By Hand From The Heart is a biannual Makers Market held in Chennai, Tamil Nadu, India.
We chat up with the designers, Nitu Priya and Rajni Jajodia of Addoz, a textile and accessories design studio based in Bangalore. Nitu and Rajni, both Alumni of NIFT Delhi share with us their travel as a design brand that enjoys crafting, Indian at heart clothing and accessories that showcase India’s traditional art & craft roots with modern narratives.
Tell us a bit about yourself
Addoz is founded by Nitu Priya and Rajni Jajodia. Both Alumni of NIFT Delhi, Batch of 2002. While designers at the bottom of their heart, each bring a different skill set to the table.
Nitu has 14 years of expertise in Product Development, Marketing and Merchandising and has worked with brands such as Armani, J.Crew, Timberland, Michael Kors to a name a few. So what made her move out of her comfortable corporate life? In her words “The urge to explore my creativity was unfulfilled.”
Rajni on the other hand had an established brand for 6 years and brings on board the skill to identify accurately the market and customers psyche. Also a home maker and mother of two, Rajni has to balance her day between responsibilities and her passion. How does she manage both? – “It has always been my dream to take my brand to a level, where everyone talks about it. The support of my family, only pushes me to achieve this dream”
How would you describe what you do; and how long have you been making and creating?
Addoz is what happens when creative freedom meets passionate love for traditional Indian textiles, when an eye for vibrant colours meets contemporary fashion sense and when the ambition to surge ahead meets the kindness of making a difference.
The “Add” of Addoz refers to Add-on: It could be Accessories to carry, Jewellery to highlight, Jackets to stylize, Or Dupattas & Sarees to drape. Something, that accentuates the personality called ‘you’.
The ‘Oz’ of Addoz refers to an ounce of freshness and newness, conceptualized to redefine your persona. So Addoz is the added layer of wearable art which brings out the new and fresh in you.
Addoz, founded in July 2015, is steadily pushing this concept into the market. The products we created since have got overwhelming response from both the Art & Culture community and from fashionistas who are daring enough to try something new. By Hand, From the Heart is another such platform we look forward to exhibit our thought work.
Tell us about your recent works and your proposed showcase at the By Hand, From The Heart.
Addoz’s core concept is bringing together different art forms and textiles of India. All the products reflect this element. The ‘Samsarga Collection’ which we plan to showcase at the By Hand, From the Heart is an amalgamation of rich textiles of Southern India and the Vibrant Colors of Rajasthan.
Think of the magical weaves of ‘Ikkat’, or the mystical hand-painted ‘Kalamkari’, blending with printing techniques like ‘Bagru’ or ‘Ajrakh’. You can look forward to this beautiful confluence in our product line. It’s a small effort from our side to showcase India’s diversity.
Can you describe your work place / space?
Our boutique is a small setup in a, difficult to find, quiet corner of the bustling Indiranagar, Bangalore. The setup is welcoming for a walk-in, but we also use this space as our creative war room. Our sampling unit is more like a Jigsaw Puzzle, but a small courtyard of the boutique, helps us fit the pieces together. I (Nitu), create chaos and clutter along with designs, while Rajni is more organized and keeps de-cluttering to think clear. We both are opposite and hence compliment each other.
What is a typical day at ADDOZ like.
Our day starts with both of us sitting together for some time and planning our day, prioritizing things. Our mood board sessions are super fun – Brainstorming and collaboration. We do allow ourselves to daydream and doodle as the best of ideas often come out from random daydreams. We stay away from computer as that is the most mundane part of our day, but since it is important, we force ourselves and we squeeze in like an hour to set processes and systems in place.
What/who inspires you?
We draw inspiration from rich heritage art and culture of India. There is a huge potential that has not been exploited. Although our collections differ every season, we strive to take these art forms and make an aesthetically viable product which is modern yet connected to its roots.
Can you describe your creative process and what’s involved?
It all starts with the mood board. We randomly throw ideas, sketches, concepts, and keywords till we formulate our story/collection. The next is the development of the story. This requires research – Reading, travelling, learning from artisans, procuring etc. Our concepts are then refined to viable designs. Scrapping some ideas and redoing is often the scenario in this stage if we do not like anything.
We then build samples and prototypes for our look books. If the look books do not meet our expectations, we revisit our design board. Allowing ourselves to accept these errors keeps things REAL.
What is the best thing about being a designer?
The freedom to create something you love and to think outside the box.
What would you advise to someone thinking about selling their work?
Love what you do. Do it from your Heart, and it will evidently show when you exhibit. The selling part will come automatically. Your ideas could get imitated, but don’t worry. Be ahead, keep the next idea ready. Someone rightly said – if you want to be original be ready to be copied.
Nitu Priya and Rajni Jajodia of Addoz, Bangalore, will be at By Hand From The Heart: MAKERS MARKET – 18th Edition
Friday – Saturday, 5th – 6th August, 2016
10:00 a.m – 8:00 p.m
Crowne Plaza Chennai Adyar Park
132, T.T.K Road, Alwarpet, Chennai – 600018, Tamil Nadu. India