Raahi Living: The Block Print Brand I Built In Amsterdam

Hand block-printed table linens inspired by spring

For those of you who don’t know, Raahi Living began in a season of my life that was both deeply transformative and quietly disillusioning. I started my “new” business when my twin girls were around eighteen months old - shortly after becoming a mother, and after realising that the corporate world I had given so much of myself to no longer saw me in the same way.

Before I was pregnant, I was working in Amsterdam as a Director at AMC Networks. I was ambitious, experienced, and delivering results. I was also passed over for a promotion to Vice President - a role I had earned but never got - because I was, as it was later revealed, considered to be “of child-bearing age”. HR was informed. Nothing happened. I won’t dwell on it - but that moment changed something fundamental for me.

It made me realise that in large corporate systems, no matter how senior you become, you are often still just a number. Replaceable. Convenient until you’re not. And I knew, very clearly, that I didn’t want to keep building someone else’s version of success - or set that example for my daughters.

I wanted them to grow up seeing a woman who chose herself. Who built something meaningful. Who created a life rooted in values, not permission.

And so, Raahi Living began.

One of our artisans printing our fabric by hand

For as long as I can remember, I’ve been collecting moments. Meals that run long into the evening. Tables dressed with care even when it’s “just us”. Clothes chosen not for trends, but for how they make me feel - confident, held, joyful. When people ask me about Raahi Living, they often assume it began as a business idea. A lightbulb moment. A decision made at a desk. But the truth is, Raahi has been quietly building in my life for years - through travel, through homes I’ve lived in, through seasons of change, and through a deep love of colour, craft, and gathering people together. Raahi Living is not separate from my life. It’s a reflection of it.

A Brand Shaped by Experience

Raahi means traveller - and that word feels deeply personal to me. My travels through India, Europe, and beyond have shaped the way I see beauty. From hand-blocked textiles in Jaipur to sun-faded florals in Mediterranean homes, I’ve always been drawn to things that feel lived-in, joyful, and full of soul. Raahi Living, where everything is designed here in Amsterdam, is inspired by those experiences. It celebrates florals, colour blocking, and craftsmanship, brought together in a way that feels modern yet timeless. It’s colourful without being loud. Considered without being precious. Everything we create — whether it’s a hand block printed dress, a quilt, or a set of table linens — is designed to bring a little joy into the everyday. A kind of dopamine hit, through clothing or through your home.

You can explore our collections here — but more than that, I hope you feel what we’re trying to do.

Why Tables Mean So Much to Me

If there’s one place Raahi truly comes alive for me, it’s around the table. I’ve always believed that gathering people is one of life’s quiet luxuries. A table is where stories unfold. Where children climb onto laps. Where friendships deepen. Where ordinary days turn into memories.

Tablescaping isn’t about perfection. It’s about intention. Laying a cloth. Lighting a candle. Choosing napkins that make you smile. Not because someone’s coming over - but because you’re worth celebrating too. Raahi Living’s table linens were born from this belief. That any meal can be a celebration. A Tuesday lunch can feel special. A simple dinner can feel elevated. A kids' playdate can feel extra. Beauty doesn’t need a reason.

You’ll see this philosophy woven through our homeware pieces here - designed to be used, loved, washed, and used again.

Clothing That Carries Joy

The same applies to how we dress. Raahi clothing is designed for real life - for women who move, travel, mother, work, host, and live fully. Pieces that feel easy but intentional. Comfortable yet expressive. I wanted to create clothing that carries joy - that you reach for when you want to feel like yourself, just a little brighter.

You can discover our dresses and apparel here, all of which are made using traditional hand block printing techniques passed down through generations of artisans.

More Than a Brand

Over the last three years, Raahi Living has grown slowly and thoughtfully. It’s been shaped by the people who make it, the customers who wear it, and the community that has supported it from the beginning. At its heart, Raahi is about celebrating life - the big moments and the small ones. Colour as emotion. Craft as connection. Home as a feeling.

If you’ve followed my travels, my love of food, interiors, and storytelling, then you already understand Raahi. It’s simply another way I’m sharing what I love.

If you’re curious, I’d love for you to visit Raahi Living and see what we’ve been building.