Siblings Nimrat Kaur, Simrat Kaur, and Sahib Singh grew up with an intrinsic understanding of textiles. Their father began a fabric mill in Mumbai in 1983, a company that quickly established itself as one of the largest purveyors of premium quality fabrics for the home throughout the world. Their mother, who works as the director for the family business, instilled in her children the importance of developing the highest quality of fabrics using time-honoured techniques to create compelling designs. 

At JORO, sustainability isn’t treated as a feature or an afterthought. It is the operating system of our business. Every decision we make is guided by first principles, ensuring sustainability is embedded at a structural level rather than applied as a marketing layer.

From sourcing and manufacturing to logistics, packaging, and long-term circularity planning, sustainability is integrated into every stage of our process. This systems-led approach allows us to design responsibly from the outset, rather than retrofitting solutions later.

We work exclusively with partners who share our values. Each supplier is carefully selected based on their commitment to ethical production, responsible material sourcing, sustainable energy use, and robust waste management practices. This ensures accountability across our entire supply chain.

Our waste policy goes beyond industry norms. While many brands stop at responsible sourcing, we require fully implemented waste management frameworks across all partner factories. These include standardised recycling protocols, textile waste segregation, and comprehensive water treatment processes.

Chemical integrity is another cornerstone of our approach. Through our Chemical Commitments Policy, we strictly prohibit hazardous or non-compliant substances, aligning with UK, EU, and US regulations. This level of oversight remains rare within the homeware sector.

Looking ahead, our products are designed with future circularity in mind. Material and design choices are pre-engineered for recyclability and closed-loop reuse, laying the groundwork for a long-term circular model that is still largely absent from the UK homeware market.

For a young British brand, this level of operational integrity is uncommon. For us, it is essential. Sustainability is engineered into our products before they even exist.

At JORO, sustainability extends beyond our own collections. We work closely with our suppliers to build long-term capability, providing training and support to help meet global sustainability standards.

By assisting partners in phasing out harmful finishes, improving worker wellbeing, and progressing toward environmental certifications, we help embed lasting change across the supply chain.

Rather than operating as a brand with a supply chain, we act as a sustainability accelerator within the production ecosystem, multiplying impact beyond our own footprint.

Few early-stage brands take responsibility beyond their own four walls. We do.

At JORO, our sustainability commitments are independently verified. We hold a Positive Luxury ESG certification, confirming that our practices meet rigorous international standards.

This certification validates our measurable, audited sustainability performance, ensures compliance aligned with global frameworks, and reflects governance standards that exceed typical SME benchmarks.

For our retail and trade partners, it provides confidence that our sustainability claims are credible, transparent, and accountable, not performative.

We are redefining performance textiles for the modern home. Our fabrics are engineered to be anti-fungal, anti-microbial, easy-clean, and hypoallergenic, without compromising on design.

Unlike conventional performance fabrics, our technology is C0, meaning it is completely free from harmful fluorinated chemicals. This places us at the forefront of the industry-wide shift away from PFAS-based treatments.

We are extending this sustainable performance technology across throws, upholstery, drapery, and bed linen, positioning JORO as one of the first homeware brands globally to deliver performance fabrics that are high-functioning, visually refined, chemically safe, and environmentally responsible.

This approach sets a new benchmark and places us years ahead of traditional alternatives.

In 2024, JORO evolved from a sustainability-driven brand into a design-led one, introducing a visual language we call Modern India. This aesthetic is contemporary and refined, yet deeply rooted in Indian cultural heritage, expressed through modern colour theory, geometry, and textile artistry.

Modern India is exclusive to JORO. There is no direct competitor in the UK or global homeware market presenting Indian design through such a considered, contemporary lens.

Each product is designed as a form of cultural storytelling. Our collections embody narrative depth, artistic mastery, and a modern reinterpretation of traditional Indian craft. This level of cultural design intelligence sits at the core of our brand and sets us apart from both mass retail and boutique interior labels.

Building credibility in the luxury interior design space is rarely fast—and almost never guaranteed. Yet, through a combination of craft, values, and industry trust, we’ve reached milestones that many early-stage brands only aspire to.

A Permanent Presence at the Design Centre, Chelsea Harbour

Being invited to showcase at the Design Centre, Chelsea Harbour is an honour typically reserved for long-established luxury interior brands. It signals not only quality, but confidence from the industry itself.

What makes this achievement even more significant is that we now hold a permanent presence at the Design Centre—an exceptionally rare accomplishment for a brand at our stage. It places us alongside some of the most respected names in global interior design and allows our work to be experienced within one of the world’s most influential design institutions.

Endorsed by Influential Industry Voices

Our growing reputation has also been reinforced by leaders within the design community. Interior design veteran Benn Spriggs, Editor in Chief of Elle Decoration, has publicly endorsed our products and joined our founders for a live conversation.

This endorsement goes beyond visibility. It reflects belief in our relevance, our design philosophy, and the cultural impact of what we are building—validation that cannot be manufactured or bought.

Early-Stage Validation That Is Uncommon

Very few early-stage brands manage to secure all of the following simultaneously:

Industry backing

Institutional presence

Cultural relevance

Verified sustainability credentials

This combination represents more than momentum—it signals a foundation built for longevity. As we continue to grow, these pillars anchor our brand firmly within the future of responsible, design-led interiors.

JORO prides itself on utilising the best quality fabrics and strives to create contemporary designs with a richness of texture made with long lasting materials. As siblings with a passion for heritage techniques, each JORO collection celebrates the culture of India, drawing on decades of experience that sets it apart.