India is a land of rich and diverse cultures, from Kashmir to Kanyakumari with each state offering its best creation. The vibrant block prints and Bandhani embroidery emerging from Rajasthan are well known to the world for its beauty and fineness.
Do Dhaage, is an ethnic clothing brand that is strongly rooted in the beautiful embroidery born in Rajasthan. Its founder Shivangi Moolchandani has worked relentlessly to give birth to and shape this brand into what it is today.
Having been brought up in Bikaner, a small city in Rajasthan, Shivangi was always fond of block prints. She grew up seeing her mother and aunts dressing up in Bandhani embroidered suits for all special occasions.
Shivangi completed her graduation in Fashion designing in the strangest of times, when the first wave of covid-19 had hit the world and everything came to a standstill.
The saying that every dark cloud has a silver lining could not have been truer for Shivangi as it was during this time that the seeds of Shivangi’s brand were sown. Living in a completely uncertain environment made her question her conventional choices and she considered cultivating her love for the rich prints of her home state by communicating it to the entire world through her brand of ethnic wear.
“I always thought of securing an internship or a corporate job for myself after completing my graduation. The deterioration of the service sector during the pandemic and the urge to follow my heart because life could be very uncertain acted as a catalyst in giving voice to my repressed passion.”
“Yes, starting your own brand at a time when one could expect lockdowns anytime was certainly a risky thing to do. But, I had already spent a lot of time thinking and worrying and I knew that if I was going to wait longer for the situation to get better, I would never be able to establish this brand.”
Soon after deciding to go ahead with her business, Shivangi moved from her hometown to Jaipur, the capital of Rajasthan to assess the market and get in touch with the local craftsmen. She began designing on a small scale and initially used her Instagram page to connect with potential buyers. As her venture grew, her brand Do Dhaage got enlisted on Amazon and Ajio.
Shivangi was later joined by her brother, Deepak Moolchandani and her sister in law, Meghna Chaudhary, with each of them working in their own areas of expertise. While Meghna handles e- commerce, Deepak works as the marketing department head.
The brand has not only given Shivangi a chance to follow her passion but has also brought out the best in her family members. Today, it has become a symbol of the collective effort of young individuals who are joined by their love for each other and their love for their passion. Together, they have now got their brand listed on Myntra, Nykaa and Ajio and are constantly striving to nurture it more. Renowned celebrities like Shweta Tiwari, Gauhar Khan, Aarti Chhabria, Krystel Dsouza, Kabita Singh from Kabita’s Kitchen, and Kanak Khaturia from Kanak’s kitchen have adorned their closets with outfits from Do Dhaage.
More customers are also visiting the Do Dhaage website for a better experience.
Do Dhaage in Hindi means two threads. It takes two threads to make a stitch and that is how a garment is produced. With each stitch, made with love, the Do Dhaage family brings to you the rich culture of Rajasthan through its ethnic wear.