Introducing EthiLore: The brand was founded by Snehal Choudhari who is an award-winning product designer from NIFT. It is her passion that fuels the company. EthiLore came into being as an extension to the founder's artistic personality and life philosophy. Her strong belief in sustainability, slow fashion, and recognition of Indian traditional crafts led to founding EthiLore- Art Unmuted. The team works with traditional Indian jewellery making artists and create one of a kind piece by spending time with craftsmen from different parts of the country. Based on their specific Technique, Kundan and Meena work is finished in Rajasthan, Wire and metal work in West Bengal and Temple engraving in Tamil Nadu.
Why We Love EthiLore: Each piece is created by a group of craftsmen after technique and design intervention. EthiLore is a journey of our folklore through the traditional crafts of India with a modern twist.
“Jewellery is a crucial part of Indian dressing. It is a visual statement of who we are and where we come from”
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