Originally published May 18, 2016
Founded in 2010, Mela Artisans is a luxury lifestyle brand that focuses on contemporary jewelry and home décor, ranging from decorative bowls to polished brass lanterns. While the company is based in Florida, the artisans hail from India where they create authentic pieces using traditional handcrafting techniques. Beyond providing high quality products, Mela Artisans is supporting underserved communities in many regions throughout India by dedicating 1% of the company to the well-being of their artisans. These funds help supply basic needs, such as resources for healthcare checkups and solar lamps for light and energy.
We were able to speak with founder and CEO Navroze Mehta to discuss Mela Artisans’ launch, what it means to be a “mission-driven brand” and why they decided to go digital with Bonagora.
Why did you initially found Mela Artisans?
I grew up in India, and have always loved traveling in the country. Once I moved abroad, I would go back with my family on annual trips, visiting different remote corners of India. On these adventures, we met with countless artisans who were producing beautiful handicrafts: embroidered items, incredible metal work, and ornate wooden carvings. We always bought some of these items to adorn our home in Florida. Yet, the sad reality was that the one-off purchases were not enough to sustain them. They needed a steadier source of income and access to bigger markets. That’s when my daughter, Sonali, who has always been interested in development and social impact, decided to start a company which would work with these artisan groups — develop their skills, provide them that steady stream of work, and refine their designs for the modern consumer.
What prompted you to choose the name Mela?
We chose Mela because in Hindi, it means a fair, or a colorful celebration where everyone comes together. That’s quite fitting for our company given that we’re celebrating the country’s heritage and bringing all these artisans together on our online shop.
How did you first get involved with selling jewelry and home décor?
I don’t have a background in selling jewelry or home décor. Rather, I’ve been really inspired by the work of the artisans, especially in an age when manufacturing has become so mechanized and homogenous. When we started Mela Artisans, we identified artisan groups we wanted to work with and then developed designs with them that were more conducive to today’s tastes: simple, refined, elegant, and ever-lasting. Dipali Patwa, our chief designer, is well-versed in home décor and helped us craft our unique designs such as our Tribeca Wood Collection and Gramercy Bone Collection.
What are your company values?
We are a mission-driven brand. We respect bottom lines as a business. But we created this company to empower the artisan sector, develop a mutual respect between the customer and the artisans for their work, create awareness about the struggles that this sector faces, and ignite empathy in the global consumer. Plus, we really believe in a holistic approach to impact. That’s why our model is not based on handouts; we want to employ, equip, and empower the artisans.
How do you decide which products make it into your collections?
We start with an artisan group and a material that really excites us. So for instance, last year, Dipali and I went to South India, and visited these remote tribal women — the Toda tribe. They’re working in the beautiful Nilgiri Hills near a town called Ooty; here they produce beautiful weaves, that include two primary colors — black and red. However, these ladies are the last in their tribe to take forward this handicraft. So we partnered with a local group that’s educating more women on how to weave together traditional Ikat cotton yarns with banana fiber weft inserts in modern prints. This fall we’ll launch with a set of table runners, mats and accessories featuring their incredible work.
How does the Bonagora Marketplace align with your business model?
The Bonagora Marketplace clearly has an eye for thoughtful design and is trying to make those designs more accessible, by establishing a platform where buyers can easily spot a collection they like from a boutique brand, and order it. It creates a streamlined and seamless experience for new customers and our current customers. It also helps us scale, reaching new wholesale markets.
Visit the Mela Artisans Bonagora showroom to instantly browse their full collection of intricately designed jewelry and home accessories and see how these products uphold Mehta’s vision.
For more articles and interviews like this, keep updated with the Bonagora Blog and learn about our designers and styles in furniture and home decor from all over the world.
