About Us
About Us
Hella Fashions is a premium ethnic apparel brand that bridges the gap between India’s rich cultural heritage and the modern global consumer. We specialize in handcrafted, authentic ethnic wear, including Kanjeevaram sarees and Chikankari kurtas, targeting affluent, culturally rooted individuals in India and abroad.
Our mission is to preserve and promote traditional Indian art forms while empowering artisans through sustainable livelihoods. Hella Fashions stands out with its focus on authenticity, quality, and storytelling, appealing to discerning customers who value art, tradition, and exclusivity. We aspire to democratize saree-wearing among modern Indian women, making it a part of their everyday wardrobe once again by offering contemporary designs that resonate with their lifestyles.
About our founders
Apurvi
Apurvi brings over 23 years of experience in launching, scaling, and managing some of India’s most iconic fashion brands, including Levi’s, Allen Solly, Myntra, and Paytm. With a strong background in category management, marketing, and business strategy, she has honed her expertise across multiple facets of the fashion industry. At Hella Fashions, she oversees the business, category development, and marketing, ensuring the brand stays true to its vision of blending India’s rich cultural heritage with modern aesthetics.
Nicholas Dias
Nicholas has 25 years of extensive experience in the fashion retail industry, having worked with renowned brands like Allen Solly, Louis Philippe, Van Heusen, and Peter England. Specializing in retail and warehouse operations, he plays a key role in streamlining Hella Fashions' logistics and ensuring efficient warehouse management. His expertise ensures that every Hella Fashions product reaches customers with the utmost care and quality.
The Founders’ Vision
Together, Apurvi and Nicholas bring almost 50 years of combined industry experience to Hella Fashions. Their shared vision is to preserve India’s rich artistic traditions while making them accessible to modern women worldwide. Hella Fashions is their passion project, combining their individual strengths to celebrate India’s timeless art forms and ensure their legacy lives on.
