Magicsimsim Art is a celebration of the Indian legacy of mythology, folklore, and visual storytelling using the extraordinary craftsmanship of hand embroidery.

With the launch of Magicsimsim in August 2020, the husband-wife founder duo Varun Kumar and Simi Biswas , both graduates from the National Institute of Fashion Technology, New Delhi, Class of 2002 & 2003 respectively, amalgamated their two-decade long close association with the elite haute couture embroidery sector and their vision of elevating surface ornamentation to a fine art form.

The shimmering grandeur of the ancient Indian embroidery techniques like Aari, Zardozi, Marori, Pitta to name a few, truly blurs the boundary between textile embellishment and inlay-worked jewellery. A laborious meticulous process which only the very skilled of hand artisans can aspire to create, Zardosi has been used for hundreds of years by Indian Royalty to commission wondrously exclusive tapestries for their beloved Deities or court hangings, most of which can be viewed presently in museums worldwide.

Varun and Simi’s main aim is to recreate the opulent narrative traditions of ancient India visually and texturally and give the art of hand embroidery a fresh lease of life by pushing boundaries.
Today, Magicsimsim precious artworks have captured the imagination of individual connoisseurs all across the globe as well as corporates like REC Limited, Reliance Group and Adani Group as collectible heirlooms that encompass art, heritage and most importantly, their personal beliefs.

E 71, Second floor, Sector 6 Noida.Uttar Pradesh - 201301

Located in the heart of Noida’s creative landscape, Magicsimsim’s studio is an oasis of luxury and craftsmanship. This space serves as the home to our exquisite bejeweled art collection, where tradition meets innovation. The atelier is a sanctuary for those who appreciate the finer things, offering a curated selection of bespoke masterpieces. Each artwork, handcrafted with precision and adorned with the finest materials, transforms the space into a gallery of opulence and elegance. Visitors are invited to explore a world where embroidery transcends its origins, becoming timeless pieces of art that tell stories through threads and jewels.