We started because good ethnic wear had stopped fitting real people.

Noor by her began in a two-room unit in Surat with three tailors, one embroidery frame and a stubborn idea: that a co-ord set should be cut for the body someone actually has, not the one on a size chart drawn up in 1994.

Everything we make starts with the cloth. We buy georgette, mal chanderi, crush cotton and salsa silk directly from mills we've visited, because the drape of a palazzo is decided long before anyone touches a needle. Then it goes to the karigars — the same families, season after season — who set the mirrors, tie the tassels and finish the hems by hand.

That's slower and it costs more. A single hand-worked yoke can take four days. It also means the embroidery is still sitting flat after twenty wears, that no two pieces are quite identical, and that the people who made your clothes were paid properly to do it.

We size every style from M to 2XL — not as an afterthought at the end of a run, but graded properly from the first sample. If it doesn't fit, send it back within seven days and we'll sort it out.