Meet the Makers: The Artisans Behind Simitri’s Sparkle

Before Simitri made its way to red carpets, magazine covers, and Gossip Girl’s wardrobe (Name a more iconic glow-up, while we wait.), it began exactly where all great love stories do: at a dining table.

(No, we kid you not. Seriously!)

In 2015, when Gayatri Chopra, a National Institute of Fashion Technology grad with a glitter addiction and a flair for the dramatic (In the best way possible), married Simran Kaur’s brother, neither of them expected the real union would be over fringes & tassels.

What began as “pass the lentils” turned into “pass the sequins,” and Simitri was born with nothing but big ideas, sketch pads, and a kitchen table covered in fabric swatches. (We call that haute cuisine.)

From Dining Table to Red Carpet Drama (With Fringe, Of Course)

Fast-forward past spilled chai, sequins in hair, and a few chaotic "what if we launched this?" moments, Simitri has now sparkled its way onto New York Fashion Week runways, the Grammys, the Emmys, and, yes, even into the scandalously well-accessorized world of the Gossip Girl reboot.

Not bad for two sisters-in-law armed with a vision, a glue gun, and zero interest in playing it safe. While the fashion world went minimal, Simitri said, “Let’s add fringe. And then fringe the fringe.”

Because subtle? We don’t know her.

Our hand-embroidered clutches don’t just whisper luxury, they kick the runway door open in sequins and say, “I’m here. I shimmer. Get used to it.” When others went beige, we went beaded. When trends told us to tone it down, we turned it all the way up and then added tassels for good measure.

Handmade in India, Worn by the World

Behind every Simitri bag is a team of highly skilled artisans in India, many of whom come from generations of craftspeople. Their artistry is stitched into every piece where kutch weaves flirt with fringe, zardozi finds its groove with denim, and ikat rubs shoulders with glitter like it’s the Met Gala.

This isn’t mass production. It’s slow fashion with high-octane energy, a celebration of chaos, culture, and color, transformed into something your outfit actually deserves.

And yes, everything is handmade. No factories. Just fingers that have stitched tradition into trend since way before “artisanal” became a hashtag.

Small Brand, Big Fringe Energy

Simitri isn’t chasing algorithms or trend reports. It’s making magic, one tassel at a time. Every piece you buy supports a whole ecosystem of independent artisans, heritage crafts, and fearless design choices (see also: sequin shoulder pads). That’s what small business really means: more creativity, less compromise.

Our collections are a testament to the brand's ethos: bold, vibrant, and unapologetically unique. From the Pinata Briefcase Bag dripping in iridescent sequins to the Pink Brocade Briefcase Bag that pays homage to Jaipur's royal charm, each piece is designed to turn heads and spark conversations.

And let’s not forget the Rainbow Etoile Clutch, a technicolor dream that turns any room into your personal runway. Handcrafted with rainbow-hued crystal lace over gingham cotton (yes, she’s that girl), this clutch is equal parts whimsy and wow. 

The Real Stars: Simran & Gayatri

Gayatri brings the couture instincts, the craftsmanship know-how, and an unshakable belief that everything is better with crystals. Simran brings the fire, the business brain, and the energy of a woman who can plan a collection and a family dinner at the same time. Together, they’re a powerhouse built on family ties, shared vision, and a mutual obsession with making accessories that do the most.

They’re not just designers. They’re storytellers, weaving India’s heritage into handbags that feel as bold as you do. And they’re not slowing down. So next time you carry a Simitri clutch, know this: It didn’t come off a conveyor belt. It came from love, legacy, and two women who turned “what if” into “watch us.”

Because at Simitri, we don’t just make accessories, we make scenes.
(And if you drop your clutch mid-strut because it sparkles too hard? You're welcome.)