Started by Reshma Mistry in 2020 (in the midst of a global pandemic), Noori is a clothing and accessories brand based out of the Bay Area, CA. Noori is grounded in East meets West fusion.

Born and having spent the first few years of her life in England, the influences of South Asian fashion were very much prevalent in her everyday life. She took to fashion at an early age; weekends consisted of visiting the sari shops that lined the streets of the country's "Little India", as well as dressing up for family gatherings. In the late '80's, her family moved across the pond to one of the world's fashion epicenters--New York. While South Asian fashion wasn't always accessible, Reshma found ways to incorporate her heritage and culture into her wardrobe with accessories, outerwear and jewelry.  Her love for fashion and learning the business behind it led her to earn a Bachelor of Science degree in Fashion Merchandise Management from the world-renowned Fashion Institute of Technology (FIT).  

Noori aims to make the beautiful fabrications and exquisite embellishments of South Asian clothing accessible to all, featuring pieces that can be worn for multiple occasions without being culturally specific.  The Noori woman is refined with flair, creative, and cultured.  She is authentic and timeless.