Nivedita Mathur launches womenswear and furniture brand Plumarii

By

Isabelle Crossley

Published
Jul 13, 2021

Jaipur-based designer and entrepreneur Nivedita Mathur has launched a womenswear, homeware, and furniture brand ‘Plumarii’ online, featuring hand embroidery and a relaxed aesthetic.  

The brand has launched its maiden collection for spring/summer 2021 ‘Into the Garden’ along with a dedicated e-commerce website with pan-India shipping, the brand announced on Facebook. The collection, born during lockdown, puts floral embroidery front and centre on everything from dresses to cushions to wardrobes.
 
“I wanted to start something fresh and vibrant, create clothing with a sense of ease and express myself through nature; that was the connection I was waking up to every day during the lockdown,” Mathur told Elle India about her brand’s inception.

“I spent my days gazing at sunrises and sunsets, walked in my garden barefoot and appreciated the little things in life. It was during these meditative walks that the idea to start my own brand was born.”
 
Plumarii takes its name from the Latin word for ‘embroidery’ and has a highly feminine aesthetic mixed with wearable, casual silhouettes. The brand’s first collection has a pastel colour palette and textiles used include locally sourced Khadi, linen, and silk.
 
“Our plan is to design clothing that people can love and wear for a lifetime,” said Mathur. “We’re also fascinated by fragrances and would love to explore opportunities in that regard.”