The designer Jyoti Sharma's label, launched in 2006 emphasises the importance of a continued timelessness whilst at the same time staying true to its stylish charm. The designer is well known for the high craftmanship of her garments and her clean elegant silhouettes. She also has an eye for detail and uses intricate embroidery on many of her outfits.
The designer's A/W 2012 collection entitled Raakh (the powdery residue of matter that remains after burning). This collection displayed the serious moods and moments to define her inspiration. Her next collection focused on geometric floral art work which is based on black and greys with a splash of colour like blood red, orange and rust brown.