The Entrepreneurial Journey of Mayuri Kothari
When Mayuri Kothari was named one of the winners of the ET Inspiring Women Leaders 2025 award in the category of Handcrafted and Contemporary Fashion, it felt like a milestone in a journey that has stretched across different labels, countries, and life phases.
Mayuri’s entrepreneurial streak showed early. She launched her first label, MODE, in Mumbai as a young designer eager to test herself in the industry. “It was small, really small,” she recalls. “I still remember running around to suppliers, sitting with tailors, and doing client fittings myself. It was my crash course in how much work goes into one garment.”
Her second venture, SMayu, was where she found her stride. The label caught attention for its handcrafted details and contemporary appeal. It was stocked in multi-designer retail outlets and gave her a sense of momentum. “I didn’t have some five-year plan. I just wanted to make clothes that felt modern but still had Indian craft in them,” she says. Clients responded quickly, and soon SMayu became a known name in Mumbai’s independent fashion scene.
But as her personal life evolved, so did her decisions. Around the time India entered lockdown due to COVID, Mayuri had begun dating her now-husband in the U.S. She realized SMayu would be difficult to continue because it required her constant presence with clients in Mumbai. Knowing she would eventually marry and move, she wound it down and took on a new role as Creative Director of her namesake label, Mayu Kothari, which worked more like a collection-based brand.
She married and then moved to the U.S., where her focus shifted. From the beginning, she wanted to build a family, and the work at Mayu Kothari naturally slowed down. In 2024, she welcomed her daughter, Taara, and decided to step away fully. For the first time, her career wasn’t at the center of her life.
As she settled into motherhood, she began thinking slowly about her way back. By early 2025, she felt ready to restart, even if it meant taking small steps. In May 2025, during a trip to India, she founded Aara Embroidery and also created a new collection under her label to show at New York Fashion Week. Aara gave her a space to focus on embroidery and fine handwork—the craft she has always championed—while her NYFW presentation, Moods of Motherhood, marked a new chapter for her as a designer.
At NYFW, she presented light silks and sheer organza in natural tones, layered with embroidery that was subtle yet intricate. “Embroidery was always my true love,” she says. “Even when I was designing full collections, it was the handwork that I obsessed over. With Aara, I could put that front and center.”
The last walk said more than words could. Mayuri appeared in a saree, holding Taara’s hand, as her daughter waved at the cheering crowd. For many, it felt like a reminder that the work of an entrepreneur isn’t separate from life—it grows out of it.
Today, she looks at her work with a long-term view. “For me, entrepreneurship isn’t only about creating clothes,” she says. “It’s about creating opportunities for artisans, for teams, and for myself to grow with every step.” She admits the balance isn’t easy, especially with a young child, but believes the struggle is part of the journey. “There are days when I question everything, and there are days when it all makes sense. I think that’s what being an entrepreneur really is.”
<p>The post The Entrepreneurial Journey of Mayuri Kothari first appeared on Hello Entrepreneurs.</p>
