The Quiet Revolution of Craft: How a Woman Founder is Redefining Luxury Through Labour

In a time where fast fashion dominates and mass production defines value, one founder is quietly sewing a different future. Divi Singh, the brain behind a slow-living, artisan-led brand- Srijana, has spent the last few years creating a space where craft meets utility, and tradition finds a modern home. Her journey, rooted in a personal love for handmade items, has taken her from branding boardrooms to remote Indian villages, all in search of the country’s dying embroidery traditions. With a vision to build a sustainable circular economy around these crafts, Divi is not just creating products, but reviving generational wisdom that was at the brink of extinction.

How the Brand Came Into Existence

Divi Singh's brand was formally launched in February 2024, following a pilot run in late 2023. But the seed of the idea had been planted much earlier. “Around 2021, I started thinking about it, but I wasn’t sure how to execute the idea,” she says. Her love for handmade goods clashed with the difficulty of finding skilled artisans or authentic work. The solution was not in scaling back her expectations but in learning more. She began visiting curated stores, speaking with collectors, and mapping out artisanal networks herself.

The idea crystallised when she noticed how even her friends and family failed to appreciate the value of hand-painted saris or pashmina shawls that took months to create. “They said, we understand the cost, but is it of any use to me?” That question revealed a deeper market issue. The products had beauty, but lacked relevance in today’s lifestyle. “I realised that if artisans are struggling, it’s not just about demand. The market itself has gone bleak,” she notes. This dual disconnect between maker and buyer is what the brand set out to fix.

Struggles and Challenges: From Vision to Execution

Though Divi came from a branding and PR background, building a business from scratch in the handmade space came with its share of battles. “Executing on the ground is very different,” she admits. One of the biggest challenges was identifying the right artisans. “I found many, but I zeroed down on just a few after working on samples with them.” For her, quality was non-negotiable. “The product must speak for itself,” she says, adding that handmade finishes had to be elegant and refined to justify their cost.

She also faced cultural and logistical challenges while working with artisan communities. “They don’t work like corporates,” she says. Timelines were often fluid, and communication could be tricky. “Some didn’t even pick up calls or respond if they didn’t feel like working,” she laughs. But perseverance helped. She started using video calls, Google Translate, and Hindi conversations to build better communication. “Now they come to me with ideas. They ask, ‘Ma’am, what can we create next?’” It took time, but trust turned scepticism into collaboration.

The Brand’s USP: Functional Craft with Cultural Depth

What sets this brand apart is its ability to blend the intricacy of Indian embroidery with modern functionality. “We wanted to go beyond just wall hangings or saris,” Divi explains. Her products span categories like stationery, garden décor, kids’ accessories, and homeware. “Let’s do embroidered clutches, dossis, photo frames,” she says, explaining how the brand constantly reimagines traditional motifs into contemporary forms.

Equally unique is the geographic and cultural diversity in her artisan network. “We work with embroiderers from Kashmir, Lambani artisans from the Maharashtra-Karnataka border, Kasuti artisans from Karnataka, and even Toda embroidery from the Nilgiris,” she shares. This pan-Indian mapping of craftsmanship is not just aesthetic. It is structural to her brand’s identity. “Each of these has a story, and our work is to bring it to the mainstream through offbeat products,” she says. The result is a line of products that are not just beautiful but deeply rooted in culture and highly usable.

Moving Forward: Export Dreams and Slow Living Advocacy

Looking ahead, the brand is focused on sustainable expansion, choosing a selective offline and online presence over mass-market appeal. “We are not on Amazon and that’s intentional,” Divi says. “We cater to a niche audience aged around 30 to 33, people who value mindful living and are not led by social media trends.” Currently, the brand retails in stores across Hyderabad, Delhi, Mumbai, Goa, and soon Bangalore. Plans are also underway to expand globally through export partnerships.

Their vision is also making inroads into hospitality and gifting. “We’ve recently onboarded with a well-known mattress company,” Divi shares, unable to name them due to an NDA. “We’re designing a large décor inventory for their flagship store.” The brand is also working with event planners and hotels to create customised products for new-age hospitality experiences. “Where everyone wants to go fast, we’re okay going slow,” Divi says firmly. “We’re building something timeless, not trendy.”