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I wanted to build a creative business that was founded on fair wages, involved artisan livelihoods and had an impact beyond its balance sheet. That’s why I wanted the brand to have its beginnings in a small town, with lower overheads that could allow us time to grow and thrive.    

Do only metro cities provide the opportunities that small businesses need to grow and thrive? I wanted to prove that I could build something of value from a small town, far from the pressures of high overheads and the chaos of city living. I wanted to achieve a degree of work-life balance that didn’t feel possible in the city. And it wasn’t just a business for me, it was about embodying a certain life philosophy - the belief that we could build something of value without giving up on the principles that matter to us.