Anita Dongre on Being the First Indian Designer to Unveil a Flagship Store in Beverly Hills

The very mention of Anita Dongre’s name evokes spectacular visions of Rajasthan’s cultural canvas, indigenous crafts, and timeless creations. The celebrated design maven has time and again unravelled the soul of Indian craftsmanship for the global luxury landscape with her distinctive handwriting and singular vision. The latest milestone in her luxury retail journey is the opening of her newest flagship store in Los Angeles. Located at Gardenhouse Beverly Hills, this marks the brand’s 13th store worldwide and its most significant U.S. expansion since the New York City flagship opened in Soho in 2018.

Following her historic debuts in New York City and The Dubai Mall, Dongre has now become the first Indian designer to unveil a flagship store in Beverly Hills, furthering her mission of taking India to the world. “Entering Beverly Hills feels like a meaningful milestone. It reinforces that there is space on the global stage for an Indian luxury house built on craft and purpose. For us, this is less about geography and more about reaching a consumer who appreciates authenticity, quality, and culture. It is a proud moment, but also a reminder to keep building with discipline and long-term clarity,” says Yash Dongre, President at House of Anita Dongre.

Anita and Yash wanted the Los Angeles store to feel like an Indian luxury experience translated for a global audience. “That means subtle references to our heritage, contemporary design language, and a focus on natural materials and warmth. We worked closely with our creative and retail teams to create a space that invites discovery and feels personal. Functionally, we also designed it to support our global bridal and occasion clientele with dedicated spaces for consultation and styling,” he adds.

The hand-painted and hand-embellished Pichhwai walls feature Anita's love for forests and animals. These walls have been handcrafted by artisans in Rajasthan over months and celebrate the harmonious co-existence of flora and fauna in forests. Anchoring the store is a striking installation of an elephant matriarch and calf from ‘The Great Elephant Migration’, a global art movement featuring sculptures handcrafted by indigenous communities in India using invasive Lantana weeds that threaten native forests and wildlife.

Designer Anita Dongre shares, “The elephant is a symbol of strength, gentleness, and memory. For me, she represents the women who inspire our brand and the legacy we carry from our craftspeople. She also represents protection and nurture. Having her in the store feels like bringing a piece of home to Los Angeles. It reminds us that luxury is not only aesthetics. It is emotion, tradition, and storytelling,” she quips.

How have you curated offerings for Beverly Hills? How is it different from NY and Dubai?

Yash: Every market has its cultural nuances and wardrobe expectations. In Beverly Hills, we see a strong appreciation for timeless silhouettes, soft colours, and pieces that transition well across occasions. Bridal remains a big focus, as does contemporary Indian evening wear. New York has a more modern, city-forward sensibility, and Dubai has a demand for richer palettes and embellishment. We observe, listen, and adapt, while keeping the core language consistent.

Key retail learnings from global expansion?

Yash: One key learning is that luxury retail today is hybrid. Physical stores are essential, but they must integrate seamlessly with digital touchpoints and white glove service. Another learning is that authenticity travels very well. Consumers in any city respond to craftsmanship and real purpose. Finally, patience matters. Sustainable retail growth takes time, strong systems, and a deep understanding of each market.

Do you see more luxury buyers investing in India-proud labels now?

Yash: Yes, absolutely. There is a clear shift in how consumers view Indian design and craftsmanship. There is pride, but also genuine appreciation for quality and creativity. Buyers are looking beyond global legacy houses and exploring homegrown excellence. Our success internationally reflects that sentiment. Indian luxury is not seen as niche anymore; it is seen as meaningful and relevant.

You often speak about mindful luxury. What does it mean to you?

Anita: Mindful luxury is respect. Respect for the hands that create, for the planet, for time, and for the wearer. It is choosing quality over excess. It is traceability, fair wages, sustainable materials, and timeless design. Luxury should feel personal and meaningful. When something is made with patience and care, it carries a soul. That is mindful luxury.

Which Indian craft resonates most globally?

Anita: There is no single answer. Hand embroidery, weaving traditions, block printing, natural dyes, and intricate surface techniques are all deeply admired. What resonates most is the story and human connection behind the craft. People see the detail, the artistry, and the heritage. The world is recognising that India is not only rich in culture but also in technique and innovation.

Working with craft communities over the years. How has that journey been?

Anita: It has been the heart of our journey. Our craft clusters are not suppliers. They are collaborators, artists, and custodians of tradition. The process has been one of learning, trust building, and mutual respect. When artisans thrive, the community thrives. That is the most meaningful part of our work.

Sustainability. How challenging has it been?

Anita: Sustainability is challenging, but it is also non-negotiable. It requires continued investment, evolving technology, and a willingness to rethink processes. We have made progress, and we are still learning every day. The world of fashion moves fast, but craft teaches us to slow down, to value quality, and to honour time. That mindset makes sustainability a lived practice, not a checkbox.