Bohemian elements have made their presence felt in the recent years thanks to its cool and breezy aesthetic. One of the signature trademarks of bohemian décor is macrame. Macrame is a technique or method of crafting a textile that uses several knots to form the basic shape and function of the piece. Each knot can be created with your hands, and there are no other tools required other than a mounting stand to keep the item in place while you work.
Giving Macrame a Modern Twist
Capitalizing on this recent trend, Shashirekha decided to incorporate these bohemian elements in the home décor segment.
In 2017 after spending 17 years in Telecom sector Shashirekha decided to quit her successful Corporate career and give her creativity a physical outlet by launching Crafts & Drapes. It was also the time when her little one needed her the most. After exploring a number of varied crafts, she chanced upon the art of macramé and needless to say, she was hooked.
“As a fiber artist, I explored with all different types of yarns available in the market. At that time, supply in India was short so it almost took 6-8 months to hunt for the right yarn. However, once I found it, I took lots of creative liberties and began creating different products. Macrame is an intricate art that requires the right kind of material to give it an appealing look.” reveals Shashirekha.
The Indian market was still new to this unusual art form and thus Shashirekha identified the gap in the home décor market & launched Crafts & Drapes. Introducing this new product was a tough challenge in domestic market but who could resist something so beautiful? “I created my online marketplace on Etsy which is an international platform known for handmade products. This helped me gain good traction from various countries like US, Canada, UK, Australia, Germany, UAE and India of course. I serviced almost 500+ clients across the globe.”
Macrame at the Movies
Another avenue for revenue is movie production sets. Crafts & Drapes has created customized props for several movies and ad films. She says, “I have been approached by many production designers wanting to use my products in their shoots. I have executed several of these and I must say, it feels great to see my work appearing on celluloid. It is my dream to someday have my own studio where I can collaborate with bigger interior designing brands and create fiber art installations.”
When Shashirekha started out, she got a good response from the International market compared to that in India. However, in the year 2019-2020, the brand Crafts & Drapes saw a sudden spike in domestic orders. As the awareness of macramé products increased in India, more and more people were interested in learning about this unique art. It also saw a significant increase in online orders as people began spending more and more time at home due to the global pandemic. This helped Shashirekha gain popularity among the Indian market too.
Instagram link:- https://www.instagram.com/craftsndrapes/
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