Craftsmanship

Craftsmanship

At AmarSons, every garment begins long before it reaches our store. It begins in the hands of artisans — skilled men and women whose families have practised their craft for generations, often in the same workshops where their grandparents once worked.

We believe that clothing at its finest is not manufactured. It is made. And the distinction matters.

The Hands Behind the Work

Our collections draw from some of India’s most celebrated textile traditions. We work directly with artisan communities across the country, building relationships that span years — not transactions, but partnerships rooted in mutual respect and a shared commitment to quality.

Among the traditions we are privileged to represent:

Zardozi Embroidery — Originating in the courts of Mughal India, zardozi is the art of embroidering with metallic threads, sequins, and precious stones. Each piece can take weeks or even months to complete. Our zardozi artisans, many based in Lucknow and Bhopal, bring an extraordinary level of precision and patience to every garment they touch.

Banarasi Weaving — The handlooms of Varanasi have produced some of the world’s most revered silk fabrics for centuries. A single Banarasi saree may take anywhere from fifteen days to six months to weave, depending on the complexity of its design. We source directly from master weavers, ensuring authenticity and fair compensation.

Chikankari — The delicate white-on-white embroidery of Lucknow, chikankari is a study in restraint and elegance. Our chikankari pieces are hand-embroidered using traditional techniques — shadow work, jaali, and phanda among them — that have remained largely unchanged for over four hundred years.

Phulkari — Born in the Punjab, phulkari (“flower work”) is a vibrant embroidery tradition that transforms simple fabrics into fields of colour. We honour this heritage by incorporating authentic phulkari techniques into contemporary silhouettes, connecting the tradition to the women who wear it today.

Our Approach to Quality

We do not believe in shortcuts. Every fabric is inspected by hand. Every embellishment is verified for durability and finish. Every garment is checked against the standards we have maintained for nearly four decades.

Where others might accept machine approximations of traditional techniques, we insist on the real thing. The difference may not always be visible at first glance, but it is always felt — in the weight of the fabric, in the way it drapes, in the way it ages with grace rather than deterioration.

Sustaining the Craft

The artisan traditions of India face real pressures — from mechanisation, from changing markets, from the simple economics of a world that increasingly values speed over skill. We take our role in sustaining these crafts seriously.

By working directly with artisan families, by paying fair prices, and by presenting their work to an audience that values it, we aim to ensure that the next generation of craftspeople has reason to continue. This is not charity. It is a recognition that without the artisan, there is no art — and without the art, there is nothing worth wearing.

Visit Us

To see and feel the quality of these traditions first-hand, we invite you to visit our store at SCO 825–826, Sector 22-A, Chandigarh. Our team is always happy to walk you through the story behind any piece in our collection.

We are open every day from 10:00 AM to 9:00 PM.