In a world of mass production and fleeting trends, StudioVam stands as a testament to the timeless beauty of handcrafted artistry. This 100% women-owned and operated jewelry and accessories brand has been quietly revolutionizing how we think about Indian crafts in contemporary design.
The HeartBehind the Hands
StudioVam is the brainchild of Mrunmayee Namjoshi, whose background in Textile Design from NID, Ahmedabad, coupled with seven years of hands-on design experience, led her to a profound realization: the Indian craft sector is a vastly underexplored treasure trove. While the world increasingly values ethical, eco-friendly, and sustainable handmade creations, Mrunmayee recognized that Indian crafts could be the torchbearers of contemporary Indian luxury.
Craftsmanship as a Story
What sets StudioVam apart is their deep immersion in the craft process. Mrunmayee doesn’t simply commission pieces from afar – she becomes part of the process.
“In order to truly understand the potential of that craft, I wanted to visit all of these craft sectors,” she explains. Her methodology involves spending weeks with craft clusters, learning directly from the karigars (artisans), understanding their strengths and weaknesses, and truly absorbing the essence of each tradition.
This hands-on approach allows StudioVam to create unprecedented material and craft combinations. Their latest collection, for example, combines Dhokra with glass beads – a fusion that might never have emerged without Mrunmayee’s intimate knowledge of both crafts.
An Intuitive Creative Process
Unlike conventional design approaches that begin with sketches, Mrunmayee’s creative process is refreshingly intuitive and visual. “I can’t sketch and then go from that sketch to create a product,” she shares. “I like all the materials, all the crafts to be in front of me. I sit in my studio and I start making these pieces myself.”
This approach isn’t just about aesthetics – it’s about honoring the voice of the materials and crafts themselves, allowing them to guide the creation process rather than forcing them into predetermined designs.
A Different Kind of Growth
In an industry obsessed with rapid scaling and exponential growth, StudioVam embraces a different philosophy. “In the craft sector, the growth is very mindful,” Mrunmayee explains. “The moment you put pressure on the karigars, they are not going to be able to work within the optimum quality or the optimum potential of their work.”
Instead of pursuing aggressive 5X or 10X annual revenue growth, StudioVam focuses on slow, mindful, and sustainable expansion. This includes strategic decisions like reducing SKUs while increasing pieces per SKU to better manage inventory and maintain craft quality.
“It’s better to go slow, to be mindful, but be consistent, be sustainable and think of the long term,” she asserts – a refreshing perspective in today’s fast-paced business world.
Ethics at the Core
Perhaps most impressive is StudioVam’s unwavering commitment to ethical practices. Their approach to pricing exemplifies this ethos: rather than imposing prices, they ask the craft clusters to determine fair compensation based on the time, effort, and resources invested in each piece.
“We believe in paying them a very fair wage so that they are also able to uplift their standard of living,” Mrunmayee emphasizes. This commitment extends to the working conditions as well, ensuring that artisans have access to clean water, well-lit workspaces, and proper facilities – basic standards that, sadly, are often overlooked elsewhere.
The brand is also working toward greater transparency, with plans to showcase the identity of the karigar alongside each product – a meaningful acknowledgment of the hands behind the craft.
Balancing Tradition and Innovation
StudioVam currently collaborates with a diverse range of craft clusters, including Ajrakh block printers and bead-weavers from Bhuj, Blue pottery ceramists from Jaipur, Copper enameling artists from Alibaug, Dhokra artists from Orissa, and glass bead makers from Purdil Nagar, U.P.
These collaborations have resulted in captivating collections that marry tradition with contemporary sensibilities:
- TAAMR : Featuring stunning copper enamelled jewelry that breathes new life into ancient metalcraft
- TRIBES OF INDIA : A celebration of indigenous art forms and tribal aesthetics
- KUCHCHI DASTAAN : A vibrant tribute to the craft-rich region of Kutch
- NAKSHATRA : Celestial-inspired designs that bring cosmic beauty to handcrafted elegance
Redefining Success
For Mrunmayee and the StudioVam team, success transcends profit margins. “Success is when, at the end of the day when you go to sleep, you are happy with what you have done throughout the day,” she reflects. “When you wake up next morning, you are excited to go to work because you are doing the work that you want to do and not the work that will just get you money.”
While acknowledging the importance of revenue for scaling and global expansion, StudioVam maintains that true success lies in growing while preserving core values and ethical practices.
Looking Forward
With aspirations to make a global impact while remaining rooted in Indian craft traditions, StudioVam exemplifies how businesses can honor heritage while embracing innovation. As Mrunmayee puts it, “Dream big, right? Why shouldn’t you?”
In a world increasingly disconnected from the origin of things, StudioVam offers more than just beautiful accessories – it offers a bridge between ancient craftsmanship and contemporary design, between ethical production and artistic expression. Each piece tells a story of hands that have preserved traditions for generations, now reimagined for modern wearers who value substance as much as style.
“As someone building a handcrafted jewelry brand rooted in Indian aesthetics, I’ve often felt the need for a supportive ecosystem that understands both the creative and business sides of cultural enterprises. NICEorg bridges this beautifully,” shares Mrunmayee.
The association has expanded her perspective on running a creative business while connecting her to a wider network of like-minded entrepreneurs. In a sector as traditionally unorganized as Indian crafts, having access to mentoring, knowledge-sharing, and community building has been a crucial factor in StudioVam’s growth journey.
Mrunmayee emphasizes that “collaborations and mutually benefiting networks are a key to success” – a philosophy that aligns perfectly with NICEorg’s mission to uplift India’s rich cultural heritage in a modern, entrepreneurial context.
For those seeking jewelry that carries meaning beyond aesthetics, StudioVam’s creations offer something increasingly rare: a tangible connection to craft heritage, infused with contemporary vision, and created with respect for both the art and the artisan.
Visit StudioVam’s website to explore their collections and learn more about their craft collaborations.
