BRAND NAME - Khajoor
FOUNDER - Muskan Soni
STARTED IN - 2020
USP - Artisnal Clothing
A contemporary wear label born out of the pandemic, Khajoor Studio’s outfits are for the modern woman who wants to make a statement through her love for traditional crafts. Built on the pillars of slow fashion and Indian folklore by Muskan Soni, a NIFT graduate, the label stems from the streets of Jaipur, tinted with the highly sought-after traditional textiles and prints. Blur The Border speaks to the young entrepreneur about establishing Khajoor Studios at a time when several homegrown labels were emerging and the challenges that came along with it.
Muskan's Picks
Who is the one influencer you wish to see wearing your products?
I like Arushi Mehra’s style, so chic and always fun plus the fact that she supports a lot of homegrown brands.
Is there a podcast, book, or social media handle that you’ve found helpful for your business?
Kirti Poonia’s social media handle is one of the few where I can always find real Indian fashion business advice.
If you could collaborate with any Indian or international brand, who would it be?
A British brand - Shrimps, I love their work so much!
BTB: What’s the story behind naming your brand ‘Khajoor’?
MUSKAN: 'Khajoor' is a Hindi word for date, growing on palm trees. It's got an amazing history, from being known to have healing powers and a staple for breaking fasts during iftar meals to being a symbol of good luck and success. Its versatility and yet a deep connection to timeless traditions are reflected in the values of our brand - and the name was an instant click. Khajoor Studios was born as a juxtaposition of modern and vintage India with art expressed through the textile craftsmanship of our country.
BTB: What inspired you to start the brand?
MUSKAN: Growing up in a city like Jaipur drew me towards paintings at a very young age. Having pursued a BA in knitwear design and working with numerous craft clusters, starting a brand focused on handmade textiles began very organically. Thus, Khajoor Studio was born with the hope to evoke a sense of colorful nostalgia and work with textile crafts merged with edgy modernity. My collections also revolve a lot around block printing I learned it during my core years and I fell in love with it. I want to keep exploring it because it’s so much fun - it's zero waste and the possibilities are limitless, to be honest.
BTB: What is your favorite piece from Khajoor Studio and why?
MUSKAN: One of my personal favorites from our collection is the Botanical Wine Button-Down Dress, which also happens to be a bestseller. It is crafted in vegan silk and is super comfortable and super chic. I have also received several compliments from people and they often ask about the brand. It is a delight to tell them with pride that the dress is from my own brand.
BTB: What is the definition of a modern woman according to Khajoor Studio’s ethos?
MUSKAN: Someone who loves to experiment, express herself through her clothes, wants to stand out from the crowd, cares for the environment, and appreciates all things hand-crafted!
BTB: What are some of the challenges you faced when it came to adopting a slow fashion model in a landscape that is saturated with fast fashion brands?
MUSKAN: It has been quite a task, and initially, I was a bit skeptical about how a made-to-order model would work out for us. But once they receive a piece that is good in quality, I think it doesn’t matter after that. I am thankful that our customers have been incredibly understanding, especially when it comes to our knitted collection. I believe it's up to us to begin by communicating how each piece is made and emphasizing that it's created with a purpose in mind.
BTB: ...and how do you approach conveying the message to your customers?
MUSKAN: The most crucial part is to let our customers know that each piece is custom-made just for them. We take great care to ensure our processes are environmentally friendly. When you invest your time in waiting for a garment, like ours, that is crafted with precision to minimize waste and avoid overconsumption of fabrics, it naturally deepens your connection to that piece. You'll find yourself more inclined to wear it repeatedly, unlike the instant purchases that you may have made.
My last purchase from a homegrown brand was …
A beautiful top from The Summer House
What is the show/ book/ song you are currently obsessing over?
Palace of Illusions (So good, reading it again)
Homegrown brands I am loving right now…
Currently, I really like these homegrown brands - Drawn, AKHL Studio, Studio Rigu.
BTB: What is it like being a young entrepreneur today, especially after the pandemic when several homegrown brands have come under the spotlight? Are you constantly under the pressure of standing out from the crowd?
MUSKAN: The pandemic actually pushed me to start my own brand. I had a lot of creativity and energy brewing within me because I was fresh out of college and started my first job. During that time, several homegrown brands also emerged, which inspired me and gave me hope to start something of my own. I decided to leverage the time Ito experiment, and Khajoor Studios eventually became one of the brands that emerged from the pandemic. As far as the pressure of standing out is concerned, I believe my only competition is with myself. I aspire to continually improve, maintain more consistency with my brand language, and nurture Khajoor Studio in a way that, a few years down the line, people can easily recognize our piece, or while I am out on vacation, I can spot people wearing pieces from my brand. I also think that after the pandemic, the newer generation is constantly exploring their personal style, and looking to express themselves more while standing out from the crowd- something new that defines their unique style and to own items not everyone does.
BTB: What does a typical 9-5 day look like in the life of a sole-preneur like you?
MUSKAN: Ideally (I try to most of the days) I like to start my day early, go to the gym and get a good workout, have my breakfast, and start work by 10:30 am. I spend my day in the studio with my kaarigars, squeeze in work calls in between, and try to wind up by 6/7 p.m. Sometimes, if I miss out on a few tasks because of market runs during the day, then I sit in the studio at night and finish them. The whole day can be a mix of so many things when you’re a sole-preneur whether it's packing the orders, working on a new collection, or traveling to craft clusters for my work.
BTB: As a solopreneur, do you find that it’s hard to take time out for yourself? How do you unwind during your spare time?
MUSKAN: Sometimes, yes it does get difficult because the line between your work and you as an individual gets blurry as you’re working alone and managing every small thing by yourself. So it's extremely important for me to clear my head and unwind because a lot of times I suffer from long creative blocks because of this. I usually like to take time out on Sundays, meet my friends watch a movie with my parents at home, or paint when I get some time.
BTB: Tell us about the three most simple and effective methods you use to stay organized and manage your time efficiently.
MUSKAN: I try my best to manage my time but I think is still have a long way to go. Although, sometime time back I started following the Pomodoro technique - where you basically divide your schedule into 25-minute stretches of focused work broken by five-minute breaks. You have to set an alarm for this, put your phone away, and focus on your task. It really helps. Another thing I try to do is not use my phone right after waking up and right before sleeping. It helps to save a lot of time and focus better the next day.
BTB: What has been an accomplishment that you are the proudest of in your journey?
MUSKAN: One of the things I am really proud of and honored about is our work being featured in some of the best publications out there, so early on in our journey. I believe it’s an instant motivation and it keeps me going and delivering the best to our customers.
BTB: What are some challenges you’ve encountered so far? And what are your biggest takeaways?
MUSKAN: When we were starting out, finding good quality raw material was quite a challenge, and also making people understand why handcrafted processes take time and why we work around a made-to-order model. But were are a young brand and each day we are learning how to navigate our way while staying true to our ethos. My takeaway is a very cliched one but honestly, I keep telling myself - to be very patient and give your 100%. Things do eventually work out if you are consistent and true to your core idea.
BTB: What do you think the next five years look like for your business?
MUSKAN: In the next five years, we want to consistently work on shaping our strong design identity with prints and knits. We want to establish what Khajoor Studio stands for and bring out the good work while working with Indian crafts. We’re looking forward to stocking in esteemed boutique stores in and outside the country while connecting and working with more and more artisans throughout India.
FOLLOW KHAJOOR'S INSTAGRAM @khajoor.studio