About
The story
Tuya Sar was born from a deep passion for clothing, comfort, and authenticity.
From a young age, I have always sought to feel good in what I wear. Growing up in a modest family, I learned early on the value of craftsmanship, quality, and respect for hard work. At the age of 14, I began working so I could choose garments that combined comfort, durability, and timeless elegance.
My nomadic heritage is at the heart of Tuya Sar. My grandmother passed on a way of life rooted in harmony with nature, respect for traditions, and ancestral know-how. Childhood memories spent living the nomadic rhythm in Mongolia deeply shaped my vision and values.
When I became a mother, my passion for creation naturally resurfaced. I began sewing for myself and my daughter, and soon after, the encouragement of friends led me to take this passion further. This journey gave birth to Tuya Sar — a cashmere brand created in collaboration with skilled artisans and workshops in Mongolia.
Mongolia is a developing country where many families work tirelessly to make ends meet. Behind every cashmere piece are women and men whose craftsmanship deserves recognition and fair compensation.
Cashmere is a rare and precious material. At Tuya Sar, we are committed to honoring the people behind it, preserving traditional craftsmanship, and respecting the environment.
Tuya Sar is where comfort, elegance, and purpose come together.
The begining
Tuya Sar was born from a deep appreciation for Mongolia’s natural beauty and the centuries-old craftsmanship of its herding communities.
In a world of fast fashion, we chose a different path — one rooted in respect, sustainability, and authenticity.
Each winter, the Mongolian goat grows a delicate layer of cashmere to protect itself from the cold. Our fibers are collected gently, without harm, following traditional methods passed down through generations.
This natural rhythm inspires everything we do: slow production, mindful design, and a commitment to quality over quantity.
Every Tuya Sar piece carries a story — of the land, the herders, the animals, and the artisans whose hands bring softness to life.
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Innove Couture marked its inception with the opening of its inaugural boutique at Centrall Centre, a distinguished shopping mall located in New York.
Opening our doors to more and more clients, we go national with Innove Couture boutiques across New York.Â
Innove Couture around the world — we launch international shipping, opening to markets outside of the United States of America.Â
OUR GOAL
Mongolian luxury to Europe.
