FOR ESTABLISHED BOUTIQUES • WHOLESALE ONLY

Designs your customers haven't seen. Exclusive to your city.

Authentic Kutch handcraft — Ajrakh, Mashru and Bhujodi — designed in-house and made by master artisans in Bhuj. Trade pricing. Fresh designs every week. A more distinctive edit for your boutique.

Apply for wholesale access ↗ Try the ₹10K Sample Kit
Made with care in Bhuj. Chosen by independent retail.
Wholesale fashion collection
THE YELLOW BELLS BOUTIQUE EDIT
Fresh prints. Festive
MADE IN BHUJ, KUTCH
3 new
designs introduced every week
as stated in the wholesale brief
10,000+
DESIGNS
3 / week
NEW DESIGNS
Bhuj
OUR WORKSHOP
Since 2020
CRAFTED & HANDMADE
2 days
SAMPLE DISPATCH TARGET
THE BOUTIQUE ADVANTAGE

Make your
 boutique the
 place they
 discover.

Your premium customer doesn’t just buy a product. She buys a story. When the same design appears in three other shops, it starts to feel ordinary — and the conversation turns to discounts. When a piece feels original, carries a craft story and is thoughtfully edited, it gives her a reason to choose it at full price.

Distinctive craft. A memorable store experience.
01 / YOUR EDIT

The Boutique Festive Edit

A considered mix of statement pieces and versatile layers for customers who want something beyond the familiar.
01 · STATEMENT

Ajrakh & Mashru

Artful prints and rich textures that bring character to a festive rack.
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02 · OCCASION

Kurtas & Co-ords

Distinctive silhouettes for celebrations, gifting and statement dressing.
03 · FINISHING TOUCH

Festive Dupattas

Easy-to-style layers that help customers complete a look.
TRADE DETAILS
Build your own boutique mix.
Final pricing, availability and assortment are shared after your store is reviewed.
WHOLESALE PRICING
Price list on approval
Varies by design and quantity
SUGGESTED ASSORTMENTS
₹50,000 / ₹1,00,000
Opening order starts at ₹50,000
Product imagery is illustrative. Confirm actual product availability, wholesale prices, suggested retail prices and margins with Willow Bells before publishing.
02 / FEEL IT BEFORE YOU COMMIT
See the collection. Feel the difference.

Before you commit £2–3 lakh to a new range, see how the pieces look and feel in your own boutique. Start with a curated Sample Kit, then make your decision with confidence.

✦ Curated pieces selected for your boutique edit
✦ Dispatched within 2 days, subject to confirmation
✦ £10,000 credited to your first wholesale order, as per agreed terms
Request your Sample Kit ↗
Sample Kit availability and credit terms are confirmed during approval.
YOUR FIRST ORDER
£10,000 credited
A simple first. A considered wholesale decision next.
OUR / PEOPLE WHO MAKE THE MAGIC HAPPEN

Behind every print is
a craft worth 

sharing.

See the people, processes and place behind the pieces. Yellow Bell keeps its digital relationships private, as your sourcing remains our advantage.

A closer look at the craft

THE STORY BEHIND THE SCENE

A point of view, not a trend copy.

We believe creativity starts with curiosity and is available for selected design-led products.

Founded 2020

A small independent studio

Own workshop

Rooted in our craft

90% women team*

Passionate about making things

We believe every print should tell a story — made with care, created with intention and designed to be shared.

04 / HOW IT WORKS

From first hello to your boutique floor.

Discover our simple process from application to delivery.
01

Apply

Tell us about your store and the customers you serve.
02

Get your edit

After approval, browse our curated product edit and make your assortment selections.
03

See it up close

Choose a showroom experience or arrange a video walkthrough with the team.
04

Order & dispatch

Finalize your assortment and delivery plan with the wholesale team.
Prefer to meet in person? Ask about our wholesale visit after approval.
Start your application ↗
QUESTIONS, ANSWERED

Before you apply.

Need a detail that isn't here? Apply and tell us what you need to know.

The standard opening order starts at a minimum quantity. Our team can help you choose the right products for your needs.

Yes. Contact our team with your location and we will help you with wholesale availability.

Delivery times vary depending on your location and the products selected. Our team will provide an estimated delivery timeline.

Custom designs and sizing may be available. Please contact us with your requirements.

Please contact us as soon as possible with your order details and photos of the issue so we can assist you.

FOR BOUTIQUES WITH A POINT OF VIEW

Bring a fresh point of view to your boutique.

Apply for wholesale access