About Us
Our Story, Work and Vision
1999
New Beginnings
Our first store was opened at the heart of the local South Asian community in 1999 on Lozells Road, Birmingham, England.
Our founders Mr and Mrs Chohan started their business in 1999 with a simple mission; to give people the latest designs and highest quality in products at the best possible price. The growth and success of Chohans Fashion were a by-product of their passionate commitment.
2009
A stronger focus on jewellery and accessories
After almost a decade of success in our main store on Lozells road selling both clothing and jewellery the need for another store to accomodate more customers and stock arose.
In 2009 we opened our second store on Lozells Road, this new store was dedicated exclusiveley to asian fashion jewellery and accessories.
2011
Ladypool Road - The Largest Store for Asian Fashion Jewellery and Accessories in the UK
Years of dedication to the brand, product quality, and customer service led to the inception of our flagship store on Ladypool Road.
The largest of all previous endeavours Ladypool Road was a bold step towards a larger customer base.
Due to our focus on providing an unmatchable range of choice our Ladypool Road store is now the largest store for Asian fashion jewellery and accessories in the UK.
2013
Shoes & Bags
In 2013 we sought to expand our horizons by introducing new lines of products to suit customer needs.
During the winter of 2013 Chohans Shoes & Bags was born. Stocking over 25 designs in shoes and sandals and 20 designs in bags on its opening day the store was a tremendous success.
2015
Alum Rock Road
Our Ladypool Road store has been a tremendous success, thanks to our loyal customers who value not just our stunning collections, but the exceptional service our passionate, customer-focused team delivers every day.
After seeing how much our customers loved the Chohans Fashion experience on Ladypool Road, we knew we had to bring it to Alum Rock Road—an area we felt was missing a store with our level of quality, care, and style. Now, you can enjoy the same sparkle, service, and sophistication closer to home.
2018
Website
Our website went live on September 25th 2018 at 8pm and since then we have seen a tremendous response online.
What distinguishes us from other online retailers is the amount of stock we keep readily available. Simply place an order and receive your goods within a few working days.
2025
New website and an updated look
In 2025 we updated to a fresh new website which is aesthetically pleasing and user friendly. We also began regular TikTok Live shopping shows amassing thousands of followers and shipping thousands of orders in the space of a few short months.
2026
Stratford Road
Over the years one thing has remained clear to us. Our customers want the same exceptional choice of designs, quality and service in even more locations.
In 2026 we proudly opened our Stratford Road store bringing the Chohans Fashion experience to one of the UK's most vibrant South Asian shopping destinations.
The Future
Looking back on our journey fills us with gratitude and pride. What started as a small store run by Mr and Mrs Chohan with the purpose of making a simple living has grown into a nationally recognised brand that has served generations of families in Birmingham and beyond.
None of this would have been possible without the unwavering support of our loyal customers. Many of you have made us your go-to destination for weddings, engagements, parties and celebrations. Your trust, loyalty and encouragement have been the foundation of our success.
We would also like to pay tribute to our parents whose hardwork, sacrifices, values and determination led us to where we are today.
Our commitment for the future remains unchanged. We will keep working to expand our collections, grow our presence online and in stores and strive to consistently provide the high quality of products and service which our customers cherish.
From our family to yours. Thank you.
Above all, we thank Allah SWT for his countless blessings, guidance and mercy throughout this journey. Alhamdulillah.