Our Story

From a Cosy Storefront to a Nationwide Label
What began in 2015 as a small neighbourhood store in Pune has blossomed into a beloved destination for made-to-order ethnic and contemporary women's wear. We launched our e-commerce store in 2022 to share our craft with customers across India, while preserving the essence of our origins.
Today, Ethnic Story is a team of over 17 passionate artisans, designers, and dreamers, working across our flagship store, a dedicated e-commerce office, and an in-house workshop where every idea is brought to life.

What We Do

Beautiful Designs, Thoughtfully Made
We're more than just a fashion label—we're a storytelling studio, and your wardrobe is our canvas.
From everyday unstitched suits to bridal couture, each piece we offer is:

• Designed in-house with love and intent
• Made-to-order for the perfect fit and feel
• Crafted using time-honoured techniques and high-quality fabrics
• Delivered with care and a personal touch

Whether you're a saree enthusiast or a fusion wear fan, there's something here with your name on it.

Behind the Seams

A Workshop That Beats with Passion
Our workshop in Pune is where the magic happens. From handpicking the fabric to final stitching, our team breathes life into every design with finesse and devotion.
We take pride in offering:

• Custom tailoring for all body types and occasions
• Embroidery, fitting, and design consultation under one roof
• Bridal wear, Indo-Western sets, Western styles & more

This is where slow fashion lives- personal, purposeful, and full of heart.

Visit Us

Rooted in Pune, Reaching the World
You're always welcome to visit our flagship store in Pune, Maharashtra, where you can browse, touch, and experience our fabrics and outfits in person.
Can't visit? No worries—our online store brings the same attention, detail, and joy to your doorstep, across India.

Our Promise

Style with Soul
We're committed to:

• Offering weekly fresh arrivals
• Providing friendly, human customer service
• Ensuring quick processing
• Upholding our values of comfort, elegance, and timeless appeal

Final Touch

A dress is never just a dress at Ethnic Story.
It's a memory in the making, a moment stitched in style.
Made for the soul-seekers, dreamers, and culture-keepers.
Let's create something beautiful together.