About Us
Artistry, Heritage & Sustainability
What began as one dressmaker’s quiet pursuit of craftsmanship has grown into a dedicated small team of artisans, united by a shared love for creating clothing with meaning. As demand for our pieces grew, so did our family of skilled makers—each bringing their own artistry and hands to the work, ensuring every garment remains rooted in quality, patience, and care.
Our Story
Our story begins long before the first stitch is sewn—at the wooden blocks themselves. Each block is hand-carved by master craftsmen, a process that demands precision, patience, and days of intricate chiselling. These blocks are then used to hand-print fabric, layer by layer, colour by colour, in a process that can take weeks to complete. It is painstaking work—every stamp placed by hand, every pattern aligned by eye—resulting in textiles that are truly one of a kind.
Once the fabrics are ready, they are passed on to our pattern maker, an expert in shaping and refining each design to perfection. From there, our seamstresses—women from surrounding villages who have inherited skills passed down through generations—bring the pieces to life. This work not only preserves a centuries-old craft but also provides a meaningful livelihood for them and their families.
Every garment we make is a testament to time-honoured tradition, human touch, and the beauty of slow fashion—where artistry, heritage, and sustainability come together in every thread.
Why Slow Fashion
We believe clothing should be purchased with intention—pieces you can truly see in your wardrobe, loved, worn, and passed down for years to come. This is why most of our garments are stitched on demand, not in bulk. This slower approach means nothing is made unless it’s meant to be, ensuring that it is absolutely wanted by our customers; and in return, allowing us to honour the time and skill of our artisans with fair pay for every piece of work. From the carving of each hand-printing block to the final stitch, every step is deliberate, ensuring your piece carries both the heritage of our craft and the care of the hands that made it.
Meet The Founder
Neha Ash - Founder, Director & Designer |
Driving Artisan Empowerment, Fair Pay & Sustainable Heritage Craft
After years of practicing law, Neha Ash made the intentional decision to step back from her legal career to be more present for her three children. What began as a quiet pastime during late nights of postpartum—sketching, dreaming, and creating—soon grew into something much bigger.
Guided by a love for art and creativity, Neha founded a sustainable slow fashion brand rooted in authenticity and purpose. At the heart of her mission is a commitment to ensuring that every maker and artisan is paid fairly for their time and skill. For Neha, it is always heritage and legacy first—preserving centuries-old techniques like hand-block printing—before it is ever about fashion. From her base in Sydney, Australia, she designs each garment with care and intention, working hand in hand with skilled artisans in Jaipur, Rajasthan. Every piece is handmade using ethically sourced cotton, honouring tradition while embracing conscious craftsmanship.
Each garment is created not just to be worn, but to be treasured, and passed down. Most pieces are made to order to prevent waste—of both fabric and the time, skill, and care invested in each creation. She also encourages and offers a custom sizing option, ensuring that clothes are made to fit people, never the other way around.
For Neha, this brand is more than clothing—it’s a story in motion. A living lesson for her children that life is not linear, that it’s possible to pivot with courage, to pursue what sets your soul alight, and to try—even when there’s a risk of failure. Because sometimes, the greatest success lies in the act of daring.
Outside the studio, you’ll find Neha lounging with her kids, sketching, crafting something from nothing, or lost in music—moments that keep her grounded, inspired, and connected to the heart of her work.
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Take a closer look at the world of Neha Ash, founder of Nola.N.Friends, through her founder note here.