Jugni Style is an online lifestyle magazine for the Canadian woman, with a focus on all things South Asian. We love clothes, make-up and eating, just as much as we love reading, traveling and checking out the latest theatre production or art exhibit by an up-and-coming artist.

Jugni Style is for the modern woman who follows fashion trends from around the world, shops designer, high street and vintage, eats sushi and gulab jamuns, and has A Fine Balance, Shopaholic and Eat, Pray, Love on her bookshelf.

The Jugni Style Manifesto

1. We pledge to bring our readers current, cutting-edge stories in the world of fashion, beauty, culture and arts.
2. We vow to never carry stories or advertisements on dating, nor will we sponsor dating events.
3. We will not talk about how we are part of a crush generation, how we’re torn between cultures, how we can’t identify with our parents, how we battle between East & West. We get it. We’re over it.
4. We will not implore our readers to get married. The single life is great too.
5. We will act as guinea pigs and test products before recommending them to our readers.
6. We will not talk about dating, why you should date, how dating will help you get married, how dating sucks, etc.
7. Do you like chocolate? So do we! We’ll talk about it too.
8. We will never use the word “masala” unless we’re talking about a cooking recipe.

Jugni Style was created in 2010 by Joti Dhesi and Manjot Bains, two women on a mission to bring fabulous South Asian-themed stories to the world. Learn more about them and Jugni Style’s amazing team of writers, here.

What Exactly is a Jugni?

How do you pronounce that? joo-goh-nee – stahyl

Jugni represents a woman who travels from place to place, and makes funny, clever and insightful observations on all that goes on around her – which is why we named our online magazine after her.

Literally meaning a female firefly, Jugni is a narrative device used in Punjabi folk music, where the writer uses Jugni as an observer who comments on different situations and places. Almost every contemporary musician singing in Punjabi has sung about Jugni, from the late Pakistani folk singer Alam Lohar, to the UK’s Swami and Mukhtiar Sahota, and India’s most recent Bollywood renditions in Oye Lucky, Lucky Oye!