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Kajal Ahuja, Business Reporter
Kajal Ahuja, Business Reporter
Kajal Ahuja is a Business Reporter at Images Group, specialising in the dynamic world of Fashion Retail. With over three years of experience, she has a keen eye for industry trends, which she couples with a passion for storytelling to churn out superior content.

How Label JENN is democratising premium style for working women

In the world of fashion, where luxury often comes with a hefty price tag, Label JENN is carving a niche by offering premium yet affordable designs for every woman. The brand’s journey is a testament to the power of passion, resilience, and a deep understanding of the Indian market’s need for affordable, aesthetic fashion.

Jinita Sheth, Founder, Label JENN
Jinita Sheth, Founder, Label JENN

The brand was founded in 2020 by Jinita Sheth. With nearly a decade of experience in the corporate fashion world, Jinita always had an eye for style, having previously worked with luxury brands like Bebe, Lenza, and Charles & Keith where she gained invaluable insights into global merchandising.

But it was the glaring gap in the Indian market that spurred her to take action. “I realised that while India has a massive audience of style-conscious working individuals, most couldn’t afford luxury or premium-priced pieces, even though they aspired to wear them,” she says.

The idea for Label JENN was born from Jinita’s personal passion for sourcing unique, vintage pieces from local markets like Colaba and Crawford in Mumbai. Her curiosity led her to research consumer behaviour, production models, and price sensitivity in India.

The Pandemic Pivot: Turning Challenges Into Opportunities

The tipping point came after a major professional setback. “A senior male mentor took credit for a significant project I had worked on for years. That incident broke something in me,” she admits. “I was tired of men taking control.”

From living paycheck to paycheck, Jinita decided to go all in. Armed with ₹10,000, she learned how to build a website on Wix and Shopify, designed the logo, shot product photos, and created digital content—all by herself during lockdown.

When COVID-19 hit, Jinita’s plans to launch her first line of products, which included body belts and harnesses, were put on hold. “I had stocked up and was ready to launch when the pandemic hit. Suddenly, everything was on hold—vendors, shipments, even basic movement of goods became impossible,” she recalls. However, rather than succumbing to the setback, she saw the lockdown as an opportunity to build the brand’s identity.

Using the quiet period to focus on defining the brand’s aesthetic, target audience, and content strategy, she laid the foundation for the future. “I focused not on selling, but on building the brand. What is JENN? What is its aesthetic? Who am I as a founder, and what do I want this brand to stand for?” Jinita says. As the pandemic forced many brands to pause, Label JENN used the time to strengthen its narrative and create a deeper connection with its audience.

A DIY Launch: Authenticity in Every Step

With no resources to hire professional photographers or production teams, Jinita took matters into her own hands. “I shot the products in my own space, using my phone. It was very raw, very real, very personal,” she recalls. The response was overwhelming. “People were excited and wanted to place orders—but the reality was, I couldn’t fulfill any of them at that time. So instead, I used that period to gather feedback, connect with stylists, and understand what was resonating with people.”

The brand was initially launched on Instagram, where Jinita shared authentic, behind-the-scenes content, and through WhatsApp, as she engaged directly with customers. The result – organic growth and quick traction.

In-House Manufacturing & Ethical Practices

What sets Label JENN apart is its commitment to in-house manufacturing. Prior to the pandemic, Jinita spent months building relationships with small vendors, including tailors and craftsmen from local areas like Nagpada and Dharavi.

“When COVID hit, many of these vendors lost their jobs, and some were left homeless. It was heartbreaking. So once things started opening up, I felt a deep sense of responsibility,” she says. By providing support to her team and keeping production in-house, she ensured that Label JENN stayed true to its roots of quality, craftsmanship, and ethical practices.

Expanding the Range & Embracing the Marketplace

From its humble beginnings with body belts, JENN now boasts a diverse product range, with 58 to 72 SKUs, covering categories like apparel, accessories, shoes, and jewellery. Despite its strong online presence, the brand is gradually expanding into online marketplaces like Nykaa, JioMart, and Myntra. “Earlier, we couldn’t commit to marketplaces because of limited inventory. But now, with 26 to 28 partner factories, we’re ready to meet the requirements of large platforms,” Jinita says.

A Marketing Strategy Built on Authenticity

Label JENN’s marketing strategy has always been rooted in authenticity. Through performance-driven campaigns, influencer collaborations, and organic content, the brand has built a loyal community. “What makes me proud is that all the influencers and celebrities who posted about us—like Juhi Godambe, Farah Khan, and Sonakshi Sinha—were genuine customers. They discovered and bought from us themselves, which led to organic visibility and credibility,” Jinita shares.

The brand’s target audience includes strong, independent women—single mothers, young entrepreneurs, and women navigating personal transitions. “We wanted to build a community around that spirit,” she says. As the brand has evolved, it now caters to a broader demographic, designing pieces for women across different age groups and life stages.

The Road Ahead: Expansion & New Ventures

Looking ahead, Label JENN is focused on further strengthening its online presence and expanding into physical retail. A long-term goal includes a flagship store spanning three floors, showcasing the brand’s complete collection. Jinita is also excited about collaborations, including one with Kalki, and exploring new categories like beauty and linen bedsheets.

With plans for celebrity endorsements, new product launches, and a growing online presence, Label JENN is set for even greater success in the years to come. As Jinita sums up, “Label JENN is about making fashion empowering and accessible for every woman. It’s been a journey of passion, resilience, and a mission to offer affordable luxury.”

In a world where the luxury market often feels out of reach, Label JENN is proving that beautiful, high-quality fashion doesn’t have to be expensive—it just has to be accessible.

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