At GOONHJ, we believe every thread tells a story of heritage, skill, and empowerment. Born from a passion to blend timeless Indian craftsmanship with modern design, GOONHJ offers women’s ethnic wear that feels as good as it looks. From the flutter of a dupatta to the tailored elegance of our cord-sets, each piece is a celebration of tradition made accessible.

What started as a heartfelt visit to a chikankari workshop in Lucknow has grown into a D2C label that champions India’s artisan communities. We partnered directly with generational weavers, embroiderers, and dyers, ensuring they earn fair wages and work in nurturing environments. Today, every GOONHJ collection is the result of close collaboration between our design studio and rural craft collectives, merging age-old techniques with contemporary silhouettes.

Hand-loomed Fabrics: Sourced from trusted cooperatives, our cottons and silks carry natural textures and rich colour depth.

Artisanal Embroidery: Each motif, whether delicate chikankari or subtle zari, is executed stitch by stitch by mothers and daughters who inherited these skills.

Zero-Waste Finishes: We transform every off-cut into scarves, cushion covers, or packaging accents—because beautiful design should leave no trace behind.

Economic Uplift: Artisans gain stable income and development opportunities.

Planet Care: Natural dyes, low-impact processes, and zero-waste upcycling protect our earth.

Personal Confidence: Wearing GOONHJ means carrying a legacy of resilience, creativity, and sustainable style.