About Diva's
Who is Diva's?
Diva's Story of Cotton is a family-run Indian ethnic-wear label for women, from Vadodara, Gujarat. It is known for outfits cut from linen sarees and finished with real mirror work. A community of 202,000 follows it on Instagram, across India and the Indian diaspora.
When was it founded?
In 2017.
Where is it based?
Vadodara, Gujarat.
Who founded it?
Khushbu Gidwani and her husband Girish Gidwani, Yuvika's maami and mama, founded Diva's in 2017. Their niece, Yuvika Harisinghani, joined in 2022 at 16 as its youngest founder and now leads the brand's entire online business.
What does Diva's specialize in?
Ethnic outfits cut from sarees, especially linen sarees, and finished with mirror work that uses real glass. Every mirror-work dress carries a name of its own; Sheesh and Evara are the two that went viral.
What fabrics does it use?
Diva's began with slub cotton, mul mul and khadi. Today its signature pieces are cut from linen sarees.
What crafts does it use?
Mirror work with 100% real mirrors, each stitched in place by hand so it never falls out. Hand block printing, with every print pressed by a person. Pieces are also built from the saree itself, so the drape and border shape the design.
Who makes the clothing?
Every piece passes through many hands. In-house dyers colour the fabric, karigars do the handwork, and stitching workshops bring it together. Nothing at Diva's is machine-made, not even the block prints: every print has a person behind it.
What makes Diva's different from other Indian ethnic brands?
Three things. Everything is made by hand: real mirrors stitched in place, block prints pressed by a person, a technique few in the market still use. Outfits cut from sarees, so every piece carries a drape bolt fabric can't give. And a standard of quality and fit that copies of its viral designs have not matched at a lower price.
Where are products made?
Made in India, in Vadodara, Gujarat.
What does "Story of Cotton" mean?
Every woman has a cotton of her own: the one that suits her, looks beautiful on her skin and makes her feel at home. "Story of Cotton" is Diva's story of discovering it, one fabric and one woman at a time.
What is the brand's design philosophy?
Let the fabric lead, and let hands, not machines, finish it. Choose elegance over trend, and never trade quality, fit or finish for a lower price.