Editor’s Note
This acquisition by Tamasq, a sustainable fashion leader, of the popular DTC jewelry brand NakhreWaali marks a strategic expansion. It combines Tamasq’s commitment to sustainability with NakhreWaali’s unique, handcrafted designs, aiming to create a stronger, synergistic brand in the conscious consumer market.
Tamasq, a company focused on sustainable fashion, has acquired the direct-to-consumer (DTC) jewelry brand NakhreWaali. NakhreWaali is widely popular for its unique, handcrafted designs.
Tamasq stated that this acquisition aligns the two brands’ shared commitment to preserving artisanal traditions while enabling sustainable growth. It will also complement Tamasq’s existing DTC apparel brand, Mogra Designs. Mogra Designs is known for its handpicked sarees and traditional fabrics and has recently launched popular corsets and mermaid skirts, with a focus on sustainable fashion.
Founded by Gursakhi Lugani, NakhreWaali is a leader in India’s high-end handcrafted jewelry sector, holding over 70% market share. The brand has built its supply chain on a network of more than 150 skilled artisans across India, maintaining zero mechanization. This approach preserves traditional craftsmanship while creating sustainable employment opportunities for artisan communities. Currently, NakhreWaali’s products are available in 11 international markets, including the USA, UAE, and Italy. The acquisition is expected to help NakhreWaali further expand its global reach while retaining its traditional artisanal identity.
Tamasq will retain NakhreWaali’s existing team and artisans. NakhreWaali will continue to operate its e-commerce business and will have a dedicated display area at the Mogra Designs flagship store in Bangalore.
