Aavriti Jain studied branding at Istituto Marangoni in Milan, but rather than going on to work in the Italian fashion capital, she returned home to Jaipur, India, where she created Teatro Dhora.

Her brand, which she founded with Siddharth Daspan, started as a jewelry line in 2014—modern metal creations with hints of Rajasthani design. It expanded to a full-fledged concept store, situated in a former automobile workshop in the city center but away from any sort of shopping district or street. “I liked that [location], so it could have its own voice and space,” says Jain. “I am [also] a big fan of tall ceilings and boundary-less spaces.” Recently, they introduced a cafe, serving blue tokai coffee, authentic shikanji (Indian lemonade), bagels, organic dips, cakes, and cardamom cookies.

But of course it’s the fashion that’s the draw here. Jain says that building out her roster of designers was “completely intuitive. I honestly bring forward the work of people I personally love. So it’s really the brands who are speaking the same language as Dhora or doing some exciting work.” As such, she’s worked with bigger Indian brands like Anavila and Peró as well as local artists from villages in Rajasthan, who are “too shy to even mention their name.” Her current favorites in stock? Anuj Bhutani and Crow.

Although Theatro Dhora is a “concept shop” in the same vein as Colette, Casa Chiqui, Dover Street Market, or Noventos Gradas, it’s not catering to an international crowd, per se. “Most Indian designers are bringing forward organic fabrics and the old workmanship [techniques] of our country,” says Jain. “I barely see our homegrown designers blindly follow the fashion trends of the western world.”

“I think Jaipur is so rich in its craft and heritage that it definitely needed and needs places which successfully communicate its richness to the world,” Jain continues. “I like the fact that the community is being relevant to the country first and then the world. Its putting forward work of small artisanal communities to the world in the best language possible. It’s making its own name.”