‘My earliest memories are sensory: the hum of looms, the scent of dye rising in the heat, the feel of unfinished cloth between my hands,’ recalls Sahib Singh, co-founder of Joro. Along with his sisters Nimrat Kaur and Simrat Kaur, he grew up surrounded by the rhythm of making – ‘jacquard sheds clacking, embroidered panels tended with such patience’ – at his family’s mill in Mumbai.
After studying in the UK, the three siblings launched Joro in 2023 and, this year, they’ve been a House Guest at Focus, as well as official partner of its Design Restaurant by Social Pantry. It was, says Singh, ‘the perfect stage’, allowing the design community to learn more about this young company.
‘Joro’ is a Punjabi word meaning to join or connect, and that is this brand’s intention. It wants decorators and design-lovers to experience the same relationship with fabric that Singh and his sisters share.
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‘Our mother always reminded us that true luxury lies in attention to detail, in getting every thread right,’ he explains. ‘Those experiences didn’t just spark an appreciation for textiles – they gave us a respect for craft and the belief that fabrics carry memory, place and meaning.’
They are values that were clear in Joro’s debut collection ‘Jaipur Song’, and are on display in its second chapter, which launched at Focus. Both draw inspiration from the Indian city, a place Singh says is ‘alive with pattern and texture’. The patterns in the collections do not recreate motifs, but instead capture a mood – ‘pink façades that change with the light, jalis casting shifting shadows, block-printers working in sunlit courtyards’.
The techniques used, from jacquard weaving to delicate embroidery, are not new, but Joro’s intention is to honour tradition while editing for today’s tastes, with layered geometrics and warm, earthy tones.
‘Ultimately,’ says Singh, ‘we hope to be part of a more mindful culture of living, where fabrics are treasured, not just consumed, and where heritage can sit beautifully in the most contemporary of homes.’ jorohome.com
