OUR STORY
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Where It All Began
In 2022, Trendy Touch Boutique LLP was born ā not in a boardroom, but at home.
After finishing her daily responsibilities, our mother would sit with her needle and thread late into the night, crafting for acquaintances who trusted her work. There was no grand strategy ā only sincerity and skill.
Watching her create taught us something lasting: craft deserves continuity.Ā That belief became our beginning.
I stepped away from a decade-long media career. My sister, balanced her IT profession alongside building the brand. Together, as a family, we turned quiet passion into purposeful action.
Reimagining the SareeĀ
We noticed something early on ā modern women loved sarees, but often reserved them for occasions.
Why couldnāt heritage feel effortless?
Why couldnāt tradition move with everyday life?
So we began designing sarees and dupattas that blended grace with practicality ā breathable, versatile, thoughtfully detailed pieces that could transition from boardrooms to celebrations.Ā Our intention was never to make sarees āa momentary sprint.ā It was to make them lived in.
When Fashion Became Responsibility
As we grew, so did our awareness.
Behind every weave was a family. Behind every embroidery, years of inherited skill.
We realised we werenāt just creating garments ā we were participating in preservation. Supporting artisans, sustaining handcraft, and ensuring that generational techniques remained relevant in a fast-moving world.
Fashion became responsibility.
The Turning Point (2026)
Four years into building Trendy Touch Boutique, we asked ourselves a difficult question:
Does our name still reflect who weāve become?
The brand had grown deeper than style. It had become about safeguarding heritage and giving it everyday relevance.Ā Our work had evolved.Ā Our name needed to evolve too.
Becoming AbriteeĀ
In 2026, we embraced a new name ā Abritee, derived from abri, meaning shelter.Ā The word instantly felt aligned.
A shelter for generational weaves.
A shelter for artisans whose hands create quietly.
A shelter for women who want heritage to live in their present ā not just their past.
Abritee is not a reinvention.Ā It is a clearer expression of our purpose.
What Remains
Our name has changed. Our visual identity has evolved. What stay?Ā The same heart. The same commitment. Now under a name that carries our promise more truthfully.
The Abritee Promise
We create sarees and dupattas that feel like home ā yet move confidently with todayās woman.Ā Where heritage meets modern silhouettes. Where tradition flows into everyday life.Ā From quiet mornings to festive evenings, our pieces are designed to accompany ā not overwhelm.
Abritee stands for protection, preservation, and progress.
Still rooted.Ā Still real.Ā Forever a shelter for heritage.
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