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"Our goal is to bring economic and social empowerment to marginalized communities, especially women, while bringing simple joy to our customers."
"I'm originally from Australia, but have settled in the majestic city of New Delhi. I've been a very adventurous woman since I was young. I wanted to travel and learn about the many different cultures and traditions of different parts of the world. My keenness to work for society landed me a job with the French NGO, ACTED, as a humanitarian aid worker, which took me to many beautiful countries — almost 65! These include many conflict and disaster zones in Sudan, Iraq, Lebanon, Myanmar, Afghanistan and many others.
"After ten long service terms, I finally decided to pursue my love of textiles and decided to settle in India, while still continuing part time with ACTED. I fell in love with textiles as a young girl and my interest grew as I traveled to many countries and saw the huge diversity of beautiful fabrics. As a child, I remember my mum sewing at home, making clothes for the family. She would hoard loads of fabrics for future projects — many of which never got started — so the house was always full of fabrics. I began playing around with sewing and fabrics when I was a teenager, but my love for textiles — an addiction really — blossomed while I was living in Pakistan from 2005 to 2007. Since then, wherever I travel, I seek out the local fabrics and usually end up collecting lots. I have my own hoard now, which is growing by the day!
"I decided to start my own social enterprise based in India. I started with a simple motto aptly put by Gandhi, that 'there is no beauty in the finest cloth if it creates hunger and unhappiness.'
"We are a social enterprise aimed at adjusting, in our own small way, some of the inequalities that we see around us while respecting the natural environment in which we work. We work mostly with women, because we see the greatest potential for positive change among them.
"We work mostly with gorgeous recycled textiles from all over India. Sourcing them is not very difficult at the moment, however, over the last few years I've noticed that the really special pieces — in particular hand block printed saris, tussar saris and patolas — are decreasing. I have the feeling that this will continue in the coming years, as designers' demand for these beautiful recycled fabrics exceeds supply.
"We are committed to creating the finest and most beautiful textile-based designs. Our goal is to bring economic and social empowerment to marginalized communities, especially women, while bringing simple joy to our customers. We partner with a careful selection of cooperatives, women's groups, NGOs and artisans to design, craft and market exceptional creations.
"The story of our silk and other, luscious textiles begins as they make their long journey from the industrious hands of weavers. They are transformed into unique and luxurious products by the nimble fingers of female artisans. Finally, they end the journey with our socially-conscious shoppers who understand the importance of balancing exquisite design and high quality with the urgency of addressing poverty.
"Our designs do not involve any child labor and we endeavor for handwork to be provided as much as possible through our NGO partners, ensuring disadvantaged women have dignified, sustainable and fairly paid employment. A portion of the proceeds from every sale also goes towards the education of tribal and minority children in rural India through our nominated school.
"Some five artisans work directly with me; the vast majority of work is done through artisans associated with my partner NGOs and cooperatives. By far the largest number of jobs is generated through the kantha embroidery work we do on scarves. About 400 women work with our partner on our scarves.
"At our workshop, there is always an exchange of ideas with the artisans. It feels amazing to be working with women whose talent and knack for crafting has been handed down from generation to generation. Their art is a piece of priceless history and tradition, and this should continue, otherwise the richness of traditional craft will die out. This is what I tell my artisans.
"We try and develop designs that complement the fabrics with which we work. All our products are textile-based, and they mostly use recycled saris or reclaimed, vintage fabric and embroidery in some way. We also have some designs using newly woven textiles sourced directly from artisans or NGOs, such as raw silk scarves and jamdani khadi cotton. We love beautiful textiles and create simple, durable and unique products that highlight the fabric. Our range currently focuses on jewelry and accessories, but we're slowly experimenting with clothing.
"My dream is to make our brand widely known for its beautiful designs and social impact."
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