Shobitam celebrates fifth anniversary by expanding product categories

Ethnic wear and accessories brand Shobitam is celebrating five years in business by launching a new product line named ‘Shobitam Zevar’ to enter the silver jewellery segment. The US-based brand has also forayed into children’s wear with the launch of its ‘Kid’s Collection’.

Shobitam’s new product line ‘Shobitam Zever’ is designed to bring Indian jewellery traditions to the world, Indian Retailer Bureau reported. The collection features gold plated authentic silver jewellery items such as necklaces, earrings, and chains among others, according to the brand’s website. 
 
While some jewellery designs are thoroughly modern, such as a delicate chain with star charms, others are traditional with classic motifs such as peacocks and flowers. The collection also features coloured stones. 

The brand’s new children’s wear line features a range of ethno-modern looks for girls such as gowns, lehenga sets, and kurta sets among others. With bright colours and youthful details such as frills, the collection also includes a number of matching mother daughter ensembles to enable mothers to match with their girls in complimentary ensembles, according to the brand’s website. 
 
Entrepreneurial sisters Aparna and Ambika launched Shobitam in Seattle with the aim of making Indian ethnic wear affordable and available across the globe, according to the brand’s website. Shobitam works with teams of weavers across India to create its sarees and clothing and aims to shine a spotlight on lesser known Indian weaving techniques which it retails from its direct to customer website.