In the fashionable streets of Jaipur’s C-scheme is a lifestyle store straight out of a candy wonderland. Located in a bungalow that once housed a dormitory, fashion and lifestyle brand Ecru’s flagship store serves a delectable colour palette that is a joyful celebration of Middle East and India. Tinted mirrors and glass placed throughout the store reflect the warm light of the Jaipur sun whereas the waft of fragrant flowers and fresh fruits reminisce an afternoon in a loving Arab home. Drawing inspiration from their upbringing in Kuwait, where daily rituals were steeped in warmth, generosity, and tradition, the founders embarked on a journey to recreate these experiences through their designs. The brand’s collection ranges from finely crafted textiles to intricately carved marble pieces, imbued with a deep sense of cultural richness and heritage that is evident in every detail, be it the date palm motifs inspired by Arabic symbolism or the vibrant Jaipur block prints adorning cotton napkins. Founded by friends Nur Kaoukji, Noor Al Sabah and Hussah Al Tamim who draw inspiration from their childhood in Kuwaiti, Ecru has made its mark as a brand that seamlessly blends the vivid cultures of Middle East and India with its array of beautifully themed products. The Ecru store is a testament to friendship, shared memories and a deep appreciation for craftsmanship, where each piece tells a story.