(October 6, 2025) Some entrepreneurs chase scale, others chase status. But for childhood friends Aashumi Mahajan and Niyoshi Shah, the pursuit was different — to reimagine luxury itself. Back in their Mumbai school days, they weren’t the ones after medals or report card rankings. Instead, they were, as they put it, “quietly ambitious” — the kind who spent more time observing than competing, absorbing global fashion trends long before Instagram made them mainstream. Even as teenagers, they followed Paris Fashion Week livestreams, couture launches, and glossy beauty editorials. They were happy chasing an instinct to stand out in a world of millions.
That instinct became the foundation of The Luxe Maison (TLM), a premier multi-brand luxury boutique that now straddles Mumbai, Dubai, and beyond. The brand has become a true global connector, linking India’s young luxury consumers with boutique designers from Lebanon, Nigeria, Spain, Turkey, Germany, the UK, and France. Today, their roster includes 50 designers across 20 countries, each offering distinctive pieces rooted in culture and storytelling.
Aashumi Mahajan and Niyoshi Shah
From curiosity to creation
The seed for TLM was planted in 2016, when the duo launched TLM Consultancy with the vision to represent Indian and international designers with the authority of established global fashion houses. At the time, the Indian luxury retail space was fragmented and heavily tilted toward either mass e-commerce or inaccessible high fashion.
“We worked with established and emerging designers commanding international runways — Paris, London, New York,”recalls Aashumi. However, in India, they had no visibility, no accessibility. “That disconnect became our catalyst.”
By 2019, they had launched The Luxe Maison’s website, a carefully curated digital marketplace that aimed to democratize access to niche global couture while retaining the exclusivity and cultural value that defines luxury.
A new playbook for luxury
Unlike traditional retailers burdened with real estate costs and heavy inventory, TLM was built on a drop-ship, capital-efficient model. This allowed them to stay agile, responsive to trends, and scalable without drowning in overheads.
“We’re not replicating Net-a-Porter,” says Niyoshi. “We’re writing our own playbook, one where agility beats scale, cultural intelligence drives curation, and digital access makes luxury borderless.”
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The pandemic test
But the journey wasn’t without setbacks. The pandemic struck months after their e-commerce launch, forcing a six-month halt and burning valuable capital. Global tariffs, fragile couture logistics, and complex customs threatened to derail operations.
“Every roadblock became R&D,” says Aashumi. “We optimized processes, streamlined digital systems, and leaned on the strength of our partnerships. Our designers stood firmly with us — their loyalty validated our model.”
That resilience has paid off. In 2025, TLM stands as a rare example of a profitable, independent, and self-sustaining luxury e-commerce venture.
Beyond Labels: Craftsmanship as currency
If TLM has one defining ethos, it is this: luxury is no longer about labels, but about artistry. Today’s discerning consumer doesn’t want to pay a premium for a logo; they want exclusivity, individuality, and a story.
“The customer is happy to pay for the man-hours behind an intricately handcrafted Lebanese gown, a Turkish kaftan, or a French timepiece,” explains Niyoshi. “They’re paying for cultural heritage, not a logo stamped in gold.”
This shift is reflected in TLM’s carefully curated collections: from couture and ready-to-wear to rare jewellery, writing instruments, watch-winder boxes, and bespoke accessories. Each piece is chosen not just for design but for cultural resonance and storytelling.
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A global audience
TLM’s customer base mirrors its global spirit. With clients across continents, the platform serves not only traditional hubs like Delhi, Chandigarh, and Mumbai but also Dubai, Doha, Lagos, and even Chile. This worldwide appeal accentuates its positioning as more than a store. It serves as cultural bridge.
“We are physically in Mumbai, but mentally in five countries at once — Paris, Dubai, Tel Aviv, Beirut, Istanbul,” says Aashumi. “We are constantly scouting, meeting designers, and expanding our network. That global curiosity is what fuels TLM.”
Navigating a changing industry
The founders are candid about the state of global fashion. “With creative directors reshuffling and legacy brands struggling post-pandemic, the industry is witnessing some of its toughest numbers in decades,” says Niyoshi.
They argue that the future of luxury lies not in aggressive branding but in authenticity, quality, and cultural meaning. Consumers, they believe, are disillusioned by soaring prices and global uncertainties. “They are either turning to local businesses and designers or seeking international pieces that feel truly unique and irreplaceable,” says Aashumi.
For TLM, this is not a threat but an opportunity to redefine luxury retail by offering meaning, not just merchandise.
The women behind the brand
Both Aashumi and Niyoshi are from Mumbai, where their families encouraged ambition while keeping them grounded. After graduating from Mumbai University, they wasted no time. Aashumi entered retail and e-commerce just as India’s digital shopping revolution began, while Niyoshi stepped into fashion PR, working with India’s celebrated couturiers and global luxury houses.
Those vantage points shaped their worldview. For Aashumi, e-commerce revealed how algorithms could transform consumer behaviour in real time. For Niyoshi, fashion PR highlighted India’s untapped influence: “India wasn’t just a market waiting to be tapped — it was a cultural powerhouse already shaping the global fashion conversation.”
Today, both balance ambition with personal lives. Aashumi, a young mother, finds inspiration in raising her son while building a global brand. Niyoshi, an avid reader and writer, immerses herself in philosophy and contributes to Luxuryfacts Magazine. Their contrasting yet complementary personalities make TLM’s vision stronger.
Aashumi Mahajan and Niyoshi Shah
Standing apart
What makes TLM distinct in the crowded luxury landscape is its curation of niche couture from the world’s most artistic regions. Instead of chasing mega-brands, it focuses on craftsmanship, heritage, and narrative-driven design.
“It’s not about logos, it’s about legacy,” says Aashumi. “Our clients feel they are buying something truly one-of-a-kind — a fragment of culture, artistry, and history.” With this philosophy, the duo has built more than a marketplace; they’ve built a movement of conscious luxury that appeals to the next generation of global consumers.
Infinite magic, global future
As the luxury landscape faces seismic shifts, TLM represents a new archetype of luxury retail — agile, and deeply cultural. In less than a decade, Aashumi and Niyoshi have shown that two women from Mumbai can reimagine luxury on a global stage. And as they expand their footprint from India to the Middle East, Europe, and beyond, one thing is certain: The Luxe Maison isn’t just selling couture. It’s selling a vision of what luxury can be in the modern world — timeless, borderless, and full of possibility.
- Folllow Aashumi Mahajan, Niyoshi Shah and TLM on Instagram
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