The Company

The story behind the glamour

A British occasionwear house since 1996 — now in India, dressing every celebration with glamour, craft and confidence so every Indian woman can feel like the best version of herself.

Founded1996

HomeLondon

Now inIndia

30 yrs

In the fashion industry

£19.5m

Annual turnover

2M+

Dresses sold worldwide

6–26

Inclusive size range

Our Story

Fashion to celebrate every woman

Wearing what you love brings freedom and confidence — and Goddiva brings that glamour to every Indian woman, straight from the London studio to her celebration.

Goddiva's designs flatter every body — and every personality. Whatever her age, background or budget, every Indian woman deserves to feel like a star in a dress that feels made especially for her. From a sangeet to the big day, a reception to a night out, Goddiva makes every celebration shine as brightly as she does.

Our Directors

The founders

Co-Founder & Creative Director

Mina Melikova

The Creative Vision

Mina is the creative genius behind the shimmer and sparkle of the Goddiva brand. She has worked with some of the biggest names in fashion and brings her couture dreams to life with each of her collections. Her vision has always been clear: to create high-end, red-carpet looks at affordable prices, guided by one principle — that fashion should be for everyone.

Connect on LinkedIn

Co-Founder & Managing Director

Thangarajah Kugan

The Business Edge

Kugan's wide experience in manufacturing and business is the cornerstone of Goddiva's success. By forging strong industry relationships and a streamlined infrastructure, we transform the latest trends from original design to production in as little as a week — turning celebrity fashion, without the celebrity price tag, into a reality.

Connect on LinkedIn

In Their Words

“We built Goddiva on one idea — that red-carpet glamour shouldn't come with a red-carpet price. Every woman deserves to feel like the best version of herself.”

Design-led and value-driven — every decision, from our in-house studio to our direct-to-client model, is made to bring beautifully crafted occasionwear to more women, in more sizes, in more places.

Brand Identity

Part of something bigger

Goddiva is part of a group of fashion companies dedicated to offering high-quality fashion at competitive prices. Taking a direct-to-consumer approach, the Goddiva brand offers a wide range of occasion and evening wear via a user-friendly e-commerce experience.

Goddiva brings the latest trends to customers quickly, with an ethos of empowering every woman to feel amazing — no matter her size, background or budget. Faster delivery and lower shipping costs keep fabulous fashion within reach for everybody, now right across India.

Our History

Three decades in the making

1996

Kugan steps into the fashion world, founding a garment manufacturing business — laying the craftsmanship foundations the house is still built on today.

2003

Mina and Kugan join forces to create the wholesale occasionwear company City Goddess.

2007

A private-label brand is created — the seed that would later lead to the birth of Goddiva.

2009

Buoyed by success, and in response to growing demand for a direct-to-client option, the Goddiva e-commerce fashion brand is born.

2012

Launch of the Louise Thompson collection in collaboration with the Made in Chelsea star — a sell-out success.

2013

Collaboration with Big Brother winner Josie Gibson on the launch of her first clothing range, to wide media acclaim.

2017

The first Stephanie Pratt collection launches over three hugely successful seasons, alongside the new Goddiva Plus range in sizes 16–26.

2018

The Goddiva Bridesmaids collection is born — reimagining the glamour of the brand for brides and their squads.

2019

Vicky Pattison debuts her first collection; Goddiva is a finalist in three Drapers Digital Awards, and sister company TradeGala launches.

2024

Goddiva launches the Zyler AI Digital Dressing Room — virtual try-on with Prime AI size recommendation — alongside a "Sales Booster" chatbot that drives an 11% average sales uplift and a 32% reduction in cart abandonment. Turnover reaches £19.5m.

2025

Goddiva AI arrives — a proprietary, GPT-powered shopping assistant built with LangChain and semantic search that guides customers from inspiration to checkout. Goddiva is named Women's Brand of the Year at the Boutique Star Awards and shortlisted across five Drapers Awards categories, including Tech Innovators of the Year.

2026

Goddiva arrives in India — bringing London occasionwear to the shaadi season, from sangeet to reception — while extending its in-house AI virtual try-on to more customers.

Technology & Innovation

Customer first, AI-backed fashion brand

Building customer-first technology in-house — from virtual fitting rooms to a proprietary AI stylist.

2024

AI Digital Dressing Room

Launched an AI-driven virtual try-on with Prime AI size recommendation, letting shoppers see themselves in hundreds of styles — and a "Sales Booster" chatbot to guide the journey.

11%Sales uplift

32%Less cart drop-off

2025

Goddiva AI Stylist

A proprietary Smart Customer Chat Assistant built with GPT, LangChain and semantic search — blending the empathy of a stylist with real-time, personalised recommendations by size, fit, colour and occasion.

24/7Personal stylist

GPTMulti-modal AI

2026

In-House Virtual Try-On

An in-house virtual try-on (Google Gemini + proprietary AI) that simulates true fit, drape and proportion on a shopper's own image — with an AI size predictor and AI video generation on the roadmap.

GDPROpt-in & private

FewerReturns & waste

Careers

Work for Goddiva

Goddiva is always on the lookout for fresh talent, giving its people the room to grow in an exciting industry and learn from the best in the business. Diverse, talented teams are the driving force behind the brand's growth and innovation.

Ready to make a difference and help take Goddiva to the next level? Get in touch.

View Openings

Corporate Social Responsibility

Doing fashion responsibly

Modern Slavery Transparency Statement +

It is a priority for Goddiva to ensure that we work ethically throughout our supply chain and organisation, and we work actively to prevent all forms of modern slavery and human trafficking throughout our business. We are committed to acting with transparency and integrity, and work closely with our suppliers and partners to ensure that they share our standards. Goddiva strives not only to not be part of the problem, but to be part of the solution.

Our Organisational Structure +

Goddiva is a UK-based fashion brand which offers original-design fashion via our own e-commerce platform and selected partners — now including our dedicated India storefront.

Suppliers and Supply Chain +

Goddiva designs all of our products in-house in our East London studios. We work closely with producers in the UK, China, India, Dubai and Romania, having built up our relationships over years of close collaboration. The Goddiva directors visit the production teams regularly to ensure all legal requirements are followed and that production is completed both ethically and responsibly.

Our Code of Conduct +

We only work with suppliers who agree to uphold our high standards regarding the treatment of their employees, and we regularly review our relationships to ensure they adhere to all legal requirements and that workers are treated with dignity, fairness and respect. We understand that compliance with the Modern Slavery Act 2015 is an ongoing obligation, and are committed to continuously improving our systems and practices.

Our Commitment to the Environment +

Working closely with our suppliers to reduce waste and the environmental impact of production
Investigating more sustainable fabrics and technologies, and their use in our products
Increasing the efficiency of our logistics process to reduce our carbon footprint
Identifying opportunities to reduce packaging and increase its sustainability
Supporting our customers in promoting circular-fashion practices

Animal Welfare Policy +

As part of our commitment to environmental responsibility, we stand by ethical practices in the production of animal-related products. Goddiva does not directly sell fur or leather products, and any other animal-related products must only be sourced from suppliers that treat animals humanely and ethically, in line with the internationally recognised Five Freedoms of animal welfare.

The story behind the glamour

Fashion to celebrate every woman