Sejal Anujah Shah

Taking a trip down memory lane with my first ever bridal lengha. Jeneen came to be knowing that she wanted something different for her wedding. We went with a peach-skin fabric with an almost suede like touch and embroidery that was inspired by some of her mums traditional pieces. Fun fact, almost 7 years later, Jeneen and her mum have both come back to me to have outfits made for her brothers wedding!

This has to be one of my favourite bits of embroidery for the OG Sejal Anujah Shah collection, all those years ago. I’ve always said that timeless is my trend. None of these temporary fads, just something chic and elegant that will last in your wardrobe for years to come 🤍🪩

Fighting away the Monday blues with all the creativity of what could be. I spent the last week repainting the atelier, breathing life back in to a space that felt heavy with the creative struggle that has been the last few years. I felt like I lost my voice in the aftermath of the pandemic, taking on lots that was not in line with who I am as a designer, my aesthetic and ethos in how I operate. The space isn’t complete yet but it’s already feeling like a more positive space for creativity 🪡🪡

Where craftsmanship meets class. Our bespoke designs and high quality fabric choices can elevate your bridal look. This stunning guipure lace dress was brought to life with an internal corset structure, a semi sheer train and hand finished details of pearls. ​​​​​​​​​.​​​​​​​​​.

Did you know that we stopped creating collections (despite having a couple designed and ready to produce) as a way of operating more sustainably. If the pandemic taught me one thing, it was that there was a better way to produce fashion. Whilst samples are needed to be able to show my creativity as a designer, I know it can be done in a slower, more intentional way.

So much of Couture is about experimenting, draping and developing your personal style. It truly is an extension of the designer themselves. Personally, as a designer, I have struggled to toe the line of traditional Indian fashion as it's not where my passion or style lies. To navigate between the creative and business sides of the label, to have to restrict creativity because of being compared to brands who create differently or just sell differently to me. To be asked to replicate other designers work and at less then 25% of the cost of the original. Duplicating another designers work is not something that I will ever be willing to do, and I stand strong in knowing that my ethos and design style is something special.​​​​​​​​​.​​​​​​​​​.

The beauty of bespoke pieces is being able to help bring a brides look to life. When bride Shruthi decided to wear her mums bridal lengha for her own wedding, we helped to tidy up the skirt and replace some of the embroidery that had oxidised over the years. We also helped to complete the look with a brand new blouse and a second dupatta with embroidery to match that of the original outfit. Shruthi asked that we include the name of her late grandmother on the dupatta so she had her with her on the day. Sometimes all you need are some finishing touches.

In couture, every detail matters – it's the little things that make the biggest impact.

By its very definition, Haute Couture is the creation of exclusive custom-fitted high-end fashion design. The time, effort and attention to the smallest of details that goes in to each and every creation really makes this way of working a labour of love. Each element of this modern look was designed and made to fit and suit bride Sonam and her personality perfectly.​​​​​​​​​.​​​​​​​​​.

Elegance unfolds in the artful cascade of draped fabric, sculpting a symphony of movement and grace. Each fold whispers a story of timeless sophistication and effortless beauty.

Transforming fabric into a masterpiece: where intricate stitches meet artistry, couture embroidery weaves a tale of craftsmanship, elevating garments to timeless works of wearable art.

Couture is not just about clothes; it's about a statement of refined taste. This piece was designed many years ago but the simplicity of this look means it looks like it's something I could have designed in 2024.

When I first took this photo, all I saw was hatred for myself. I have created my brand around my own experiences in life and body positivity has always been a huge factor. The past 2 years have been tough on me and my health, resulting in unintentional and stubborn weight gain. I was quite swollen here and clearly remember feeling so awful about myself in the moment. I look back at the image now and don't know what I was thinking. I started this label for people just like me. Those who need a reminder that clothes are not something we should fit in to but instead something that should be made to fit us. Whilst it can be more of an investment, buying Couture is such an empowering way to have clothes that not only fit you, but also represent your style and aesthetic.

Sejal Anujah Shah; crafting timeless elegance, one bespoke design at a time. ✨

Crafting dreams into reality, one stitch at a time. Embracing the art of bespoke fashion design. ✨👗✂️

Elegance tailored to perfection. Embracing the art of bespoke beauty in every stitch. Here's to a year filled with custom creations and sartorial excellence. Here's to a new chapter, to a world of unique style! 🧵✨

Stepping into the new year (a few days later) with runway grace and couture dreams. Here's to a year of fashion-forward moments and stitching together the threads of success. Happy New Year, darlings! 🌟✨

One from the beginning, when I was so full of hope and excitement at the potential of my new little label. I’ve learnt a lot since then and the brand and evolved even more but if anything remains the same, it’s my design aesthetic and ethos. Hand crafted pieces that are built to last with a crisp, clean modern style 👌🏽

Glitz and glamour always.

Production details. This look was created in pieces so that bride Saheli could wear it in different ways after her wedding. ​​​​​​​​​​​​​​​​​​Sustainable fashion made easy.

Draped in splendour, this beaded maxi dress with detachable bow was the perfect look for the ever elegant Sabrina ✨✨

Sorry but these pearls just look stunning in black and white. Dreamy 🤍🤍🤍​​​​​​​​​​​​​​​​​​Hand embroidered for bespoke reception bride Dhaara.

I live for beadwork like this 😍🥰

An idea I've had since my student days, finally coming to fruition. Inspired by the elegant designs of South Asian art, this quilted blouse is what dreams are made of...

I pride myself on standing tall in my ethos and design style. I bring the simple elegance of classic couture with traditional elements of my Indian heritage. Whilst this particular look has more traditional elements than others, I was a perfect representation of bride Dhaara. Do you know that that base bandhani used are the staring point for the entire design was actually a vintage sari?

Another look at the embroidery for bride Sabrina's look. There's something about a classic look that makes me so happy. ​​​​​​​​​​​​​​​​​​Check out our website to learn more about our quality craftsmanship.

A throwback to the Vedha laser cut set. A timeless statement piece that remains one of my all time fav's to date 🤍

Statement pieces that last a lifetime 🤍

A contemporary print to elevate this pre draped sari look, which fabric would you choose?