Artistories - The beauty of the imperfect
ART ETC is a destination for handmade products crafted out of eco-friendly natural resources.
Art Etc believes that behind every handmade product there is an exquisite craft and behind every craft is a unique story…the story of struggle, triumph and survival.
India is a vast country with an astounding variety of art and craft. Each region has its unique craft and even more unique are the stories behind the craft.
The amazing artistory of the family of doctors and architects in the small town of Patan, Gujarat who have kept alive the dying tradition of double Ikhat silk hand weaving.
The artistory of the tribals of Chattisgarh and their unique craft of Bastar & Dokhra figurines.
The artistory of migrants from Pakistan who have settled in the remote desert region of Barmer, Rajasthan and brought with them the visually stunning art of appliqué work and embroidery.
And many such stories
And yet today the handicraft industry is dwindling and the artisans are unable to enthuse their next generation to learn the craft.
To make it sustainable for the artisan we have to appreciate the imperfect rustic beauty that has the unique touch of human hands and choose their products rather than the perfectly glossy identical products made by energy consuming machines. Our support will keep their traditional skills alive and ensure that the artisans do not have to leave their villages to find unskilled labour jobs in the cities
Get in touch with your core
Machine-made mass-produced merchandise is slowly edging out the beautifully unique handmade products off the store shelves. Art Etc aims at bringing the value of handcrafted products back into our consciousness so that as consumers we make informed choices.
Art Etc is a place where visitors will get to meet & understand the artist behind the craft as well the process. When you choose from the Art Etc range of handcrafted products you choose for the environment and you choose for the artist and above all you connect with your core.