It’s episode 7 of Backstage with Blur the Border and in this episode, we have with us Monica Shah, one half of the dynamic duo who lead Jade, a brand that has gained recognition for blending India’s artisanal legacy with contemporary and modern-day ensembles. Most recently, Jade has launched the Grassroots Artisan Project, with a focus of showcasing indigenous craftsmanship techniques through ready-to-wear collections. Monica works closely with artisans who have gained expertise in a certain craft style and through their ingenuity, turns it into a motif through the Grassroots Project. For the brand, their mission is to preserve crafts and challenge the way in which we’ve worn them in India, while making it relevant to a global audience as well. In this episode, Monica speaks to host Aishwarya about the idea behind this project, Jade, and how they approach brand-building with this very important mission in focus.
Presented By: Blur the Border
Hosted By: Aishwarya Avlani
Produced By: Rhea Bhambhani and Blur the Border
Audio-Video Production & Post-Production: Canopy Media
Location Courtesy: Canopy Studios
Music: Licensed through Epidemic Sound
Chapter Markers
00:00 Intro
00:37 Introduction to the Host and Guest
00:57 Monica Dives Into The Grassroots Artisan Project
03:15 Reinventing Traditional Crafts
04:52 Cultural Sustainability and Modernization
05:22 The Future of Indian Couture
17:20 The Spirit of the Jade Woman
19:50 Challenges in Growing a Brand
21:28 Balancing Tradition and Modernity
23:57 The Role of Digital Storytelling
28:21 The Inception of Jade
30:28 How Monica’s Background in Interior Design Informs the Brand
31:42 On Collaborating with Museums
32:59 Go-to Homegrown Brands
33:35 Elevating Indian Design Globally
34:49 Looking Ahead
36:15 Know the Founder