Founded by Jyoti Daga and Rishab Daga , SFH was born in a city known for its exceptional textile legacy and diamonds—a place where craftsmanship and timeless beauty are part of everyday life. In the period following the lockdown, a clear gap emerged in modern wardrobes: the need for clothing that is luxurious in comfort, refined in design, and effortlessly versatile.

This realization gave shape to SFH.

SFH is not merely a clothing label; it is a thoughtfully curated lifestyle brand. We are a collective of passionate entrepreneurs and creators, driven by a singular vision—to design clothing that empowers women through ease, elegance, and confidence.

The name SFH, meaning “Shop From Home,” reflects our philosophy of bringing the comfort and familiarity of home into every garment we create. Each piece is meticulously designed to transition seamlessly from home to work and beyond, balancing understated sophistication with everyday wearability.

At SFH, excellence is intentional. From fabric selection to finishing details, every creation is crafted with care and purpose. Our commitment is to deliver a fashion experience that feels personal, comforting, and enduring—one that resonates deeply with the modern woman and stands the test of time.