Tuesday, 16 August 2016

Ritu Jadwani at Tvak

Fashion Designer 

Ritu Jadwani 

At

Tvak 

An Interview & Photos of Her studio 




Deviba : Explain who you are & what you do : introduction ( What’s your background? )
Ritu : I am an apparel designer who is trying to create unique products through the local craft techniques to sustain the crafts.


My background is in fashion design and business innovation. After some work experience with non profits, international designers, trend companies, craft magazines, local brands, I decided to start Namaste NYC. 
Namaste NYC was initiated with an aim, to connect the Indian crafts to a global market, through design innovation, employment generation and to support artisans. Initially we started making tassels, scarves, trinket accessories, for the global market. Slowly we expanded our range to apparel,leather bags and footwear.

Deviba : What jobs have you done other than being a Designer ? Why do you do what you do ?

Ritu : During my initial job struggling days abroad, I used to be a hostess, at a restaurant. My job was to greet people,make them comfortable and get them a good table in the restaurant. Before that worked with a cosmetic company, air gas company,intelligent buildings technology company, craft magazine,  trend forecast company.
As a student of design, I was exposed to a lot of art,Indian crafts, and hand embroidery techniques. New fabrics and designs inspire me, to create something which is unique, innovative. I try to design products which are affordable to people, rather than becoming a luxury brand. I have seen a wave of brand consciousness entering the Indian and global market. Everyone wants to own a Michael Kors or Guess bag, or an LV wallet. But the moment you are told to spend 1/10th the amount on something which is unique and handmade, people are not ready. There is probably 10% population which understands the beauty of crafts. Namaste NYC is an effort to increase that small percentage.

D : What’s your story ?   Describe a real-life situation that inspired you to become who u are today.
R: My mom used to design our clothes for every wedding in the family. Initially she would browse through international magazines, learn about trends, then we would go fabric shopping and try to mix and match the prints and laces. Later, we would go to our family tailor and get fancy gowns, lehengas, skirts, stitched for weddings.
During my studies at NIFT, I was exposed to and interacted with a lot of artisans, my mentors were people who appreciated crafts, handmade products and value for money. People who were comfortable buying a handicraft jute Calcutta bag, and not brand savy or brand conscious. My trend internships, part time jobs , travel exposures, further enforced the idea of merging the international trends into local crafts, and thus Namaste NYC was born.


D : What’s integral to the work of a designer ? 

R : Innovation is key to any designers work. We do look and study at trends, to understand the current state of mind of people and the market. But, its important to create something unique, usable, beautiful and affordable. It should serve the purpose and solve the problem. if a top can be worn as a top during day, over-layered as a jacket in evening and dressed up to take you through the nite, a problem is solved. A traveller, then doesn't need to carry 3 pcs, instead - 1 pc which is versatile will suffice. For me, creating a solution is integral.
I believe, its important to create employment opportunities for women, for artisans, and sustain the crafts, rather than running behind brands, or factory made products.

D : where do u see yourself in 2 years ? 5 years ? 

R : I would like to see my products on lots of e-commerce national & international portals, and stores around the world in the coming 2 years.
5 years down the line, have a small pop-up store for people to come and experience the brand.
The world is changing so fast, thanks to the digital economy, I think the 5 year plan may evolve after the 2 year plan is achieved!  







How has been your experience working in an atmosphere like Tvak ? do you enjoy meeting other creative people ? 
Tvak has a very organic work atmosphere, which is what I like about it. Its not like a corporate kiosk setting, neither a closed door policy. Its nice to interact with other people, who help in idea generation, critic and feedback and you can concentrate on your own work too. The studio hrs and days are very flexible and convenient. Being an artist herself, Deviba understands the creative vibe and discussions/idea generations flow over cups of chai.
So far I have met a few travelers, painters, and e-commerce business owners . Its interesting, as everyone has a unique perspective towards the same situation or idea. Meeting other creative people gives you an insight to unique minds, aims, aspirations and style of working. 

Being in a creative space, reinforces the energy and stimulates you to work towards better design, as compared to a corporate office. The painted staircase walls, the pastel colors in the bathroom, the artistic wooden furniture, the semi open patio/balcony, each element makes it unique. The location is main road, but its beautifully tucked away from the main stream buildings. You may miss it, if you don't look out for the board.

An Auction and An Art camp

Parakram 2014 

By Anurita Rathore 

Ahmedabad s first Art Auction 



Parakram exhibition at Lal Bungalow C.G Road and 
Auction at the BMW showroom S.G Highway. 



The Owl Painting :  Deviba Wala

acrylic on canvas by Deviba Wala. 

the money generated by the auction was used to provide art education to the Underprivileged children and teach them to earn a living. 

Deviba Artist
Deviba with Asha Mandapa, Shiv Mandapa , Sonal Ambani and Ms.  Amita 

at the auction - Parsoli motors 




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Magma Fincorp : 
An Art camp at Pride Hotel 
painting black white
Deviba Wala of Tvak Studios at the Art Camp 
this was the second edition that I was glad to be a part of