About Auriflow

Rooted in Heritage, Woven for Today

We celebrate the timeless art of Phulkari by blending tradition with modern elegance. Each piece is a story of culture, craftsmanship and love.

Our story

Our Journey

At Auriflow, we exist at the intersection of two worlds—the timeless artistry of Phulkari embroidery and the bold, unapologetic energy of modern streetwear. We believe heritage doesn’t belong behind glass; it belongs in everyday life, worn with pride by a new generation.

Auriflow — Golden Threads, Timeless Grace.

Where It Began

My journey with Phulkari began in an unexpected way. Although I wasn’t born in Punjab, life brought me closer to its culture through marriage. It was within my new family that I truly discovered the beauty, history and artistry of traditional Phulkari embroidery.

Watching my mother-in-law, Neelam Rajan, dedicate herself to her Phulkari dupatta business inspired me deeply. Her passion for preserving this beautiful craft, along with the care poured into every handcrafted piece, showed me that Phulkari is far more than embroidery. It is a tradition passed down through generations, carrying stories of culture, love and skilled craftsmanship.

That inspiration became the foundation of Auriflow.

Two Traditions, One Vision

Our Collections

Today, Auriflow comes to life through two distinctive collections.

Heritage Collections

Our heritage line honours Phulkari in its truest form—a thoughtfully curated selection of pieces handcrafted by skilled artisans using premium fabrics and intricate embroidery techniques. Each piece is carefully chosen by Auriflow for women who appreciate timeless elegance, exceptional quality and meaningful design.

Streetwear Collections

Our streetwear line carries that same spirit into everyday fashion through hoodies, T-shirts and sweatshirts featuring bold Phulkari-inspired graphics, Punjabi phrases and folk-art motifs. These designs allow you to carry your roots into daily life—not only on special occasions, but also on the street, during a coffee run or around a college campus. It is proof that tradition doesn’t always have to whisper; sometimes, it can speak boldly.

For Every Moment

Whether you’re dressing for a celebration in a handcrafted Phulkari piece or throwing on a graphic hoodie that speaks your language, Auriflow offers meaningful designs made to be treasured and worn with pride.

At Auriflow, every thread tells a story—of heritage, craftsmanship and the inspiration that transformed a family tradition into a brand with a global vision, bridging generations one piece at a time.