From Culture to Couture: Roopa Pemmaraju’s Journey in Fashion

Her name and brand conjures a vision of artisan-made heirloom – quality dresses, jewelry, bags, and much more. With roots in India, Australia, and the US, Roopa’s story is all about family and culture. Even after moving to Australia to start her fashion brand, her heart and mind stayed firmly rooted in India.

She works closely with her artisans in India and, most importantly, her mom, who is her friend, confidante, guide and also her business partner. “I don’t think I can live without India,” she says, reflecting on how her heritage is woven into everything she does.

“We don’t see the same kind of fabrication or textile weaving places, or the beautiful silks that we see in India.”

Roopa believes in making timeless pieces that can be cherished and passed down through generations as opposed to the fast fashion trend. “Every product is made to order, so I don’t mass produce any of the products, each piece is made with love” she emphasizes. This approach not only keeps her designs exclusive but also ensures each piece is crafted with care and precision, minimizing waste.

A core tenet of Roopa’s vision is finding ways to make fashion sustainable. She’s currently working on a project to develop a refugee atelier in New York City to provide jobs for refugees and asylum seekers.

“We are raising funds and connecting to like-minded partners, especially with social impact investors to come on board to help us develop this,” she says, excited about the impact this project can have.

Despite the challenges of being a minority in the luxury fashion industry in the US, Roopa stays positive and determined. “I’m still struggling, and I’m still trying to figure out a way,” she admits, but her passion for her craft keeps her going.

Her advice to others? “Stick to your roots,” as she believes that embracing one’s cultural heritage is a unique strength.