Every once in a while comes a cool label, led by women, whose style we would like to channel. Jaipur-based Gauravi Kumari (@gauravikumari) and Claire Deroo’s (@clairederoo) label The PDKF (Princess Diya Kumari Foundation) Store brings their personal classic yet contemporary style to a brand with a Gen-Z energy and made by the hands of local craftswomen. Think Rajasthani motifs in playful silhouettes. Co-ord sets and summer dresses. Scrunchies in block-printed fabrics, and woven straw bags with quintessential Jaipuri-elements.
The consciously cool label employs an army of talented craftswomen who have been trained and provided a livelihood as part of the label’s do-good ethos.
We sat down with the duo to get their AM to PM routine - the skincare that works for them, the designers they love, and how the city of Jaipur informs their world. Here’s a peek into the lives of the ladies behind The PDKF Store.
Wake up call:
Gauravi: First up is a hot coffee
Claire: Fresh coconut water
Early bird or night owl?
Gauravi: Night owl
Claire: Early bird during the week, night owl on the weekends
The best part about a #workwife:
Gauravi: Working with Claire is easy and inspiring at the same time. She’s very creative and has a great eye for detail.
Claire: We always agree on everything which is great and Gauravi is very conscientious and much more serious than I am!
A typical day at work:
Gauravi: Working with the women of the foundation is always exciting and we get to learn so many new things everyday.
Claire: The foundation's home, Badal Mahal is the most magical place, it doesn't feel like work.
A designer you love and why:
Gauravi: Coco Chanel because she not only revolutionized women's fashion but also inspired and changed what was expected of women.
Claire: Simon Porte Jacquemus! The fabrics are beautiful, and you feel amazing in his clothes.
Gauravi: Spending time with friends and family.
Claire: Surround myself with friends.
Au natural or full face of makeup?
Your personal style is…
Gauravi: All about feeling comfortable in my clothes.
Gauravi: Sunscreen! And Gulab Jal to keep my skin hydrated.
Claire: Flower water, jojoba oil (which is very good against pollution), and tea tree if a pimple comes!
Healthy eating or junk food?
Gauravi: A little bit of both!
Stilettos or sneakers?
Gauravi: Mostly sneakers but stilettos for special occasions.
Claire: Sneakers in the day and stilettos at night, always.
Gym or sports?
If you could have dinner with any one person, living or dead, who would it be and why?
Gauravi: My great grandmother, Maharani Gayatri Devi of Jaipur. I would love to ask her about her days in Jaipur.
Claire: Simone de Beauvoir, an icon of women empowerment.
Gauravi: To stay humble, kind and positive.
Claire: 'A woman can be overdressed but never over elegant' - Coco Chanel
What’s one thing you wish the world knew about Jaipur?
Gauravi: There is a sort of a renaissance in Jaipur. The city was built to be a hub where cultures, art, ideas and people came together to find a new identity. That phenomenon is finding a new meaning today through initiatives like The PDKF Store, Nila House and The Sculpture Park among others.
What’s one thing you love about Rajasthani culture?
Claire: The women's colourful poshak (especially when they dance!)
Shop The PDKF Store here.