Our story
The Whole Nine Yards (TWNY) embarked on a journey to redefine luxury, ensuring every creation becomes a cherished heirloom while uplifting artisans worldwide.
About the Founder
Neha Chawla, the driving force behind The Whole Nine Yards, is not just a fashion enthusiast; she is a visionary who has seamlessly blended her love for design with a commitment to authenticity. Neha's journey into the world of fashion began with a natural inclination that eventually evolved into a lifelong passion. Armed with Management in Fashion and Luxury Business from IFA Paris and a solid foundation in Fashion Design from Parsons School of Design, New York, Neha Chawla combined her technical knowledge with a unique creative flair.
Neha's mantra, "No matter how hard the past is, you can always begin again," encapsulates not only her personal journey but also the essence of The Whole Nine Yards. From travel experiences to authenticity, The Whole Nine Yards is a manifestation of Neha's passion and vision.
Our Pillars
At The Whole Nine Yards, we take immense pride in working with our talented artisans, a close-knit community from a remote village in Kashmir. These masters of Tilla embroidery have honed their craft from a young age, learning the intricate art under the guidance of Ustaads starting at 16 or 17. Their dedication not only preserves this delicate and beautiful craft from fading into obscurity but also helps them earn a sustainable living. Through their meticulous work, they continue to pass down centuries-old traditions, ensuring that the artistry of Tilla embroidery.
Introducing Mohammad Amin Khan, a dedicated Tilla artist with 15 years of experience. He began learning this craft from a Ustaad to help support his family and has mastered the intricate art of creating Tilla designs for sarees, pashminas, and other textiles. He is deeply passionate about preserving this tradition, saying, “This art is incredibly beautiful, and we must keep it alive. I fear it may disappear in the future, like so many other crafts.”
Meet Fayaz Ahmad Ganaie, who has been practicing the art of Tilla embroidery for over two decades, having learned the craft at the age of 15. His experience spans 20-25 years. His passion for the craft has grown over the years and he is deeply content with his work, both as a creative outlet and as a dependable means of income. Fayaz’s dedication helps preserve this traditional art while supporting his livelihood.
“I remember my first visit to Assam, I found myself captivated by an unexpected and enchanting experience. As I wandered through the vibrant local markets and quaint villages, I stumbled upon the intricate world of hand weaving which has been a lifeline for many rural communities in Assam for generations.”
- Neha Chawla
Our weaving artisans from Assam are masters of their craft, working with traditional looms that may be simple, but they create intricate designs that beautifully express their heritage. Despite the constraints of their traditional loom, these weavers transform the chaos of everyday life into works of art, skillfully interweaving threads into patterns that tell stories of culture, community, and tradition.
At TWNY, we proudly showcase heritage of Assam’s handwoven textiles, incorporating Mulberry and Eri silks into our collections. Assam’s Mulberry silk, renowned for its luxurious sheen and soft drape, adds a timeless elegance to our designs. The intricate craftsmanship of local weavers is reflected in the smooth, refined texture of the fabric.
We also embrace Eri silk, known as “Ahimsa” or peace silk, which is produced without harming the silkworms. Its natural texture, warmth, and strength make it an eco-friendly and ethical choice, offering a unique blend of sustainability and style. Eri silk’s durability and versatility bring depth to our designs.
Incorporating these exquisite Assam fabrics, we celebrate the region’s rich cultural legacy while supporting the skilled artisans who carry this tradition forward.