Launched during the pandemic, couturier Nitika Gujral’s eponymous label has swiftly become synonymous with classic grace, refined luxury, contemporary flair, and meticulous craftsmanship. What started as a bespoke, private studio, today has transformed into a full-fledged couture label, making designs accessible to women who believe in the magic of exquisite craftsmanship.
Nitika Gujral’s journey into fashion wasn’t planned but rather instinctive. As she poetically puts it, “It was almost like finding my way home.” She adds, “I learned everything firsthand, working closely with master artisans, absorbing their wisdom, and understanding the nuances of craftsmanship that can’t be taught in books.” This deep-rooted connection with artisanship continues to define her brand’s aesthetic.
Celebrated for innovative designs juxtaposing tradition with modernity, Label Nitika Gujral’s creations have graced the wardrobes of celebrities like Shweta Tiwari, Mouni Roy, Madhuri Dixit Nene, Palak Tiwari, Gauahar Khan, Sonam Bajwa, and Sobhita Dhulipala, among others.
The brand’s latest offering, Noor-The Eternal Light, is nothing short of exquisite and is an ode to the ethereal magic of light in all its forms. “Every collection begins with a feeling, a moment, an inspiration that lingers in the heart,” Nitika muses. She adds, “Noor-The Eternal Light was born from the sheer magic of light—how it plays, transforms, and breathes life into everything it touches. I’ve always been fascinated by how light shifts between day and night—the golden embrace of dusk, the soft luminescence of moonlight, and the bold shimmer of a midnight celebration. This collection is a tribute to those fleeting yet unforgettable moments where light isn’t just seen—it’s felt. It’s the glow of confidence, the radiance of joy. Noor is designed for those luminous moments that define us.”
At the heart, Noor-The Eternal Light is about the magic of illumination. “Not just in the literal sense but in the way light shapes our emotions, memories, and presence,” Nitika decodes the collection. “I wanted to capture the duality of light—its quiet ethereal glow and bold electrifying brilliance. Just like a woman, who can be both, effortlessly graceful and unapologetically powerful, this collection reflects that balance. From soft, diffused luminescence to dazzling midnight shimmer, every piece is designed to mirror those luminous moments in life—whether it’s an intimate candlelit celebration or a grand soirée where all eyes are on you. Noor isn’t just about looking radiant; it’s about feeling luminous from within.”
The result is a striking array of masterfully crafted silhouettes designed for effortless elegance. “They are structured yet fluid,” Nitika describes. “Think sculpted corsets paired with voluminous skirts, fitted draped gowns, and contemporary lehengas that strike the perfect balance between tradition and modernity. Each design is meant to complement movement, embodying grace and confidence.”
Color plays an important role in the collection, mirroring the celestial transition from day to night. “Noor is painted in a palette that mirrors the transition of day into night—ethereal ivories, soft golds, celestial silvers, and deep midnight hues. These shades amplify the collection’s luminous aesthetic, ensuring a striking yet elegant presence,” Nitika explains.
For Nitika, couture is not just about design—it is about storytelling through craftsmanship, and at the heart of Noor-The Eternal Light is also its intricate handcrafted artistry. Nitika says, “For me, craftsmanship is the soul of couture—it is where artistry and emotion come together. With Noor-The Eternal Light, every piece is designed to capture the way light moves, flickers, and shimmers. Our artisans have meticulously worked with intricate hand embroidery, delicate beadwork, and fine zardozi, layering textures that mimic the natural play of light on fabric. Every stitch and every embellishment are placed with intention—to create depth, dimension, and an almost ethereal glow when worn. We have combined age-old embroidery techniques with a modern perspective, ensuring that while the craftsmanship remains deeply rooted in tradition, the final pieces feel contemporary, fluid, and effortlessly glamorous.”
Speaking about the USP of the collection, Nitika elaborates, “Noor is designed for high-end luxe occasions, especially cocktail soirées and grand celebrations. The designs are a reflection of celestial colors, bringing an ethereal glow to every ensemble. It’s not just about wearing a beautiful outfit; it’s about stepping into a moment where light, fabric, and emotion create something truly unforgettable.”
For Nitika, Noor is more than just a collection—it’s an emotion woven into fabric. She reflects, “It embraces the colors of 2025, from serene silvers and deep midnight tones to soft golds and ethereal ivories, aligning with the year’s trend of celestial hues and luminous elegance. Noor is designed for the woman who loves to shine, who embraces elegance with confidence, and who believes in celebrating herself as much as the occasion.”
One can find Noor-The Eternal Light at Nitika Gujral’s flagship stores, select multi-brand boutiques, and the official website: www.nitikagujral.com. Orders can also be placed through the brand’s social media channels, with bespoke consultations available for those seeking personalized couture. The collection’s price range starts from ₹90,000 and goes up to ₹3,00,000, with customization options available for those looking to create a truly one-of-a-kind ensemble.
