The Art of Jugaad
“Jugaad is a colloquial Hindi, Bengali, Marathi जुगाड, Punjabi and Urdu word, which has various meanings depending on the context it is used in.Roughly translated, Jugaad is a non-conventional, frugal innovation, often termed as “hack.” It could also refer to an innovative fix or a simple work-around, a solution that bends the rules, or a […]
The Intuition Series
It was our first brainstorming session, and we knew we wanted to design a scarf that would be both an accessory, and a way for our customers to reconnect with and return to themselves. We’d all experienced how stressed and scattered modern life could leave us. We knew we had to make concerted efforts to […]
Origins
Our founder, Sofiya Deva, comes from a family of immigrants and entrepreneurs. For as long as she can remember, the conversations around her dinner table have centered around expenses, inventory, employees, and the endless tasks and to dos of running a business. Growing up in this environment, she vowed that her life would be different. […]
