#LocalWaliDiwali: Revamp your Festive Bags Collection with Phulkari Clutches from Phulkari Forever

We are counting down to the festive season, and the excitement in the air is electric! But this is also the time when most of us are at a loss when it comes to gifting. And no, the same old kitchen appliances or dime-a-dozen home decor items just won’t do it. Here’s when Local Samosa swoops in with clutches that aren’t just pretty but also cherish a traditional Punjabi embroidery style. Phulkari Forever offers an extensive selection of Phulkari clutches in varying colours, shapes and sizes. These are not just an excellent option for Diwali gifts, but can also elevate your festive bags collection!

#LocalWaliDiwali

Local Samosa’s #LocalWaliDiwali series puts a spotlight on India’s rich heritage of arts, crafts, and handicrafts, along with the local mom-and-pop stores that have been serving their communities for generations. This initiative celebrates the perfect blend of tradition and innovation, focusing on the most promising local stores that are at the heart of their cities, known for reviving traditional Indian crafts across various categories.

This Diwali, through this series, we are committed to showcasing the best local artists, craftsmen, and small businesses that preserve Indian heritage through their products. By putting these gems on the map, we aim to connect them with people beyond their city, giving these local businesses the visibility, boost, and clientele they deserve.

Historical Roots and Craftsmanship of Phulkari

Phulkari, meaning "flower work", is a traditional embroidery art form rooted in the Punjab region of India and Pakistan, with origins dating back to the 15th century. Believed to be influenced by the Persian term gulkari and the migratory traditions of Central Asian Jat tribes, Phulkari gained cultural prominence through references in Sikh scripture and Punjabi epics. Initially a domestic craft practised by rural women, it evolved into a powerful symbol of feminine identity, wealth, and fertility, especially in ceremonies such as weddings and births. Crafted on coarse hand-spun cotton known as khaddar, Phulkari uses untwisted silk threads called pat, dyed in vivid hues of red, yellow, green, and white to reflect emotional and symbolic meanings. The embroidery is executed using long and short darning stitches to form elaborate geometric and floral motifs, often covering the entire fabric surface. From nature-inspired patterns to scenes of rural life in styles like Sainchi, Phulkari embroidery reflects both artistic precision and cultural storytelling. Recognising its unique heritage, Phulkari was awarded a Geographical Indication (GI) tag in 2010, primarily benefiting Punjab while also acknowledging the craft’s significance in Haryana and Rajasthan. Though mechanised imitations exist today, they fall short of the intricate craftsmanship and heritage embodied in each hand-embroidered piece of traditional Phulkari.

The Modern Revival: Phulkari Clutches

Phulkari saw stunning yet barely enough references in pop-culture recently. Besides Anushka Sharma’s movie Phillauri or Sara Ali Khan wearing a phulkari dupatta from her mother, Amrita Singh earlier this year, the artform has not received the limelight it certainly deserves.

The modern revival of Phulkari, or "flower work," blends its vibrant motifs and colours with contemporary fashion and décor, appearing in everyday and luxury items. Designers and organisations promote the craft globally via social media, e-commerce, and exhibitions, sustaining its relevance while highlighting issues of artisan visibility and fair trade. And one such brand is not just limiting it to clothing but offers an extensive collection of Phulkari clutches. Phulkari Forever aims to rejuvenate Phulkari by enhancing its recognition in both domestic and global markets while creating social impact for women artisans. The brand, brainchild of a mother-in-law and daughter-in-law duo, focuses on designing contemporary styles that retain traditional elements and offers a range of ready-to-wear Indian, Western, and Indo-Western garments. Alongside this, they train artisans to improve employment opportunities, livelihoods, and working conditions. So this Diwali, choose to shop for or gift these stunning Phulkari clutches that can add chaarchand to any occasion with ease!

Where: Oneness Lifestyle LLP, 256, Industrial Area, Mohali Phase 9, Sahibzada Ajit Singh Nagar, Punjab

Contact: 9872955540

Want us to feature any local stores or artists who are preserving and rejuvenating Indian arts, crafts and handicrafts? Then write to us at content@localsamosa.com!