Celebrity Favourite Brand JADE by Monica and Karishma Now Uses ‘PETA-Approved Vegan’ Label  

For Immediate Release:

12 August 2022

Contact: 

Monica Chopra; [email protected] 

Hiraj Laljani; [email protected]  

Mumbai – Driven by Monica Shah and Karishma Swali’s commitment to being leather-free, couture bridal and luxury fashion label JADE is the latest company to join People for the Ethical Treatment of Animals (PETA) India’s “PETA-Approved Vegan” programme to label its vegan items. Known for creating exquisite, handcrafted garments so intricate they require thousands of hours to embroider, the company can now boast of options free from silk, leather, wool, and other animal-derived materials. 

“As a proud homegrown label, JADE has embraced the epochal ahimsic Gandhian values of mindfulness, compassion, and respect for all life forms,” says Monica Shah. “As our vegan pieces show, you can create stunning, one-of-a-kind, luxurious products without harming any animal.” 

“Every single stitch, accent, and bead in JADE’s handcrafted vegan fashions and accessories reflects the brand’s compassion for animals,” says PETA India Senior Media and Celebrity Projects Coordinator Monica Chopra. With ‘PETA-Approved Vegan’ products, JADE is giving today’s consumers the gift of mindful luxury.” 

More and more companies are embracing vegan fashion, and for good reason. As revealed by PETA India, cows, snakes, and other animals killed for their skin or fur are often mutilated and even skinned alive, and wool industry workers have been caught throwing, beating, and stamping on sheep. In the silk industry, about 50,000 silkworms are slain to make a single sari, typically by boiling the worms alive inside their cocoons. 

JADE will soon also launch a vegan accessory line for men and women that includes shoes adorned with Italian satin and Japanese crystals and bags crafted with silver, denim, and gold-plated enamel. JADE joins a long list of designers, brands, and companies that use the “PETA-Approved Vegan” logo. 

PETA India – whose motto reads, in part, that “animals are not ours to wear” – opposes speciesism, a human-supremacist worldview. For more information, please visit PETAIndia.com or follow the group on Twitter, Facebook, or Instagram.  

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