Books, Blooms, and a Little Backstory

Let’s get this out of the way first.
Contrary to popular assumption, I didn’t start Saachu. Pinky promise. Cross my heart, hand on my fabric swatches.

It’s a lovely label, but it belonged to someone else. My mom joined in later. And me? I showed up somewhere in between — styling, dreaming, contributing, and occasionally bossing people around :) It looked like mine, felt like mine, but it wasn’t mine from the beginning. It wasn’t fully my story. And eventually, I realised I needed something that was.

That said, Saachu will continue to do what it does best, curate and create affordable, timeless classics. That’s its heart. That’s its beat. I’ll still be around in my usual quiet chaos, doing what I’ve always done, just with fewer assumptions this time, hopefully.

But The Nool Story is a little different.
This one is my bare soul, my own kind of messy poetry.

Life taught me a lot about clothing.
Not just fabric and fit, but the quiet magic in it. How the right piece can feel like armour when you need strength. How slipping into something familiar can feel like exhaling. How holding someone’s shirt can feel like holding them. Clothes are sneaky that way. They carry feelings when words don’t show up.

Being part of Label Saachu taught me a lot too.
About fabric, form, structure and stitching. About how a piece of clothing can walk into a room before you do, and still somehow feel like home. But it also taught me this, I didn’t want to just make clothes. I wanted to make moments.

The things that move me have always been quieter.
A secondhand book with scribbles in the margins. A breeze through a quiet home. Ilaiyaraaja playing somewhere in the background. The odd trinket you never throw away. The beauty in things most people don’t notice, but you carry anyway.

And when I looked around, I didn’t see clothes that held that.
Clothes that felt like home.
Or a pause.
Or a poem.

So I started small. One dress. That’s it.

A piece stitched with books and blooms, because those two things have always held me when nothing else did. A dress that holds all the quiet things that have held me. And maybe, if it finds the right hands, it’ll carry a little of your story too.

The Nool Story was born from that feeling. Not to scream style statements. Not to chase seasons. Just to feel still. To hold warmth. To remind us of what we love and often forget.

It’s not just a label. It’s my way of telling stories. Softly, slowly, one piece at a time.

And we’re only getting started.

And if you’re still reading, thank you.
It means more than you know.

Love,
Puri
The Nool Story