At the intersection of tradition and individuality stands Jefi, the Creative Director behind Fiya Designs—a brand born from a deep desire to reclaim identity through fashion.

Growing up as part of the South Asian diaspora, Jefi navigated the delicate balance between cultural heritage and Western norms. Like many, she once shortened her name to blend in more easily—hiding the very parts of herself that made her unique. But over time, she realized that true confidence lies in embracing all of who you are.

That realization sparked the birth of Fiya Designs.

Rooted in dance, poetry, and lived experience, Jefi’s designs are both an artistic statement and a personal reclamation. Her background in Bharatanatyam not only inspires silhouettes and textures but also influences the names, movements, and stories behind each piece. With a deep respect for craftsmanship and storytelling, Jefi brings a designer’s eye and a poet’s heart to every collection.

Before launching Fiya Designs, Jefi spent years studying design, curating Indo-Western styles, and sharing her sketches and fashion ideas with a growing community on social media. Her work is a fusion of past and present—of rich Indian textiles and modern tailoring, of softness and strength.

Jefi’s mission is simple yet powerful: to create pieces that allow others—especially women navigating layered identities—to feel seen, celebrated, and confident. Whether you’re dressing for work, a dinner, or a quiet moment of self-expression, Fiya Designs is here to help you show up fully and unapologetically.

This brand isn’t just about clothing. It’s about reclaiming your voice, your culture, and your fire.

It’s about being whole.