A DAY WITH NEHA ASH, FOUNDER OF NOLA.N.FRIENDS

Bathed in the soft coastal light of Vaucluse, Sydney, we spent the morning with Neha Ash, the founder and creative director of Nola.N.Friends. In a quiet, unhurried moment, she shared how intention, heritage, inspiration, and individuality shape everything she creates.

What grounds you as you move through your work and creative life?

It is the blend of stillness and movement in my everyday life. Some mornings begin with a few moments of quiet before the house wakes. Movement is non-negotiable for me. I always start my day with exercise, whether it’s strength training or reformer pilates. It’s especially important on days when I’m working toward a goal or building a new capsule. When I move my body first, everything else flows better. If I skip it, I can feel it creatively and mentally.

From there, my day shifts between design, tons of administration work, my kids, and connection with our team in Jaipur. I’ve learned to create in pockets of time, finding flow in the in between moments. It’s not perfectly structured, but it’s honest, and it keeps me going.

How would you describe the essence of Nola.N.Friends?

NOLA is about individuality, honouring the unique stories each woman brings into the pieces she wears.

My dream is for each piece to encourage women to embrace who they are instead of blending in or camouflaging themselves to match what’s around them. In a world that pushes sameness, I’ve always believed clothing should feel like you, not like the person beside you.

I deeply believe that clothes are made to be worn, not to be fit into. Every silhouette is designed with ease, comfort, and authenticity in mind. These are pieces that honour the wearer, not overwhelm her.

Where do you find creative inspiration?

Everywhere, anywhere, and anytime. It shows up in contrasts, in memories, sometimes in dreams (literally), and in stillness. Jaipur always stirs something deep in me, with its architecture, colour, and the devotion of its artisans.

I’m equally inspired here in Sydney, with the calmness of coastal light, the texture of sandstone, and the way my children play with leftover fabrics pretending to design like mama.

Inspiration is not a sudden spark. It unfolds slowly, shaped by observation, emotion, and connection. Some days feel like a blank canvas, and it can be frustrating, but when something starts to flow, it becomes endless.

NOLA is deeply connected to artisans in Jaipur. What makes that bond so meaningful?

This connection is the soul of the brand. Our artisans aren’t just a team. They are the hands behind every NOLA Original. Each piece is shaped with intention, held by skill, and infused with pride.

Transparency means everything to me. Too often I walk into shops and see designs clearly drawn from heritage craft, yet the authenticity and the makers have been erased. I never want NOLA to fall into that. People deserve to know where their clothing comes from and who made it.

Fair wages will always sit at the forefront of every decision I make. Beyond that, I’m constantly thinking about how to uplift our artisans, improve productivity, and give them the stability and dignity they deserve.

Right now, they’re constructing a building behind their current workspace, turning it into a school of arts. A place devoted to block printing, hand embroidery, poetry, music, and the many crafts that shape their culture and heritage.

It’s a space built from passion, created to teach, preserve, and pass on these skills to future generations. Supporting them through this transition feels like an important part of NOLA’s purpose: giving light where it has long been dimmed.

Can you walk us through your creative process?

Everything begins with the fabric. I sit with prints, mix palettes, and drape textures. Once a silhouette takes shape, I work closely with our artisans to refine motifs, develop borders, test colourways, and shape the final piece.

I cannot create a capsule without music. It is the essence of the entire process. Sometimes one single song plays on repeat for days, weeks, even months while I’m designing. It holds a feeling I attach myself to when building a specific piece or drop. It can’t be explained but rather, just a vibe, and it guides everything.

It’s a layered and patient process. A balance of handwork, heritage, and intuition. And I never rush it. Good things take time, and clothing made to be cherished needs space to breathe as it’s created.

Who do you imagine wearing NOLA?

A woman who moves through life with ease. Someone grounded, self-assured, expressive, and unafraid to be herself. She knows exactly who she is.

She dresses with intention, for herself, not for anyone's approval. She values comfort without compromising beauty. She doesn’t chase trends; she chooses pieces that feel like her.

When she wears NOLA, I want her to feel at home in her skin. Comfortable, seen, and herself.

I notice all your pieces start with the letter N. Is there a reason why?

My name starts with N, and my children follow suit: Nyla, Noah and Niya. It began as something small and silly, but in retrospect, I wouldn't have it any other way. Now it feels like I’m remembering them in every step of the process. Every piece carries that little thread of love and connection back to them.

What does slow fashion mean to you personally?

Intention. It’s designing only what feels right. It's respecting the people behind the pieces, honouring the handwork, and creating only what will be worn and loved.

Most importantly, it means knowing that every piece produced is absolutely wanted, not something that will add to the carbon waste already overwhelming the textile industry. On top of that, I know the time and effort that go into each piece are not wasted on our makers. They juggle parts of their lives that look very different from ours, and their work deserves attention, respect, and purpose. Slow fashion allows space for that.

It also means saying NO. No to rushing, no to producing for the sake of producing. When something takes time, it carries soul. I would always rather create fewer pieces with meaning than many with no purpose.

What do you wish people knew about the making process behind each NOLA piece?

I wish people knew how many hands, back and forths, errors, sometimes even debates, and layers of work that sit behind each piece. From carving wooden blocks, to mixing pigments, to stamping every panel of fabric. Nothing about this process is rushed or mechanised. It is entirely human.

There’s a level of patience and devotion involved that often goes unseen. Every motif is placed by hand, every colour is tested and adjusted, and every seam is sewn with care. Their craft deserves the recognition it rarely receives.

That’s why transparency matters so much to me. The making of each piece is not just a step in the process. THIS is the story.

What has been the most unexpected part of building NOLA?

It is the most humbling part, really. It is how many people connect deeply with the story. The appreciation of heritage, the makers, the intention behind every drop. I always hoped people would feel it, but I didn’t expect so many to resonate so strongly with slow fashion and the honesty behind it.

Another wonderful part is how much I’ve grown alongside the brand. Every challenge, every delay, and every small win has taught me patience, resilience, and trust. NOLA has become a reflection of both my creativity and my personal journey.

I’ve learned not to take things too seriously. To celebrate the successes, and not to dwell when things don’t work out. I take it as data, learn from it, and move forward with that new knowledge. It’s the same lesson I hope my children carry with them: to meet both success and failure with grace, without growing complacent or spiralling downhill.

Looking back, what are you most proud of, and what's next?

I’m proud that we’ve stayed rooted in our values. We’ve never chased speed or trends. We’ve chosen to grow consciously. I’m proud of our artisans, their skill, their stories, and the pride they carry in their craft. And I’m proud of the women who choose NOLA with intention and heart.

I’m also genuinely elated to see how the brand has reached so many new people. It proves there is space for slow fashion, for thoughtful consumption, and for choosing pieces that are truly wanted. Knowing we are not adding to unnecessary excess or dead stock is what motivates me every day.

Looking forward, I’m excited to keep evolving creatively. Explore new silhouettes, new techniques, and new ways to honour this craft without losing its soul. I’m also working toward expanding our size range. At the moment, we offer custom sizing for anyone whose measurements don’t fall within our standard size chart, and while that will always remain available, I want to broaden our size options so women can purchase more easily without the extra step of providing measurements.

And perhaps what keeps me most grounded is knowing my children are watching. I want them to understand appreciation, fairness, and giving credit where it’s deserved. I want them to see that you can chase your passion while holding kindness and integrity. That, to me, is the only way to have a peaceful sleep at night.