Learning as We Go: Growing Threads of Identity Together

When I reflect on the beginnings of Threads of Identity, it strikes me how an impromptu conversation between two like-minded individuals—myself, Utsav Patel, and Pavna Mehta (Co-founder)—sparked a journey we could not have foreseen. Our meeting was not just about forming a business; it was about sowing the seeds of a vision, a shared desire for creative freedom, independence, and the satisfaction that comes from crafting something truly our own.

Once Threads of Identity was established, we found ourselves at a crossroads: What should we create? One thing was clear—our foundation had to be cotton fabrics, adorned with fresh prints and designed into versatile, flexible silhouettes enhanced by thoughtful details and smart pricing. Coming from different segments within the same industry, both Pavna and I recognised a gap in the market: garments suited for Indian women that could transition seamlessly from work to casual outings, evening gatherings, coffee dates, or even daily errands—a concept we called “Desk to Dinner”. We set to work, developing versatile prints and silhouettes that could be fashioned into dresses, kurtas, tops, and more. Pavna’s expertise led to the design of silhouettes that are not only adaptable but also comfortable and easy to care for. Thus, we launched four collections—Dastakar, Neela, Bagh, and Pleats. As newcomers to the B2C space, we realised that what appeals to us might not always resonate with the market, but our guiding principle was to create garments we would be proud for our loved ones to wear. 

Our lack of experience in B2C operations quickly became apparent. We had no roadmap for marketing, photoshoots, or understanding the best sales platforms. When our garments were ready, we improvised a photoshoot at my home and studio, guided only by a basic vision of how we wanted our creations to be represented—without much thought to website symmetry or props. Looking back at those first photoshoots, Pavna and I can’t help but laugh at our innocence and the learning curve we faced.

The website layout came next. After analysing numerous websites, we cobbled together a design, tweaking elements to fit our vision. Months of contemplation and brainstorming finally led to the launch of our site. Marketing, however, was a different challenge. The agency we hired initially struggled to capture our brand’s concept and reach the right audience. While our initial response was positive, we soon experienced a dip in traction. That’s when we decided to participate in pop-ups and interact with customers directly. Showing our garments in person allowed customers to see, touch, and try our products. The feedback and enthusiasm we received opened new doors and brought invaluable insights into client preferences, fabric feel, design choices, and fits. This was an eye-opener, prompting us to refine our prints, fabric quality, designs, colour palettes, and marketing strategies—all with the aim of building a competitive, qualitative brand with strong recall value.

As many of you know, strategies in this sector must be geared towards the long term. We continue to learn from you, our customers, with every collection we create and every piece we deliver. We are grateful for your support, guidance, and honest feedback, which help us sharpen our vision and stay true to our commitment of providing high-quality products. Threads of Identity is more than a label—it is a reflection of a journey defined by care, creativity, and meaningful connections.