Welcome to Sarath Babu's Lifestyle Blog: ANJ by Anjoo Karanjia

Anjoo Karanjia is a multi-faceted woman who has been spearheading a number of successful businesses for over a decade now. The fashion enthusiast, who also heads travel and salon businesses, launched her fashion brand ANJ in September 2014.

ANJ is a luxury brand by Anjoo Karanjia that houses to labels: ANJ Kreations, a western pret label and ANJ Kouture, a luxury couture label. Luxurious yet minimalistic, the silhouettes and styles at ANJ are classy, exquisite and elegant. Anj Kreations was launched by Anjoo in 2014 followed by the launch of ANJ Kouture in 2015.

The idea behind launching ANJ was to give the customers a complete luxurious experience under one roof, where they can customize a beautiful piece for a wedding at ANJ Kouture, or choose from a wide range of ready-to-wear collection for their other occasions from ANJ Kreations. At ANJ, their biggest focus lies on the finest quality of fabrics, attention to detail at accessible price points.

ANJ Kouture draws its inspiration from a unique blend of modern and vintage architecture. Anjoo takes immense pride in her home city, Mumbai and its beautiful heritage structures which are a constant source of inspiration for her designs. Crafted with the finest of fabrics, the outfits are made-to-measure to ensure a one-of-a-kind experience for the clients.

For ANJ Kreations, Anjoo loves to imbibe the youthful energy that surrounds her, and further translate that onto her designs. The easy breezy printed boho chic silhouettes at Kreations are for the women who like stylish cuts with a statement. A major focus for this label is on the in-house prints created by Anjoo’s very own design team.

Drawing inspiration from urbanism, ALAYA is ANJ Kreations’s newest pret and diffusion line. The silhouettes are flowy and structured along with mix and match separates. With its sublime prints, it incorporates elements like smoke, structured geometry and Diamante prints from the pandemonium of the concrete jungle. Floral over-sized prints and a pastel shaded palette are included to symbolise the environment.

ANJ Kreations and ANJ Kouture collections are available at the flagship stores in Mumbai.

Adarza by ANJ Kouture

“I stand in front of the mirror reflecting on my past. I remember doubting myself, finding blemishes in my beauty and crying for acceptance. Today, I stand in front of the same mirror but now I see my inner beauty. I’ve found love. I’ve found a man who loves me, and has made me love myself. I’m marrying the man of my dreams tonight who mirrors the reflection of everything I ever wanted.”

Adarza is the latest bridal collection by ANJ Kouture. Inspired by the Sheesh Mahal at Amer Fort, Jaipur; the collection incorporates motifs and embroidery from the intricate architecture of the palace. Adarza which literally translates to “mirror” is used as a metaphor for the collection being a reflection of the bride’s emotions, personality and individuality. Curated keeping the traditional Indian bride in mind, the collection mirrors the modern, independent outlook of the woman today who is still deeply rooted in our cultural glory.

The color scheme of the collection takes you on a journey from pastels to deep shades. From ivory, gold, peach, blush pink, sun yellow to deep maroon and red; the collection includes heavy bridal lehengas, anarkalis and lighter range lehengas for other functions, and for family members and friends. The collection for grooms follows a similar color palate with a focus on classic fits. The color palate also makes the collection ideal for day ceremonies as well as evening receptions.

The outfits are embellished primarily with zardozi, dori and resham work. The noticeable feature that binds the collection together is the incorporation of mirror work in each outfit but in a uniquely different way. From crop tops to capes, traditional conservative necklines to modern cuts, the variety opens doors for the cultural diversity that our country boasts.

Anjoo Karanjia with her team designers (Mrin, Savitha and Aditi) express “As a woman, you look back and reflect at each stage of your life but the wedding ceremony holds a special place. Women today shy away from facing the mirror, either they doubt their physical appearance or run away from facing the truth. Adarza for me is an empowering movement for women to let their souls shine and have the freedom to express their inner beauty.”