My design philosophy has been very clear-” fusion of different cultures in design with a slight touch of my roots” Have always been curious to experiment and use different textures of fabrics such as muga silk, linen satin, khadi silk to name a few and also using different techniques such as printing, embellishments, dyeing to evoke the Indian touch and spirit to the clothing. My clothing is mainly for women who are willing to walk the unexplored path which often makes them discover the beauty within them. Although AIYKYA does not have a signature style or a signature classic design as such, each category and each season the collection is different, casual wear collection always has a mixture of bright to subtle earthy tones and mixture of silks to linen and cotton with simple Mughal print, while the festive collection ranges from bright to whites based on the mood of the festival. The overwhelming response and appreciation that I received for my clothing line that I created while graduating from a fashion school decided that this was my calling. My dream of having my own little store, finally came true in June 2013. My prior work experience at TESCO as a merchandiser helped me understand the creative journey of a bare idea to a beautiful product. My work experience played a pivotal role in setting up my store as it gave me an insight into all the details that were to be considered while creating my own line.