Valid on Valmmira Collection purchase only and requires to place a separate order for Valmmira Collection purchase. Cannot be combined with any other offer or site-wide collection. Not valid on sale items. Other restrictions may apply. Minimum purchase requirement amount is net of any discounts. Sales tax and shipping and handling are not included in the total minimum purchase calculation. Taxes payable after coupon value is deducted. If you return a portion of your purchase a portion of the discount will be lost. Cannot be redeemed for cash. Offer is subject to change without notice.

About Us


While there is a considerable chunk of the population in the USA and elsewhere that admires and desires traditional and contemporary ready ethnic fashion wear and also custom made services, there isn’t a singular reliable platform that caters to their both needs. Ethnic Rack was born out of the ambition to serve this set of the world populace by bringing the latest elegant traditional and contemporary designer wear at their convenience. With people increasingly getting online, we play the vital role of delivering services of the utmost level. Our designers emulate expertise and heritage accompanied with the right product quality.
The Journey
Urvi Patel was born in Surat, the hub of diamond and textile manufacturing and trading. She hails from a textile family and lineage for a considerable amount of time. She was always upbeat and keen on helping her extended family in the UK with traditional styling. It was the same passion and enthusiasm that saw her specialize in jewelry designing from Mumbai. Her journey, hobby, and academics in designing helped her develop a holistic understanding of the industry. Consequently, it was only natural that she started living her passion and launched her own business that has the local presence and international reach. Her goal is to be customer focused and provide the highest quality with memorable bespoke experiences. She is dedicated to working with local designers and handling all customers personally. 
Brand Values
Ethnic Rack is a global platform where craft, culture, and community unite. Ethnic Rack has a local presence and maintains boutique philosophy. When you work with us, you work with owners. Ethnic Rack was founded on the principles of striving for a quality and maintaining consistency in the entire process from the onset to the end. We take pride in our honest approach in doing business. Our goal is to be customer focused, and provide products with value and experiences that delight. While counterfeit products are cut-rate & low on quality, Ethnic Rack believes in creating value for their products by ensuring the emphasis on authenticity and quality. 
Ethnic Rack works closely with local designers to offer bespoke tailoring services. Rather than a one-size-fits-all service, Ethnic Rack offers high-quality custom-made clothing and jewelry for every occasion - from Wedding, Bride & Groom, Bridesmaid, Kids, Me & Mommy and Bollywood outfits to Fully Certified Premium Diamond and Handmade Jewelry – as per your needs, desires, and budget. You can customize everything, from colors to patterns, style, design, fabric etc. You are part of entire design process, from idea to final product creation, and transparency is maintained throughout the customization process, by providing you feedback and images. Check out our “Made to Measure” section to learn more about it.
In order to provide customers an easy access to the wide range of the traditional and ethnic fashion wear, she came up with the idea of Valmmira, an exclusive exhibition across USA, specifically New Jersey, which displays an alluring collection from lehengas to festival-appropriate chaniya cholis, designer saris and blouses, gowns, Anarkalis, fashion jewelry and much more. 
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