Why Preema Aura?

I feel incredibly blessed to be turning a lifelong dream into reality. For me, beauty is not just in appearance, but in how we feel. That’s why I’m transforming Preema Aura from a passion project into a full-fledged fashion brand.

In 2010, after a casual encounter with a taxi driver who remarked, “You have a Preema Aura around you,” the name was born. At the time, I was focused on growing my aesthetic practice while quietly designing dresses for myself, expanding from evening wear to beachwear.

Ahead of my 50th birthday celebrations in Ibiza, unable to find the dresses I wanted, I designed three elegant, sheer pieces to be worn over bikinis. These versatile dresses could transition from luxurious poolside wear to elegant evening attire, and this inspired me to launch my own collection of luxury resort wear.

At Preema Aura, we believe in giving back to our community.

Why?

I had planned to debut the first of my Preema Aura designs to my family and friends during my birthday celebrations, however these plans went on hold when, three weeks before, during a peaceful Sunday afternoon stroll through the quiet, residential lanes of Notting Hill, London, I experienced an assault which resulted in multiple facial fractures.

The experience became a turning point in my life that reshaped my outlook. We never know what is around the corner, so it becomes even more important to live each day to its fullest.

That’s why 10% of all sales are donated to Victim Support, a charity dedicated to helping survivors of crime and traumatic incidents within the Greater London area.

Victim Support registered charity number 298028.