South Asian Brand Discovery - June - Bella Mews

I was attending a Zoom session during the Jazba Collective Fellowship when one of the mentors posed a simple but powerful challenge: "Can you name five South Asian-owned brands from head to toe?" She shared how she and her friends had once played this game for fun, listing South Asian brands for everything from earrings to shoes. I remember smiling, but also thinking, what a fun idea… and how important it is. Because if we, as South Asians, don’t know about our brands and support them, who will?

That moment sparked the idea for this series: South Asian Brand Discovery. Each month, I’ll be featuring a founder whose work is rooted in culture, craft, and community, brands that deserve to be seen, celebrated, and shared. Today, I’m excited to introduce you to Bella Mews. I had the joy of sitting down with Jigisha, the founder of Bella Mews, a brand that transforms preloved saris into beautiful, one-of-a-kind accessories.

Fun fact: Jigisha and I live in the same town, and our daughters are friends! We sat down for a chat, and here it is.

Tell us your story. What inspired you to start Bella Mews? Was there a particular moment or experience that sparked this journey?

I’d say it’s a culmination of various interests and experiences that lead to the creation of Bella Mews. I’ve been intrigued by fabrics for as long as I can remember, particularly Indian textiles. That, along with my experience in both the fashion industry and in advertising (on the creative side) fused with the sheer satisfaction that I experience when having an idea realized through the process of creating with my own hands. Essentially, it is a love of textiles and beautiful design.

The name 'Bella Mews' is intriguing. What does it signify, and how does it reflect your brand's ethos?
It is simply the sum of two facets of a particular time in my life’s journey. Bella is the blend of both of my daughters’ middle names: Ella and Belle. The double entendre of the word mews, sounding like ‘muse’ was also very intentional as I draw much inspiration from their uninhibited creativity. And it is while living in a quaint mews in South London that the idea for this endeavor came to conception.

Your products are crafted from preloved saris. Can you share the process of transforming these textiles into accessories? What challenges and joys does this upcycling process bring?
The sari being an unstitched garment, is not necessarily made to be cut and sewn. My reason for choosing to work with saris in particular was the realization (at that time), that once loved saris weren’t necessarily thrifted or sold in “vintage boutiques” as is done here. Old, worn-out saris would be offered to the less fortunate or house help. My belief was that despite a few small spots or slight tear, the remaining five to nine yards were still beautiful and worth repurposing. I’ve found a few suppliers of used saris in India who have been great to work with. The joys definitely outweigh the challenges. To design is to solve a need or a problem. Here, the problem is clearly that of textile waste and the ‘need’ is my desire to design and create unique and appealing accessories that are accessible to a larger audience while still allowing the beauty of the sari to be the star. Selecting saris that have prints and colors that can translate well to smaller, structured forms is the starting point. As with most design processes, it takes a little imagining and tinkering before successfully creating a piece that works well. It’s a sort of metamorphosis and for me, the beauty and awe is in the process of transforming the preloved sari into something new and unique.

Each piece is unique. How do you select the saris for your products, and what stories do these fabrics tell?
It’s as simple as “does this color and print catch my eye?” If it strikes me, I go with it. I don’t always know if it will work well as a small handbag or better as a floral brooch, but if it excites me, I hold onto it. I believe that the sari itself is such a rich garment filled with stories from its very beginning. From the hands that dye the yarns to spinners and weavers, who infuse their stories into the saris. And of course, the numerous occasions and moments of the drape itself. I can only imagine the various lives and stories of the individuals who’ve worn these saris before coming into my space. It creates a sense of unity, like the threads binding us in some way.

What’s something most people don’t realize about your products or process? Share a behind-the-scenes detail that highlights the craftsmanship or thoughtfulness involved.
Where possible, I try to be as intentional as I can with the materials used. I was initially nerding out on the word “sustainable” when I was designing the first handbags. While working with my manufacturer at his studio in Queens, he suggested that we use his deadstock for the lining of my handbags. He brought out a roll of bright fuchsia bengaline (a woven silk and cotton). It was perfect. It paired beautifully with literally every sari color and print that we were working with. I also loved that we were using something that had been sitting idle for years in his back studio. The process is equal parts design and handcraft. While my forte may be in the design, I relish in the collaborative aspect of bringing the designs to life with the help of skilled makers. I am constantly fascinated by their expertise and talent, and appreciative of their generosity in sharing their craft.

Have you received any customer feedback that deeply resonated with you? We'd love to hear about moments when your work made a meaningful impact.
I often get inquiries for custom orders. Most recently, I had a client reach out to me to have custom bangles made from a sari that was gifted to her by her grandmother who had recently passed. She wrote that she couldn’t imagine wearing the sari herself but loved that it was such a beautiful piece with so many memories ingrained in it. She wanted to share a memento with the other members of her family. These are the stories and pieces that bring me the greatest joy. They allow for a deeper sense of appreciation and purpose to these pieces.

How can people support Bella Mews right now?
Show some love in any way you feel. Visit bellamews.com for the latest designs in repurposed saris, whether it’s a piece for yourself or a unique and inspired gift for someone special. Reach out with any inquiries for custom orders (as these are my favorites). And of course, follow us on Instagram @bellamews.

Thank you to Jigisha for sharing her story and for the beautiful work she does through Bella Mews. This blog is part of the South Asian Brand Discovery series curated by Tinted Heritage — a modern Indian home decor and gifting brand rooted in culture, tradition, and storytelling.
If you’re new here, explore our collections at tintedheritage.com or follow along on Instagram @tintedheritage.

Loved this spotlight? Share it with a friend, and help spread the word about Bella Mews.
Our stories — and our brands — are stronger when we uplift each other. And if you know of a South Asian brand we should feature, feel free to reach out. This is just the beginning.

More brands. More stories. More connections. Stay tuned for next month’s discovery.