Our Journey

Priha is a story of heritage, craftsmanship and sisterhood, born from our deep love for the art that shaped our childhood.

Raised in Lucknow, India, we grew up surrounded by Chikankari, not just as embroidery, but as a living part of everyday life. It filled our closets, lived on through cherished heirlooms and captured the quiet sophistication of our city's culture.

Now based in San Francisco, we proudly bring this timeless craft to a new audience, blending tradition with modern sensibilities and honoring the artisans who keep this centuries-old technique alive. As a WOC-owned brand, we are committed to creating pieces that reflect the beauty of our cultural roots and the values of sustainability, craftsmanship and intention.

Craftsmanship has always been at the heart of our story. Our grandmother was a maker in every sense, weaving rattan chairs, crocheting delicate tablecloths, embroidering intricate patterns, and creating beauty with her hands. Our mother embroidered and painted and our aunts carried on the tradition in their own unique ways. Inspired by this legacy of craftsmanship, we developed a deep appreciation for the skill and dedication of artisans who bring Chikankari to life.

But as much as we loved Chikankari, we knew there was room for refinement. We faced challenges, such as inconsistent fabric quality, the handmade nature of embroidery leading to cluttered designs, and the difficulty of finding the right slip for sheer garments. More importantly, we believed Chikankari could be elevated with a modern perspective that suits the needs of today’s wearer.

At Priha, we have reimagined Chikankari by using only the finest fabrics, working closely with artisans to ensure clean finishes, inside and out. And offering custom-dyed cotton slips with our pure Georgette pieces, so there’s no need to search for matching undergarments.

Our design palette draws inspiration from the Southern California desert, with its warm terracottas, sun-faded pastels, and earthy neutrals, reflecting the landscapes we now call home. This fusion of traditional artistry with a modern California aesthetic creates clothing that feels both rooted and contemporary.

Priha is our tribute to the soul of Lucknow, its timeless artistry, its deep-rooted traditions, and the generations of skilled hands that have kept this craft alive. It is also a celebration of our love for this city, which has shaped us and our vision.