Ayushi Jain- The Entrepreneurs of India Magazine

House of Armuse began with a deep-rooted desire, to revive the richness of Indian couture through age-old techniques like zardozi, hand printing, and embroidery. Founded by Ayushi Jain, the brand’s early direction wasn’t just about creating garments. It was about storytelling, about building something regal and lasting through fabric and craft. Over time, while staying loyal to its origin, the aesthetic grew more fluid, more wearable. Timeless, but made for movement.

Couture in India has always carried a sense of history. At Armuse, that heritage isn't just referenced, it’s built into the process. From intricate thread work to old-school techniques passed down through artisan families, every piece carries a legacy. But Ayushi didn’t stop there. The label began to push silhouettes, introduce unusual palettes, and experiment with styling that felt distinctly now.

This balance between past and present comes through strongest in the bridal collections.

For Ayushi and her team, a bridal lehenga isn’t just a design—it’s a story. Every bride brings her own dreams, and Armuse responds by building something deeply personal. “Each bridal piece is built around the client’s story,” she shares. Fabrics are chosen with care, motifs are hand-printed or embroidered to reflect emotions or memories, and silhouettes are tailored to move with the bride, not weigh her down.

Craftsmanship sits at the centre of it all. Whether it’s the fine embroidery on a blouse or the exact tone of a dyed dupatta, nothing is left to chance. There’s a strong focus on client experience too. From the first consultation to the final fitting, the journey is intimate. Not rushed, not transactional—just thoughtful.

Ayushi often starts with a concept—a larger theme or a cultural idea. That initial spark guides the entire process. Only after that do textiles and silhouettes take shape. One of their standout moments came with a collection that merged hand-printed motifs with intricate embroidery on structured separates. It didn’t follow bridal norms, yet it felt rooted. That runway moment helped reposition the label as both classic and forward-looking.

In an increasingly crowded Indian fashion space, Ayushi knew the importance of building a strong visual identity. The brand avoids mass appeal. No flash sales, no overproduction. Instead, Armuse invests in bespoke experiences, limited collections, and curated visibility. It keeps things a little rare—and that’s exactly the point.

Scaling hasn’t been easy. Hand-printing and embroidery demand time, attention, and skill. Training artisans and managing timelines while maintaining personal touch was a real hurdle. But Armuse held on to its promise of integrity.

Social platforms like Instagram now help tell the story behind the scenes. Snippets of fittings, reels showing karigars at work, glimpses of shoots—it’s all part of how the brand connects with its audience. Celebrity stylings add reach, but the soul remains handcrafted. Their prêt and accessories line is slowly expanding, especially for buyers who want everyday luxury with the same detail.

There’s quiet confidence in the next steps—growing the prêt segment, reaching global markets. But Ayushi Jain keeps it simple.

“Let the craft speak,” she says. Maybe that’s what sets House of Armuse apart. The craft isn’t background. It’s the voice.