Anita Dongre’s designs are not new to us. Remember when Kate Middleton was visiting India? She was seen in an Anita Dongre piece.

This April, Anita Dongre had confirmed that she’d be opening two new stores: Anita Dongre and Grassroot in Soho. Looks like Grassroot is set up and officially open to customers.

The designer was recently in a conversation with Vogue where she shared the hard work that carried on behind the scenes.

She talked about what Grassroot really is:

Grassroot is designed for the global citizen who is fashion forward, earth conscious and appreciates handcrafted luxury. New Yorkers are, in fact, well informed when it comes to fashion. And they would appreciate the exclusivity of quintessential Indian crafts on pret wear.

She talked about how she is pitching Grassroot to the international customer. “The brand was born out of the need to provide steady opportunities to India’s skilled artisan communities through reinterpreting heirloom traditions from the heart of Indian villages. Grassroot was conceived to solve real world problems through great design—to me, it’s a matter of need outweighing any other question.”The designer also opened about how her son stood by her side like a pillar and helped with bringing Grassroot to New York.

“Yash has worked at our headquarters in Mumbai for almost two years to understand, learn, streamline and expand the business. Having lived in the United States while studying for his masters, he has gained some understanding of the market there. When we were planning to take the brand to New York, he moved there. Now he is spearheading the launch and running of both stores—Grassroot and Anita Dongre couture.”

Not just a great designer, Anita Dongre is definitely a proud mother, too, right now.