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LABEL NAME: Fooljhadi (www.facebook.com/fooljhadi)
OWNER: Divya Sawhney, Creative Director
SC: Why the name ‘Fooljhadi’?
Divya Sawhney: “It’s a pun on the word ‘phooljhadi or fire sparkler’. Much like a phooljhadi, our designs define vibrancy, color and festivitity. A surprise element comes through with hand embroidered, cost effective, light-in-weight pieces that are totally fun and super stylish!”
SC: How did the label come about?
DS: “I wanted to do something that had a ‘never seen before’ element – accessories that possessed a strong Indian influence with a modern twist”
SC: Which Indian celebrity would you pick as your brand ambassador and why?
DS: “Sonam Kapoor! She’s one actress who can pull off the gravest fashion experiments with utmost ease.”
SC: What materials and techniques do you work with generally?
DS: “I work a lot with ‘Aari’ embroidery techniques, which is one of the oldest forms of hand embroideries in India. As for the materials, I generally work around nakshis, dapkas and reshams.”
SC: What’s the biggest challenge you faced while setting up your label?
DS: “I wasn’t quite sure of how people would react to it. Simultaneously, putting my products together was a huge challenge too. I don’t possess any formal training in design, so I had to utilise the most amount of time in figuring out ways and techniques on how to finish my products beautifully.”
SC: If Fooljhadi had a theme song what would it be?
DS: “Rang De Basanti!”
SC: What makes Fooljhadi representative of ‘Make in India’?
DS: “Our techniques, concepts and colors, to our entire product range- we are completely home-inspired!”
Here are our picks from their recent collection: