Our Story
Rooh London was founded by Smriti — born in New Delhi, now based in London — to keep the soul ("Rooh" in Arabic/Urdu) of Indian craft alive in everyday life. After years of collecting hand-printed textiles and memories of colour-filled festivals, she launched Rooh in 2022 to celebrate slow, small-batch making.
We collaborate with family-run workshops in Jaipur and beyond, where master artisans use wooden blocks, natural cotton, and time-honoured methods. Every piece is produced responsibly, in limited quantities, with fair pay and care at every step.
You’ll find pieces for real life and real joy: a handmade block print dress for weekends, an Indian block print robe or kimono robe for slow mornings, cotton nightwear and block print pyjamas, a block printed quilt for cosy nights, hand block printed tablecloths, block print napkins, and quilted wash bags — all designed to be lived in and loved.
Each item is cut, printed, and finished by hand, so slight variations are a mark of the maker. That’s the beauty of craft: character, not mass production.
When you shop Rooh London, you help sustain artisan communities, preserve centuries-old block printing and quilting techniques, and keep these stories alive for the future. Thank you for supporting small-batch, soulful design.
We hope our handcrafted treasures bring joy, beauty, and meaning into your home and wardrobe, and become a part of your story.
