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Everything starts here.
Phulay is made in one place — Srinagar, Kashmir, at the edge of the Himalayas. The fibre begins further still, in Ladakh, at altitudes above 14,000 feet, where the Changthangi goat survives winters cold enough to kill most animals. That cold is why the fibre exists at all.
We did not choose Kashmir as a backdrop. It is the only place this could be made.
Made where it has always been made.
HERITAGE
Centuries of Craft
Sozni embroidery has been practised in Kashmir for over 500 years. Every stitch is worked by hand, with a single needle, on the reverse of the fabric. It cannot be done any other way.
CRAFTSMANSHIP
One Artisan
Each shawl is made by a single artisan, from the first thread to the last. One pair of hands. Weeks, sometimes months, of uninterrupted work.
AUTHENTICITY
Certified Pure
Every shawl is independently tested before it leaves Kashmir. The certificate confirming 100% pure pashmina arrives inside the box. If it is ever found to be anything other than described, we return every penny.
The Women's Collection
Blush Hashidar Shawl
100% Pashmina
PHULAY | A deep maroon pashmina shawl, hashidar in style, with fine thin-lined sozni e...
Chestnut Jamawar Shawl
100% Pashmina
PHULAY | A natural brown pashmina shawl, jamawar in style, fully embroidered edge to e...
Chestnut Jamawar silk embroidered Shawl
100% Pashmina
PHULAY | A natural brown pashmina shawl, jamawar in style, fully embroidered edge to e...
Turquoise Hashidar Shawl
100% Pashmina
PHULAY | A natural light brown pashmina shawl, hashidar in style, with fine thin-lined...
Indigo Paldar Shawl
100% Pashmina
PHULAY | A navy pashmina shawl, paldar in style, hand-embroidered along both borders i...
Midnight paldar Shawl
100% Pashmina
PHULAY | A black pashmina shawl, paldar in style, hand-embroidered along both palla in...
Cerulean Jaali Shawl
100% Pashmina
PHULAY | An ivory pashmina shawl, densely embroidered in sky-blue sozni across the ful...
Walnut Doredar Shawl
100% Pashmina
PHULAY | A natural brown pashmina shawl, tordar in style, hand-embroidered along the b...
The Making
Sozni embroidery has not changed in 500 years. We have not changed it either.
The needle moves through the fabric at a pace that cannot be rushed. A motif that takes minutes to draw can take weeks to embroider. The complexity of the design decides — not the deadline.
Pashmina & Cashmere
The same fibre. A very different standard.
Cashmere refers broadly to the fine undercoat of any Cashmere goat. Pashmina — true pashmina — comes specifically from the Changthangi goat of Ladakh, at elevations above 14,000 feet, where the extreme cold produces fibre finer than any other in the world.
Most products labelled cashmere or pashmina contain neither. Independent laboratory testing is the only way to know for certain what a piece is made of. Every Phulay shawl comes with that test.
Every penny. No questions asked.
Every Phulay shawl is independently tested before it leaves Kashmir. If the fibre is ever found to be anything other than what we describe, we return every penny. No conditions. No questions asked.