About Us
Fitoor by Firdaus is more than a brand — it’s a heartfelt tribute to the vibrant traditions, enduring crafts, and soulful stories of India. Born from a deep-rooted passion (our “fitoor”) for cultural preservation and artistic excellence, we are dedicated to reviving the lost art of handcrafted ethnic wear.
Our journey begins in the royal desert land of Rajasthan, where every street echoes with music, every wall is painted with history, and every woman carries elegance like an heirloom. Inspired by this land of colour and culture, we bring to life ethnic suits and sarees that celebrate the intricacies of Indian craft — from zardozi and mirror work to bandhani, leheriya, and gota patti.
Each garment is crafted by skilled karigars — the real heartbeat of Fitoor. These artisans, with years of expertise passed down through generations, pour their soul into every thread, ensuring that each piece holds not just beauty, but authenticity and emotion.
But our story doesn’t end with craft. It is also a story of women who wear their roots with pride. Of grandmothers who pass down sarees like wisdom. Of young women redefining tradition on their own terms. Of brides draped in legacy and everyday queens who embrace elegance. Fitoor is for them — for you.
We draw visual inspiration from:
Rajasthani architecture — haveli jharokhas, intricate arches, and ancient murals
Floral and fauna motifs — blooming bougainvilleas, marigolds, elephants, peacocks, and parrots
Textile heritage — paisley trails, tie-dye dreams, and mirror-studded elegance
Folk culture — puppets, pot art, musical instruments, and vibrant turbans
Our colour palette reflects the earth and festival — from royal maroons and mustard yellows to dusky pinks, parrot greens, and antique golds.
We believe in:
Slow fashion: Mindful creation over mass production
Cultural storytelling: Every design has a past and a purpose
Empowering artisans: Uplifting the communities that preserve these crafts
Elegance with ease: Garments that are rooted yet radiant
Every Fitoor piece is limited, timeless, and made with love. No two pieces are exactly alike — because art should never be mechanical. What you wear is unique, just like the hands that made it and the heart that chose it.
Founded by a visionary who grew up admiring the rhythm of artisans and the grace of traditional wear, Fitoor by Firdaus is a woman-led label, run with a team that believes in nurturing both craft and community. Based in Rajasthan with soul in Punjab, we work directly with local karigars, ensuring fair wages, respect, and purpose for every artisan involved.
We are building a world where tradition meets style, where culture becomes couture, and where every woman feels regal in her roots.
Wear Fitoor by Firdaus.
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Yes! Fashion Nova offers return shipping labels for US customers. Using return shipping labels is the recommended way to return your item to Fashion Nova, as you will be able to track your return and receive your credit much more quickly than if you were to send your return back yourself.
Return shipping labels can be purchased for $3.99 if you are returning a single item or for $7.99 if you are returning multiple items. Return shipping labels can be purchased and all returns can be submitted in our Returns Portal.
We do not offer exchanges but we welcome you to return your item(s) by mail in accordance with our Return Policy by using our online returns portal and repurchasing any available item(s) on our site.
We do not provide cash refunds. We will accept exchanges within 30 days of the original purchase date with a valid receipt and all tags attached. We will accept returns for store credit only within 30 days of the original purchase date with a valid receipt and all tags attached. The following items are considered “Final Sale” and cannot be exchanged in-store:
All items ending in $.00, .96, .97, and .98, bodysuits, swimwear, undergarments, beauty products, cosmetics, accessories, and “Party Wear” (such as Halloween costumes) are considered final sale, non-returnable and cannot be returned for store credit.
