the belief her husband placed in her, allowed her to work without fear. She often says that creating something of her own felt natural, not risky, because legacy mattered more than comfort.

The idea behind her work took shape in 1999, when Chikankari was largely viewed through a narrow lens. Anjali noticed that the craft held far more depth than what the market showed. Her research revealed over 36 stitches within Chikankari, many rarely used. Inspired by designers like Abu Jani and Sandeep Khosla, she began creating unstitched sarees, suit lengths, and lehengas that blended rare stitches with zardozi, Banarasi borders, and Jaipuri prints. This mix became her signature and slowly set her work apart.

Early challenges tested her patience. She was not only introducing new designs but asking people to rethink a traditional craft. Convincing artisans was especially difficult, since many had followed the same methods for generations. Trust took time. There were moments when staying conventional felt easier, yet she stayed committed. With consistency and respect for the craft, artisans began to share her vision. Tradition, she believed, could grow without losing its soul.

Life shifted dramatically in 2023 when Anjali lost both her father and her husband. Grief became a turning point. With her children as her strength, she returned to creation with renewed purpose. She rebuilt both life and work, carrying forward what she and Somil had begun. “Grief changed me, but it also pushed me back to creation,” she shares quietly. Professionally, she started with ₹75,000 borrowed from her father and grew the business into a ₹20 lakh per annum venture, built largely on her own. That journey stands as proof of resilience rooted in belief.

Over time, the label evolved into Aksstagga, where heritage embroidery meets modern tools like CLO3D and continued learning through Parsons. Her vision centers on heirloom clothing, pieces meant to be cherished and passed on. Each collection carries memory, emotion, and craft. She believes clothing can hold stories, not just style. “Every thread must carry meaning,” she says, speaking of fashion as memory stitched into fabric.

Through Aksstagga, Anjali works closely with women artisans, offering fair pay, flexible work, and skill growth. Her advice to aspiring entrepreneurs is simple and lived. Start small, stay resilient, and build something honest. For her, success is not only growth but the legacy left behind.