I’ve always felt that the paths of those who came before me have had a huge influence on who I am today. The choices my parents, grandparents, and ancestors made have all, in some way, led me here, shaping not just my life, but also my love for textiles and cultural heritage. It’s a connection that reminds me how deeply our stories and traditions are woven together.
My mother grew up on a hill farm in the beautiful Cumbrian hills, life there moved with the seasons and was shaped by the land and the animals. In those days wool was a valuable resource, but sadly over time has been replaced by cheaper man-made fibres. For her, those early years instilled a respect for natural materials, for the rhythm of nature, and for the beauty of things made by hand, cared for, and cherished for years to come. It was a slower way of living, one where nothing was wasted and every object had meaning and use.
My father’s story couldn’t have been more different. He grew up in Karachi, Pakistan – a city full of life, movement, and colour. Here in stark contrast to my mother's upbringing there was no evidence of a slower pace of life, roads filled with an endless sprawl of rickshaws, bikes, cars and donkeys rushing past each other in a never ending race to get to their destination. You'd find chai wallahs pouring tea on the corners, fruit sellers tempting you in with mangos stacked high & the chaotic scent of a myriad of spices following your every move. It was a place where everything seemed to move at once, a world buzzing with energy and potential possibility.
When my parents’ paths came together, their two very different worlds began to weave into one. From the quiet hills of Cumbria to the vibrant streets of Karachi, they passed on to my sisters and I a strong belief in living a life full of curiosity, exploration, and appreciation for what surrounds us.
This is where the roots of Rooh lie. We are inspired by their example: to celebrate the beauty of slow, natural processes in a fast-paced modern world, to treasure the handmade and the meaningful, and to honour the skill of craftspeople whose work carries generations of knowledge.
Every piece we showcase reflects that balance – a thread between memory and discovery, heritage and possibility. Our company is called Rooh, meaning soul. For me, Rooh is more than a name - it is a guiding belief. It reminds us to protect the world not just for those living today, but in honour of the souls who came before us and the ones still to come.
Rooh is about cherishing the past, caring for the present, and creating with respect for the future. It is a way of holding space for memory and meaning in everything we make.
With Love
Amira
