In 2017, driven by a passion for our family's textile legacy, we launched our journey. Starting with small, crafted samples for loved ones, we aimed to blend childhood comfort with style, refining our vision with their feedback.

In 2018, filled with gratitude and determination, we launched Charm and Cherish, a brand committed to dressing children with love and care. Our debut on major ecom platforms was embraced by mothers looking for the best for their little ones.

Our in-house design team tailors our collections to global trends and the Indian market's pulse, ensuring unique, vibrant offerings each season. With the capacity to produce 50,000 pieces daily, we uphold our commitment to uncompromised quality

Since our first Amazon order, our path has been woven with shared successes and joy, with every happy customer reinforcing our commitment to quality and satisfaction.

Recognizing mothers' needs in children's clothing, we've launched innovations like Inner Shorties and Beginner Bras. Our products are more than clothes; they're designed to support the journey of kids childhood with quality, comfort, and charm.

Our journey goes beyond our products to deeply value community feedback and suggestions, enabling us to refine our craft, exceed expectations, and delight at every step.

Facing the challenge of competitors mimicking our designs, we refuse to conform. Instead, we continuously innovate, ensuring each season presents a fresh wave of creativity and delight.