Brand Story

Welcome to 17 Looms, where every thread weaves a tale, and each fabric is a masterpiece embodying three distinct values: Empowering Individuality, Embracing Cultural Legacy, and Enabling Artisan Triumph. From the loom to your wardrobe, each garment carries a rich narrative, inviting you to embrace the splendour of Indian textile art. At 17 Looms, quality isn't merely a standard; it's the very essence that imbues each piece created with timeless elegance and sophistication. Crafted from the finest fabrics and brought to life through skilled Indian craftsmanship, we invite you to explore the world of 17 Looms.

FOUNDERS NOTE:

During her visit to Jaipur, Nandini Shenoy, Founder & CEO of Pinkvilla, had the chance to fully immerse herself in the vibrant world of Indian textiles. Being enveloped in the timeless charm of these fabrics deeply impacted her.

Driven by the skill she observed, Nandini felt compelled to initiate 17 Looms. With 17 Looms, she aims to forge a platform accessible to all, bridging distances and allowing everyone to partake in the splendour and traditions of Indian textiles, irrespective of their geographical confines.
This endeavour represents a notable progression for Pinkvilla, broadening its scope to cater to its esteemed audience in a novel manner.

Mission & Ethos

Our mission is simple yet profound – we want to empower you to showcase your individuality through the beauty of Indian textile heritage and exquisite craftsmanship.

Artisan Upliftment

Each creation at 17 Looms emerges from the hands of skilled artisans, where passion, culture, art, and tradition converge harmoniously. At 17 Looms, we not only honor these artisans but also invite you to be a part of their journey – nurturing their talents, their community, and their future. Choosing 17 Looms is more than a fashion statement; it's a pledge to support a thriving artisan community and preserve their exquisite craft for generations to come.

Our Offerings

Explore our select array of elegant dress styles meticulously crafted to elevate your look and leave you feeling effortlessly beautiful. Each piece is designed to stand the test of time, becoming a cherished staple in your wardrobe – a timeless expression of your impeccable taste.

Future Dreams

Our voyage with AMARA has only just commenced, yet our ambitions soar far beyond. We aspire to broaden our horizons, delving into complementary realms and igniting a collective curiosity for the intricacies of Indian art and culture.

Join us at 17 Looms, where your narrative intertwines with ours, in a journey of self-expression, cultural legacy, and artisan triumph.

Our Vision

At Elegante, we seamlessly blend the richness of traditional Indian craftsmanship with modern sophistication, helping fashion enthusiasts redefine elegance, celebrate timeless beauty, and elevate festive moments through intricate designs. Each piece in our heirloom collection pays tribute to India’s cultural heritage, showcasing the artistry of skilled artisans while offering a modern, luxurious touch. From delicate Chikankari embroidery to shimmering sequin embellishments and pleated patterns, every detail is crafted to elevate your style. 


Join us at 17 Looms and experience the cultural legacy and artistic triumphs of India’s master craftsmen.