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.

What We Discuss:

• 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

For feedback and suggestions, reach out to us at podcast@blurtheborder.com 

As always, thank you for tuning in!