HELLO! India Exclusive: Heritage, mirrorwork and glocal audience through Vipul Shah's lens

His Ganesh Emporium atelier in Udaipur has the grandeur and antiquity of a 17th-century haveli, boasting 65 galleries and merchandise once associated with royalty who sought the finest artisanal fabrics, handicrafts, and bespoke décor rooted in antiquated aesthetics. Today, Vipul Shah has added a fashiontastic spin to the vintage crafts of the city. From Julia Roberts to Karan Johar, Lisa Ray to Aishwarya Rai Bachchan, all have worn his captivating, richly embellished glocal jackets, while others come looking for his statement boho bags.

Mothers of brides-to-be reach out to him for trousseau potlis featuring intricate needlework. HELLO! gets talking to the creative genius who integrated his global exposure with his rich design inheritance.

HELLO! India: We read that you were born into a family that already preserved antique Indian handicrafts…

Vipul Shah: My family has dedicated generations to curating and preserving India’s textile and craft heritage. At Ganesh Emporium, my parents and grandparents collected vintage textiles, handwoven rugs, pichwai paintings, antique furniture, and curios from across the country — not just for commerce but cultural preservation. By housing them in a 17th-century haveli (next to City Palace) and keeping the collections alive for global audiences, we created a living museum of Indian artistry. That spirit of preservation shaped my own creative journey.

HELLO! India: Tell us how you integrated your global exposure with Rajasthani craft in your unique way.

Vipul Shah: Travel has been my greatest teacher. From Europe to South America, I absorbed global silhouettes, textures and ways of expressing individuality through fashion. But I realised the answer was always back home. At Ganesh Emporium, surrounded by heirloom Rajasthani textiles, I began reimagining these fabrics into bags and jackets that reflected both worlds. A bohemian hobo silhouette might carry centuries-old embroidery, or a chic jacket might showcase tribal mirror work. This marriage of East and West — my Indo-gypsy aesthetic — allows me to make heritage relevant for today, while honouring its roots.

HELLO! India: Do you keep an eye on international fashion trends every season?

Vipul Shah: Our designs aren’t dictated by spring-summer or autumn-winter cycles. They’re timeless. I closely observe how people interact with fashion — the shift toward conscious consumption, slow luxury, and meaningful design. My creations are meant to live beyond trends. A hobo bag or embellished jacket crafted from vintage fabric should look as relevant five years from now as it does today.

HELLO! India: Do you run an elaborate crafts atelier? And how important is it to you that the craftspeople are well compensated?

Vipul Shah: Yes, we run an atelier with a team of skilled craftspeople. For me, design is incomplete without the hands that bring it to life. Fair compensation is non-negotiable. These artisans carry generations of knowledge, and their artistry is the backbone of what we do. Creating an environment where they feel valued is central to my vision. Without them, traditions would fade. With them, we can ensure their continuity.

HELLO! India: Your website mentions ‘organic materials’ and ‘cruelty-free.’ Are these ideas vital to your clientele?

Vipul Shah: Globally, there’s an increasing awareness about what we buy — who made it, where it came from, and how it impacts the planet. For us, working with organic and vintage materials is not a marketing angle but part of our DNA. Every bag or jacket begins with heirloom textiles that already carry a sustainable ethos. Clients value knowing that they’re investing in something authentic, repurposed, and cruelty-free. It’s fashion with integrity, and that resonates across borders.

HELLO! India: Your jackets, totes and clutches are popular with celebrities. Any celeb interaction that’s close to your heart?

Vipul Shah: I’ve been fortunate to welcome incredible personalities from across the world. Celebrities like Andie MacDowell, Dame Judi Dench, Catherine Zeta-Jones, Maud Adams, Celia Imrie, Jaclyn Smith, Dua Lipa, Freida Pinto, Nazanin Boniadi, and many others have admired our handmade bags. On the fashion front, icons like Pierpaolo Piccioli, Tory Burch, Sarah Burton, Kim Jones, Angela Missoni, Edgardo Osorio, and Maria Grazia Chiuri have visited Ganesh Emporium. The most memorable moment was with Pierpaolo, who spoke passionately about the craftsmanship of Indian embroideries and how they could be elevated to couture. His insights on design, materials, and legacy were invaluable. For me, it was affirmation that artisanal heritage has universal relevance.

HELLO! India: How did your retail space come together? It’s as much a statement on Indian aesthetics as your fashion creations.

Vipul Shah: The store is not just a retail space; it’s a cultural experience where architecture, heritage, and craftsmanship coexist. The building is layered with history — 65 galleries, narrow staircases, carved balconies, and sunlit courtyards that embody Rajasthan’s soul. Its restoration involved local artisans who used traditional lime plastering, stone carving, woodwork, and hand-painted motifs. Every corner is filled with something to discover — pichwai paintings, vintage stoneware, antique textiles, and architectural details. 

HELLO! India: Your potli bags have their origins in a tradition where a mother would create such a bag for her daughter on her wedding day. Do mothers buy them as wedding gifts even now?

Vipul Shah: Many mothers still choose our embellished bags and potlis as part of a bridal trousseau. They carry not only beauty but meaning — a continuation of heritage and blessings. One memorable commission was a bridal trousseau crafted from vintage textiles, with each piece symbolising family legacy. It was a deeply emotional project that reminded me why these traditions matter: they turn fashion into memory, into inheritance.

HELLO! India: Your Indo-gypsy aesthetic has found clients in markets like Mexico, London, and New York. How did you grow this part of the business?

Vipul Shah: Our global growth has been organic. Travellers who visit Ganesh Emporium often become lifelong clients, carrying pieces of India back with them. That’s how our bags and jackets reached cities like London and New York. Word of mouth has been our strongest ally. While we collaborate with select boutiques, I avoid bulk franchising because every piece is unique. The focus is on preserving integrity, not mass production.

HELLO! India: Would you want to expand into interiors, footwear, or art?

Vipul Shah: Yes, expansion feels natural, but always guided by craft. Interiors and art excite me because the textiles and embroideries lend themselves beautifully to those formats. But I never force it — every extension must feel organic, rooted in heritage, and timeless in appeal. It’s not about chasing categories, but letting the craft show the way.

HELLO! India: Share the highlights of 2025 so far.

Vipul Shah: The year has been about preservation and expansion. We’ve worked on reviving nearly forgotten embroidery traditions, showcasing them in contemporary designs. Recognition from clients and connoisseurs worldwide has been gratifying. Yet the biggest highlight is always the same: watching someone carry a piece of history with pride. Knowing that we’ve kept an ancient tradition alive and relevant for today is the true reward.

This story was featured in the Vol 1. Issue 5 of HELLO! India. For more exclusive stories, subscribe to the magazine here.