Sustainable, Slow, and Soulful - Why We Believe in Handmade

The work of the hands is the work of the heart !

There’s something incredibly grounding about the feel of a hand-printed fabric — the little inconsistencies in the print, the softness of the yarn, the way each piece carries a story. In a world that moves at lightning speed, trends that change overnight we’ve chosen to take it slower and tread on a more meaningful path. At the heart of our brand is a simple belief: handmade matters.

When we began this journey, it wasn’t just about creating pretty things for homes. It was about preserving something deeper a craft, a culture, and a way of life that is slowly being overshadowed by machines and mass production. Block printing, with its roots in Indian heritage, is a process that demands patience, skill, and soul.

Each block is carved by hand. Each fabric is stamped by human touch, it's weather dependent , some fabrics still use vegetable dyes that take months to cure and prepare. Most importantly each piece carries the rhythm of the artisan who made it. Whether it was the leaf print stamped by Vijenderji or the bhujodi weave by Pravin bhai. 

Our work is closely tied to the age old textile traditions of India, especially block printing in Bagru and Sanganer, two small villages just outside Jaipur a city that we proudly call home. These places are the beating heart of block printing in India. Generations of artisans from the Chippa community have lived and breathed this craft, often beginning their training as children, learning the intricate language of wood blocks, dyes, and fabrics from their elders. 

In Bagru, the process is deeply earthy and rooted in nature think natural vegetable dyes, mud resist printing, and sun-drying techniques are all part of the everyday rhythm. The earthy, muted colours of Bagru prints reflect the desert landscape they’re born from. 

Sanganer, on the other hand, is known for its finer, more intricate floral motifs often in brighter hues. The artisans here have mastered the art of detail, and there’s a certain elegance in their work that feels light and joyful. The Chippa families in both villages have preserved these techniques for centuries, even as the world around them has modernised. Supporting their work isn’t just about aesthetics it’s about cultural preservation.

These artisans aren’t workers on an assembly line  they are keepers of tradition. Each time we sit down with them over chai, over colour  swatches, over hand-blocked samples we’re reminded of how deeply human this process is. There is conversation, improvisation, and intuition involved in every piece. No two prints are exactly alike and that’s the beauty of it.

Today as international brands and designers flock to my city it gives me immense pride to see this craft in great demand all over the world. 

We’re not in a hurry to churn out collections every week or even months. Instead, we design slow, thoughtfully often inspired by nature, memories, and life around us. Our prints are often born from just a thought, an archive of old fabric that I sometimes find buried in a trunk. Colours are carefully chosen to evoke warmth, calm, and connection. It’s not about trends but about the timeless beauty that feels lived-in and loved.

Choosing handmade is also our way of honouring the earth. We work with all natural fabrics and support dyeing and printing processes that are gentle on the environment.  We avoid shortcuts not because it’s easy, but because we believe that sustainability starts with responsibility , most of our products are made in small batches and easily take an entire year from start to finish. 

So yes, it takes longer. It costs more. But it also feels better for us, for our customers, and hopefully, for the planet.

Thank you for choosing slow and handmade !