The Sovia
A woman in a deep maroon ethnic outfit walking toward a sunlit window

Est. 2026 · By Appointment · Mumbai

Yousavedit.
Wemakeit.

Your Pinterest boards, your favourite designers, that photo of your mother's saree — bring them to Pallavi. She'll curate, source, or have it made for you.

Founded by Pallavi Patodi · 300,000+ women served previously

Send Your Pinterest BoardBook a Private Appointment →

How It Begins

Pinterest boards are full of pieces you'll never find in a store.
That's where we begin.

PHer Board
A finished commission piece

The Finished Piece — Commissioned from a Client's Board, Dec 2026

We work with what you already love. No mood boards from scratch, no forced consultations. Just your saved pins, and our team to make them real.

Share Your Board on WhatsApp→
Pallavi Patodi, Founder & Curator of The Sovia, in her Mumbai studio

Pallavi, in her Mumbai Studio · 2026

The Founder

Fifteen years.
300,000+ women.
One at a time.

Three Lakh+ Women · India & Worldwide

In 2011, my husband Darshan and I started Yellowfashion.in from a rented room next to our home in Mumbai. We had no plan and no money — only a love for the saree my mother wore. By the time I stepped away in 2021, we had served over three hundred thousand women across India and six countries.

The Sovia is my return. Not to scale — but to the women who came back to us again and again, the ones I spoke to personally. I'm not a designer. I'm the person who finds, sources, and brings together karigars, ateliers and master tailors across India, so the piece you've been dreaming of — but never finding — finally arrives at your door.

Pallavi

Pallavi's Previous Venture, Yellowfashion (2011–2021), Profiled In

YourStory · Apparel Resources · Inc42

Begin a Conversation with Pallavi

The Services

Three quiet ways to begin.

Private Video Shopping
01 — PRIVATE VIDEO SHOPPING

A private showing, on video. You watch. You ask. You shop.

Book a private video call with our team. We open our exclusive, handpicked collection in front of you — sarees, lehengas, anarkalis, indo-westerns — pieces you won't find on any website.

You guide the session. Ask us to bring something closer, drape it on the model, show you the back, the embroidery, the fall. Ask for alternatives. Take your time.

When you find what's right, you reserve it on the call. We deliver to your door.

One hour. One conversation. No pressure.

HANDPICKED COLLECTION · INTERACT LIVE ON VIDEO · RESERVE & DELIVER

Book a Video Showing
Designer Blouse Studio
02 — DESIGNER BLOUSE STUDIO

Send a photo. Get the blouse ready in 48 hours.

Found a blouse you love on Pinterest or Instagram? Send it to us on WhatsApp.

Share your measurements over a quick chat — our karigars will hand-stitch the blouse exactly as you want it. Fabric, neckline, sleeves, back — every detail your call.

Ready in 48 hours. Couriered anywhere in India.

One photo in. One blouse out. Two days to stitch.

ANY REFERENCE PHOTO · HAND-STITCHED TO YOUR MEASUREMENTS · 48-HOUR DELIVERY

Send a Reference Photo
Custom Design Studio
03 — CUSTOM DESIGN STUDIO

From your Pinterest board. To your wardrobe.

Send us your Pinterest board, screenshots from Instagram, a celebrity outfit you've been saving, or even a photo of your mother's old saree.

Pallavi and our team — karigars, master tailors, and partner ateliers across India — work with you to turn it into a piece designed entirely around your taste, your measurements, your occasion.

Sketches and fabric samples shared over WhatsApp. Stitching begins only after you approve.

Anywhere from 3 to 6 weeks, depending on the piece.

YOUR INSPIRATION · OUR KARIGARS · ONE-OF-ONE PIECE

Share Your Inspiration

The Process · Unhurried, By Design

Four steps. As personal as a conversation between friends.

01Step

Share Your Inspiration

Send your Pinterest board, photos, or thoughts on WhatsApp. In English, Hindi, or any language you prefer.

02Step

Book a Curation Session

Pallavi reads, responds personally, and proposes a time to meet — over video or in her Mumbai studio.

03Step

Meet Our Team

A private session with Pallavi and our karigars or partner designers, depending on what you need. No rush, no pressure.

04Step

Created & Delivered

Your piece is sourced or hand-stitched, then sent to your door — anywhere in India or abroad.

"Aapki Pinterest board.
Aapki asli pasand."

Your Pinterest Board. Your Real Choice.

Indian fashion, designed around what you actually love.

Words From Clients

"The whole experience felt like having a friend who knows ethnic fashion inside out. My reception lehenga arrived exactly as I had pinned — better, actually."
Anjali · Mumbai · Reception Lehenga
"I sent a Pinterest board from London and received a piece that looked like it was made for me. Which it was."
Reshma · London · Custom Anarkali
"Forty-eight hours. One WhatsApp conversation. A blouse I will wear for years."
Kavya · Bangalore · Designer Blouse

The Atelier

Personal Curation
WhatsApp-First
Karigar-Made
48-Hour Delivery
Worldwide Shipping

Serving clients across India, the UK, the US, the UAE, Singapore, Sri Lanka and Australia.

Write to Pallavi

Three ways to share
what you love.

Pick whatever feels easiest. Pallavi responds personally — usually within a few hours.

The Fastest Way to Start

Send your Pinterest board

Message us on WhatsApp

In English, Hindi, or your language — share photos, voice notes, sketches, anything.

Open WhatsApp →

WhatsApp us in English, Hindi, or your language — we respond personally in whichever feels natural.

Often Asked

Questions our clients ask first.

We schedule a private one-hour video call. Our team opens The Sovia's handpicked collection in front of you — sarees, lehengas, anarkalis, indo-westerns. You ask us to bring things closer, drape on the model, show the back or the embroidery. When you find what's right, you reserve it on the call and we deliver to your door.

Still have a question? Ask Pallavi on WhatsApp →

Send Pinterest Board