EMBROIDERED COUTURE was founded in the late 70'S by SHAKUN MULCHANDANI who was selected by the french pioneer of embroidery, Francois Lesage, to duplicate the samples of beautifully embellished gowns in her factory, which he believed was one of the only quality driven factories capable of duplicating the french techniques outside of Europe. She became the leading embroidery designer for Haute Couture gowns for the houses of Dior, Scherrer, Feraud, and Oscar de la Renta in Paris and New York in the 80s and 90's.
In 2000, her son, SID MULCHANDANI took over the design and management of the business as he had grown up in the factory all these years playing with these materials and textures, an art that became ingrained in him through time and his own experience of spending every afternoon after school in the factory in Mumbai. With a degree in marketing and business management he has learnt to sensibly combine commerce with creation.
The company has a unique design intelligence which combines the conservative and strong design rules that Sid inherited from his mother in addition to his skills of accenting with the novelty and uniqueness of "edge" to the designs of the brand. His incredible sense of detail, impeccable imagination for colour palettes, and innate ability to unpredictably and successfully mix textures and elements has brought a spectrum of customers to the embroidery house from a taste of sensible conservatism to fashionable avante garde...
From a business perspective, Embroidered Couture understands the highly demanding industry of fashion in terms of quick turn around times for samples and production as well as the need for lower prices which gives its clients' brands better sell throughs and in return a profitable business for all parties involved. Without the quality, affordability and timeliness, design is irrelevant.