In today’s times, the significance of a sustainable lifestyle cannot be stressed enough. When all else fails, it’s the soil that nourishes our souls. And from the soil emerges an ancient art form named terracotta, which is perhaps one of the first expressions of creativity in the human mind. Terracotta art has endured the test of time and retained its popularity despite the perils of modernization.
Launched on 18th August 2020 by environmental architect turned Jewellery designer Mrs. Niveditha Kalidoss, Clay Bae strives to be a sustainability enabler and ensures people see the value in this unique & beautiful art form through handmade statement pieces. It combines the founder’s design sensibilities and love for nature to revive the ancient art of terracotta.
A journey laden with persistence, perspiration and self-belief
An environmental architect by profession, Niveditha always wanted to craft a career that would reflect her artistic skill and imaginative mind. Her passion encompassed multiple facets of life such as dance, history, painting and architecture. In fact, she considers painting and sketching as “a medium of expression to the mythological and allegorical subjects to life”.
But what made her plunge into the turbulent waters of entrepreneurship? Niveditha explains “One day I was looking for a dance print jewellery on Amazon but I couldn’t find one and that’s when it hit me that I could make one for myself! Since then, there’s been no looking back. I’ve taken online classes through my pregnancy and after my daughter’s birth and I have been at it since then.” In fact, to help overcome borderline postpartum depression, Niveditha was advised to “take up something and work on it for 2 hours everyday”. Turning this obstacle into an opportunity, she decided to learn a craft that has widely influenced Indian art and architecture and “has vast scope for creativity in terms of molding, painting and assembling”.
Launching the label on her daughter’s second birthday was a huge milestone. With support and encouragement from her family, this ‘Mompreneur’ is living up to the challenge of raising a child while chasing her dreams.
Clay Bae : Handcrafted stories just for you
Each piece at Clay Bae is handcrafted with natural terracotta clay, requiring a lot of patience & dedication for a unique and perfect output. Outlining the process, Niveditha says “I first start with molding the wet clay which then goes to a professional pottery studio for firing. Then it is painted to detail, assembled and packed. I strictly follow low cost, sustainable packaging-use of handmade papers, cardboards, paper tape, old newspapers among other things.”
The Hyderabad-based startup offers a wide range of terracotta products such as handcrafted earrings, jhumkas, neck-pieces and anklets. Temple jewellery, theme based exclusive hand painted pieces, ethnic and contemporary jewellery are available in various colors, design and size. The shipping services are available all over India and abroad.
Gearing up for future
Clay Bae is going from strength to strength despite being a one-woman show. Expansion of business through art collaboration is on the anvil.
In another 5 years, Niveditha plans to collaborate with the rural artisans who’re close to various indigenous art forms with one of the most unique and creative skill sets in the world.
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