Our Story
Founded in Jaipur by Ayushi Jain, who brought her mother’s dream to life, our brand offers a personalised shopping experience designed to match each family's distinct style. Blending traditional embroidery and hand-painted garments with modern design, we ensure that every occasion becomes an unforgettable memory.
Rooted in legacy and driven by love, every collection tells a story—of revival, of craftsmanship, and of the women who wear it with pride. From bridal and festive couture to menswear and prêt, Armuse is a tribute to tradition reimagined for today.
Meet the founder
With a passion for Indian couture, Ayushi Jain, the visionary behind House of Armuse, began her journey a decade ago, inspired by her mother’s legacy.
In the luxury fashion market, many brands fail to cater to the entire family. Ayushi, a self-taught designer passionate about Indian couture, filled this gap with HOA, which blends Indian craftsmanship and contemporary design. Her entrepreneurial spirit also led her to launch Marviza, a resort brand inspired by her love for travel and exploration.
With three stores in Jaipur, Delhi, and Mumbai, House of Armuse offers a bespoke shopping experience tailored to every family member.
OUR Vision
At House of Armuse, we envision a world where tradition meets timeless innovation, where celebration is ageless, craft is conscious, and every garment tells a story that transcends generations. We are here to empower, uplift, and enchant - through soulful, sustainable fashion rooted in Indian craftsmanship and modern elegance. With women at our core, community in our spirit, and slow fashion in our soul, we create not just couture, but emotional heirlooms for the fierce, the fine, and the forward-looking.
Our Philosophy
We believe fashion is more than fabric, it's a living canvas of artistry, emotion, and self-expression. Our hand-painted collection embodies the harmony of heritage and innovation, where every brushstroke tells a story and every stitch honors tradition. In a world of fleeting trends, we craft timeless pieces that transcend generations. Rooted in authenticity and craftsmanship, our philosophy remains simple: to create wearable art that moves with you, speaks for you, and becomes a special part of your journey.
Our Values
We believe in preserving the timeless essence of Indian artistry while giving it a modern voice. Every piece we create is a tribute to heritage, handcrafted with care, and designed to be cherished for generations. Sustainability is more than a practice—it’s a promise. From embracing slow fashion and natural processes to empowering over 300 artisans, we are committed to making fashion that feels good and does good. Built by women, led by women, and supported by a strong circle of like-minded individuals, House of Armuse is rooted in the spirit of empowerment.
Above all, our values are woven into every thread: authenticity, craftsmanship, community, and a love for storytelling through clothing that carries meaning far beyond the surface.
The Art of Hand-painting
Rooted in traditional Indian art forms yet elevated with modern sensibilities, our handpainted garments celebrate self-expression, individuality, and timeless beauty. Each stroke is intentional, each design deeply personal. Lightweight yet vibrant, every piece tells a story, making it not just couture, but wearable art.
Our presence
Blending age-old craftsmanship with contemporary charm, House of Armuse has found a place in hearts both near and far. With flagship stores in Jaipur, Delhi, and Mumbai, we offer an intimate experience. Beyond borders, our digital storefront allows connoisseurs of couture around the world to discover and embrace the spirit of Armuse, where every piece tells a story, no matter where it’s worn.
