‘Growing up in a family of Darjees (tailors) inspired me’

DESIGNER Deepa Jagjivan Singh transforms generations of family tailoring tradition into contemporary Indo-African fusion wear through her label 'Jivan by Deepa'.

This Durban-based creator honours her Gujarati heritage, while crafting exclusive, handmade pieces that empower women to connect with their roots.

The brand, launched in 2023 and has quickly become a name to watch in the world of Indo-African fusion wear.

“Fashion has always been part of my story. Growing up in a family of tailors, or Darjees as we are known in the Gujarati community. My inspiration began at home.”

Singh’s roots run deep. Both sets of her grandparents were professional tailors.

Her paternal grandfather, Ishwarlal Jagjivan, owned Springbok Tailors, in Grey Street, while her grandmother Kalavati created garments with loving precision on a vintage Singer sewing machine.

On her maternal side, her grandfather Bhukhan Khusal was a respected coat maker, with her grandmother Jelibhen Khusal handling the fine handwork.

“I fondly remember the melodic hum of my grandmother’s sewing machine. Those childhood memories, along with my love for repurposing and styling vintage clothing, led me naturally into design.”

What began as a passion project, stitching outfits for herself and embellishing her daughters’ clothing, soon transformed into something much larger.

“The first piece I designed was a simple hand-stitched outfit made using leftover fabric from my grandmother’s sewing kit. It was not perfect, but it carried so much sentimental value. That moment sparked my passion.”

Singh’s latest collection, titled PaanchRang, meaning "five colours", was inspired by Diwali, the festival of lights.

“Diwali celebrates the triumph of good over evil, light over darkness, and joy over despair. I wanted the collection to reflect those values, vibrance, hope, and individuality.”

The collection features a palette of celebratory reds, yellows, purples, oranges, and golds, softened by modern pastels like peach and mint. The garments are rooted in traditional Indian aesthetics but designed with a contemporary twist.

“The theme is ‘Tradition with a Twist’, timeless Indian elements interpreted through a modern, wearable lens. It is joyful, confident, and radiant, just like the spirit of Diwali.”

Her unique approach blends rich Indian fabrics and embroidery with western silhouette,

co-ord sets, jackets, and dresses. One standout piece is her Indo-Western open-back dress, which features Indian textiles, sheer mesh details, and functional pockets.

“It has an adjustable waist, a zip, and tie-ups to ensure comfort and versatility. Only one of each has been produced to maintain exclusivity, every piece is as unique as the woman who wears it,” she said.

Every Jivan by Deepa garment is handmade in Durban by women artisans, a conscious decision by Singh to keep her work local and to empower others.

“One of the biggest challenges has been sourcing authentic fabrics while keeping everything sustainable and ethically made. Managing timelines while maintaining attention to detail can be demanding, but the reward is worth it.”

Educating clients about fashion is also a priority for Singh.

“It is about helping people understand the value of what they are wearing, the hours, the skill, the heart behind every stitch.”

Singh has ambitious yet grounded dreams for Jivan by Deepa.

“My dream is to grow Jivan into a global Indo-African fashion label, showcasing the blend of Indian heritage with African creativity.

“I want to expand into a dedicated studio and collaborate with other women entrepreneurs and artisans. Most importantly, I want to continue creating clothing that empowers women to feel confident, comfortable, and connected to their roots.”

Fusion wear will continue to be at the heart of her work.

“While I adore traditional Indian silhouettes, my goal is to explore Indo-Western designs that are versatile, inclusive, and comfortable for all occasions. I would love to experiment with more casual and resort-style collections while keeping that Indian essence alive.”

For Singh, Jivan by Deepa is more than a fashion label, it is a tribute to heritage, family, and womanhood.

“Jivan is a story of creativity and heart. It is about celebrating where we come from while embracing where we are going,” said Singh. 

To explore the latest collection, follow @jivanbydeepa on Instagram or contact the WhatsApp store at 071 709 6965.

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