Closet by Oshy: A Cute Little Macramé Business led by a Mother-Daughter Duo from Delhi!

It’s the cute little things that make life beautiful, emotionally and materially. If we talk materially, a colourful crochet with a simple design can elevate someone’s look immediately, and emotionally, it’s the bonds that we share with our loved ones. Perhaps, the reason we are talking about accessories and bond is that a small homegrown business has grabbed our attention. Closet by Oshy, a brand spurring out of the bustling creative landscape of Delhi NCR, is a unique handmade macramé business. It not only represents the artisanal craftsmanship but also the beautiful synergy between a mother and daughter who transformed their shared creativity into a thriving small business.

Closet by Oshy specialises in handmade macramé products ranging from bags and wall hangings to keychains and planters. What makes them stand out in a crowded marketplace is their commitment to customisation and a handmade approach. "Giving customers the liberty to choose their colours, sizes, or even designs is what makes us stand out," explains Oshy, the daughter who handles the business operations side of their venture. "We even try to create products when clients provide us with reference images. This approach has really worked for us."

Vandana Tyagi, Oshy's mother, serves as the creative backbone of the business, crafting each piece by hand with meticulous attention to detail. Her artistry and skill form the foundation upon which Closet by Oshy builds its reputation for quality and authenticity. "It was difficult to convince my mother at first," reflects the daughter, "But once we started, she fell in love with the process." It was, in fact, Vandana’s creativity that inspired Oshy to start the online business. 

“We share a very beautiful bond, and that really helps us run this business,” says the young lady. "We can work as a team, improve together, and grow together. We know each other's strengths." This intimate understanding allows them to complement each other's abilities and create a seamless workflow. However, the partnership isn't without its challenges. "Sometimes we don't agree as we both are creative in our own ways, and creative clash is real," Oshy admits. These moments of creative tension, though occasionally difficult, often lead to innovation and stronger designs.

Oshy reflects, “You really need to do things differently to grow a small business in today’s time.” Like many small businesses, Closet by Oshy has faced its share of obstacles, particularly in establishing a market presence. "The biggest challenge is definitely gaining market share. Starting a small business on Instagram is not easy, as it's filled with competition," the co-founder explains. "But somehow we're surviving."

Despite these hurdles, the mother-daughter team remains resilient and focused on growth. Their commitment to quality and personalisation has helped them build a loyal customer base that appreciates both their craftsmanship and their story.

With their foundation firmly established, Oshy has ambitious plans for expansion. "Not immediately, but in the near future, our goal is to have our products available on all major e-commerce websites like Amazon and Flipkart," she shares.

In a world of mass production, this Delhi-based business stands as a testament to the enduring appeal of handmade goods and the powerful creative force that can emerge when family members unite their talents toward a shared passion.