Designer Karishma Swali launches MoonRay with daughter Avantika Swali

By

Isabelle Crossley

Published
Dec 20, 2021

Designer and bridal wear brand Jade’s co-founder Karishma Swali has launched womenswear and accessories brand MoonRay with her daughter Avantika Swali with an e-commerce store and studio space. 

New brand MoonRay launched its e-commerce store over the weekend with a wide array of clothing, jewellery, footwear, handbags, and accessories. The brand also held a launch party and fashion show at its studio space, it announced on Facebook. 
 
“MoonRay combines a mother-daughter duo’s love for design with their passion for inclusion,” Karishma Swali told Vogue India. “We have co-created a conscious fashion brand that tells the story of young artists everywhere through innovation, compassion and craft… MoonRay is our expression for everyone to be their own ray of hope.”

The label is designed to be sustainable and textiles used include organic cotton, indigo-dyed denim, GOTS-certified jersey, and Forest Stewardship-certified viscose. Crochet pieces are fabricated from upcycled threads, footwear is made from vegan leather, and industry waste fabrics are used where possible. 

“What excited us was using traditional techniques like Kutch and kala organic cotton hand-spinning and hand-weaving techniques and adapting these into a contemporary aesthetic through curated silhouettes with clean cuts and fits to flatter,” said Swali. 
 
MoonRay’s aesthetic is modern, versatile, and full of quirky details such as eye and skull motifs mixed with traditional craft techniques. The brand also launched with a line of 22 carat gold-plated jewellery with layered charms and celestial motifs. 
 
Karishma Swali is one half of Jade by Monica & Karishma and creative director of embroidery business House of Chanakya. Her new venture with daughter Avantika targets a younger customer base with prices in the bridge-to-luxury segment of the market. The brand will use 50% of its proceeds to support children’s education and animal welfare through NGOs