Today we’d like to introduce you to Shubhra Jain
Hi Shubhra, thanks for joining us today. We’d love for you to start by introducing yourself.
House of Alaan was born from a deeply personal pursuit—as a mother, I was always searching for the best quality bedding and clothing for my children. Time and again, I found myself making trips back to India to source the softest, purest cotton and muslin—materials that didn’t compare to what I found locally.
That’s when I decided: Why not create it myself—and share it with the world?
With an innate love for block printing and a desire to preserve and celebrate our cultural heritage, I set out to build a brand that combines uncompromising quality, timeless Indian craftsmanship, and thoughtful, everyday design.
Rooted in Shubhra’s Indian upbringing, just a few hours from Jaipur where the ancient art of hand block printing thrives, House of Alaan is a brand that honors tradition through a modern lens. Each piece—from reversible quilts and robes to table linens and throws—is made in small batches by skilled artisans using sustainable materials and century-old techniques.
“Design and storytelling are deeply intertwined in Indian culture,” Shubhra shares. “I’ve always been drawn to color, pattern, and the way textiles can transform a space or a feeling. House of Alaan is my way of bringing that warmth and intention into homes across the world.”
Now, House of Alaan is proudly stocked in stores across the U.S.—from wellness spaces and spas to boutique and concept stores, floral studios, event styling companies, and more. We’re growing steadily through curated pop-ups and brand collaborations, with a focus on expanding our presence in Texas and across US.
This is just the beginning. We’re building a thoughtful, impact-driven brand—one that brings timeless craftsmanship into the everyday, and connects deeply with those who value beauty, heritage, and heart.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It hasn’t been a smooth road—and honestly, I don’t think building something meaningful ever is.
Behind the scenes, there are countless moving parts—sourcing premium fabrics, maintaining impeccable quality standards, managing logistics, and navigating inevitable delays. What is envisioned and what is ultimately delivered often requires meticulous refinement. Developing a product that is fresh, high-quality, thoughtfully designed, and competitively priced for discerning customers is a delicate balance that demands both precision and adaptability. Like any new business, House of Alaan has faced its share of challenges. Yet, from the very beginning, one thing has remained unwavering:
I have never doubted myself.
Every challenge has taught me something—about resilience, about the power of staying true to your purpose, and about the beauty of building something from the ground up, one thoughtful step at a time.
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
House of Alaan is a boutique lifestyle brand that brings India’s timeless textile traditions into modern homes—through artisan-made quilts, robes, cushions, table linens, and accessories. We specialize in handcrafted block-printed pieces that blend heritage techniques with a fresh, contemporary aesthetic. Each collection is made in small batches by skilled artisans using sustainable materials like cotton and muslin, ensuring every piece tells a story and feels deeply personal.
What sets us apart is our commitment to intentional design, slow production, and emotional connection. We believe that beauty lies in the details—whether it’s a hand-pressed pattern, a reversible quilt, or a robe that makes your morning feel like a ritual. Our products are not mass-produced. They’re thoughtful, soulful, and made for those who find joy in everyday rituals.
We’re especially proud of our relationships with artisans—many of whom are women carrying generations of craft in their hands. By working directly with them and supporting women-led organizations wherever possible, House of Alaan is both a creative studio and a vehicle for impact.
We’re known for our elevated, tactile aesthetic—pieces that feel like heirlooms but fit beautifully into modern life. Our customers often say they come for the beauty, but stay for the story and the quality. Whether you’re styling your home, gifting something meaningful, or simply slowing down to savor a moment.
How do you define success?
To me, success is about creating something that resonates far beyond a transaction.
It’s when a customer tells me they gifted a quilt to their mother and it reminded her of home. It’s when a boutique owner tells me that our pieces sparked conversations about craftsmanship. It’s when my children proudly speak about House of Alaan and know that it’s something built with heart.
Success is building a brand that connects—with people, with culture, with emotion.
It’s about staying rooted in purpose. Empowering women artisans, supporting women-led communities, and ensuring that the hands behind our products are celebrated, respected, and uplifted.
I believe true success lies in creating impact while staying authentic. If House of Alaan can bring beauty into someone’s life, provide dignity and opportunity to a craftsperson, and remind someone to slow down and savor the everyday—that, to me, is the greatest measure of success.
Contact Info:
- Website: https://www.houseofalaan.com
- Instagram: https://www.instagram.com/houseofalaan/
Image Credits
Amanda Barker Photography
