Welcome to the World of RURIethnic
RURIethnic isn’t just a saree label, it's a world built from memory, meaning, and meticulous love. If you’ve ever grown up watching women drape themselves in grace, you’ll understand how this love isn’t learned, it's inherited. Sarees have been a part of my life for as long as I can remember. They weren’t just garments; they were storytellers, bearing the scent of home, festivals, and everyday conversations. So when the time came to build something of my own, there was never a doubt. It had to be sarees and it had to be RURIethnic.
What We Offer: Curated, Not Collected
RURIethnic is a handloom saree brand based in Aundh, Pune. Every collection here is the result of deep thought, travel, and trust, trust in our weavers, in our process, and in our vision. We don’t bulk stock sarees. Every piece is curated with intention, and what you see in our store or online is a limited, thoughtful selection of sarees that reflect our standards of quality and uniqueness.
Why RURIethnic Sarees Feel Different
Our edge? It’s in the details. The colours we pick, the textures we champion, the designs we select they’re chosen with a connoisseur’s eye. RURIethnic sarees are not fast fashion. They are crafted slowly, like a dish cooked with love.
If you’ve ever cooked a meal for someone you deeply care about, you’ll know this feeling, the joy when they take a bite, close their eyes, and smile. That’s what we feel when a customer drapes a RURIethnic saree, walks to the mirror, and says, “Now how do I choose just one?”
A Quiet Revolution, One Saree at a Time
RURIethnic is a gentle rebellion. Against mass-produced sameness. Against the idea that sarees are ‘too much’. And most importantly, against forgetting where we come from. Every saree we curate is an invitation to pause, to celebrate, to feel rooted.
Thank you for stepping into our world. We’re honoured to drape you in a garment that holds so much more than threads, it holds legacy.
From Media to Handloom: A Journey of Return
Before RURIethnic, I spent years in the world of marketing and PR within the media industry crafting stories, building narratives, and shaping perception. That experience shaped how I now tell the story of RURIethnic. The values of communication, community, and consistency travelled with me when I took the leap to build a brand that would honour tradition in a way that felt both personal and purposeful.
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