In an exclusive interaction with BW Retail World, Samiha Jha, Founder & Director of Sammyukk, shares how her fascination for art history shapes the brand’s identity, its sustainable luxury philosophy, and her expansion roadmap for India and beyond
How did your fascination for art history shape the brand’s identity and design ethos?
I studied art history during my college years, and it fascinated me deeply. Later, I pursued fashion, and when I decided to start Sammyukk, I wanted to merge both worlds. To me, art history isn’t just about paintings or monuments—it tells the story of people and their lifestyles. My aim was to reinterpret these stories through garments. By blending historical motifs—be it Renaissance, Art Nouveau, or Mughal miniatures—with contemporary silhouettes, we create timeless pieces. The core value of Sammyukk lies in transforming art history into wearable conversation starters—garments that are not only fashionable but also evoke curiosity and storytelling.
Sammyukk’s pieces blend Western silhouettes with intricate embroidery and historical motifs. How do you translate empowerment and confidence into your design process?
For me, confidence stems from how one feels in an outfit. Each collection begins with an emotion—do I want someone to feel bold, soft, or empowered when wearing it? Once I establish that mood, I dive into historical research, selecting motifs that align with it, such as Egyptian scarabs or Art Deco patterns. These motifs are then reinterpreted through embroidery, prints, or textured fabrics in a way that resonates with today’s consumer. The real challenge is adapting them into modern pieces like oversized shirts, jackets, or trousers. Our craftsmanship ensures that beyond patterns, the fabrics are luxurious, skin-friendly, and comfortable, so every piece empowers the wearer.
In such a competitive market, how do you balance luxury with sustainability, particularly with Sammyukk’s limited-edition philosophy?
Our philosophy is rooted in intentionality. Unlike fast fashion, where garments are worn a few times and discarded, we produce limited pieces with a focus on quality. Wearing something rare creates an emotional connection—customers know they own something not everyone can. This also discourages wasteful consumption. Our garments are timeless and durable, encouraging longer use. By producing fewer, high-quality pieces, we not only protect the environment but also give customers something truly special.
Sammyukk sells online through its own website and marketplaces like Amazon, Myntra, and Flipkart, along with offline exhibitions. How do you balance these revenue streams, and what trends are you seeing in customer engagement?
Our approach is multi-layered. The website is our storytelling hub, where customers connect with the brand ethos. Marketplaces give us reach, attracting first-time buyers who often return directly to our website for repeat purchases. Exhibitions are equally important—they allow customers to experience our fabrics and fits firsthand, building a stronger bond with the brand. Each channel has its own role: marketplaces for visibility, exhibitions for tactile engagement, and D2C for loyalty. Together, they balance out our sales strategy.
What are your immediate expansion priorities, both domestically and internationally?
In India, we’re planning to establish a physical retail presence, ideally in malls or through partnerships with lifestyle stores. Internationally, we’d like to collaborate with boutiques that share our values of sustainability and art-inspired design. We’re not looking at mass exports but rather selective, thoughtful collaborations. When we do open stores, they won’t just be retail outlets but experiential spaces—more like art exhibitions—where customers can immerse themselves in our philosophy and feel special while engaging with the brand.
Are you planning to offer customisation and personalisation options, given rising consumer demand in premium fashion?
Yes, that’s part of our roadmap. Soon, customers will be able to personalise garments directly through our website—choosing embroidery, mixing fabrics, or adjusting elements like necklines and sleeves. This will allow them to co-create their own unique Sammyukk pieces, adding another layer of exclusivity and personal connection to the brand.
