Joli India
was launched
end of 2010.
My dear friend Jonas and I had been sketching and brainstorming on exciting ideas for a while. Although we both had jobs, we spent our evenings and weekends relentlessly designing bags, pouches and wallets inspired by our love for local India. Jonas & I, shared an almost unbearable enthusiasm for the colours, textures, materials, objects and artefacts we discovered as we wandered through Delhi’s labyrinthine streets and markets.
So infectious, these experiences gradually inspired us to start “Joli, proudly made in India”.
Jonas (Jo) & I (Lili) = Jo & Li = Joli
“Joli” also means “pretty” in French.
All our collections were a reflection of what we absorbed while living and experiencing Delhi the way we did!
- The GALLI print was inspired by a single market bag tote picked up in a bazaar in old Delhi. Then, we designed practical unisex styles.
- SURYA with the use of neon tapes on khaki & grey canvases, reflected on how light shines through the dirt, even in the darkest and dingiest places. The neon colours represent us “humans” — our inner diamond light, our strength, our infinite potential.
- BAZAAR was a first attempt to use upcycle stuff. We had a lot of fun creating eccentric styles made of old tires and all sorts of collected bright materials from old Delhi Street markets.
- YATRA PATTI was an ode to our beloved Delhi. This ever-bursting, developing city is in a constant process of “work in progress” – constructions, infrastructures, traffic jams & diversions, marking our lives here! It keeps you on your toes, forever rooted in the present.
- DARI CHOWK was an exploration of the traditional Indian dhurrie rugs. Made usually with cotton yarns and handwoven across India, we decided to print a modern geometrical design on the raw undyed yarns of “korra” Dhurries.
THE ETHICAL CALLING - “UPCYCLING”
In 2013, after a visit to Panipat, where we had our Dari Chowk dhurrie fabric woven and printed, we became aware of the extent to which India was a keen and powerful player in the upcycling ‘machine’.
While there, we dropped in to see fascinating warehouse units that were upcycling clothes by the tonne!
I was in awe!
Containers from the USA & the UK, filled with old clothes, were being sorted. Monochromatic mountains of clothes covered the ground, all sorted by colour, ready to be shredded into pulp and transformed into new recycled yarn.
I was struck – I fell in love. I realized how abundant our modern and industrialised world is, nauseatingly packed to the brim with everything we already need. I was humbled.
So why not use what is already here and create something new!
Let’s transform our waste into new products that we care about.
India has the patience, experience and understanding that waste is not to be discarded; it is gold, it has value, it is aprime material!
Many places in the world are like India, and more and more Western companies & designers are using and buying upcycled materials and products, but it has to be more.
I want to be part of this global movement towards a sustainable future.
In 2014 Jonas had to go back home to France, I decided to continue with our JOLI project.
THE JOURNEY CONTINUES - “CONNECTIONS”
My focus shifted to what I know and feel – colours & textures of life here – with a penchant to use what is already here to create the new, and to connect with the people I meet and work with.
What was truly infectious about living in India were the connections I made with the people on the streets & markets of Delhi, as well as during my travels in India. Even though my Hindi is pretty basic, connecting was simple, easy, and heart-warming – and that’s what got me hooked.
Often, it’s not about what design or product has to be made – a bag, a pouch, an embroidery– but about the people I meet and how I can work with them.
I feel more like a collector and a connector than a designer. I bring things & people together, and my peace of mind is deeply elevated when I am doing so. In the end, I suppose it’s all about truly knowing myself!
TODAY & WHERE ARE THE PRODUCTS MADE?
Today, and over the past 10 years, Joli India has become a personal journey to explore both India’s cultures and my own soul. I’d much rather focus on the materials, textures, colours, and the people and experiences they bring, than the styles, constructions, or trends of the Joli India accessories.
Joli India works principally with two independent workshops in Delhi – one in South Delhi and one in North Delhi. We also source from artisans and small social enterprises as well as local markets across Delhi & India.
In South Delhi, Praveen leads a small team of skilled makers who create the Dhurri line, one bag at a time. He also stitches our limited-edition Chindi collection. Praveen has been producing for Indian and European brands for many years, and for the past few years, he has also pursued his passion of making furniture.
The Dhurri collection is crafted by experienced tailors, as the hand-work expertise required to make and finish the Dhurri styles is important. The thick and hard quality of the dhurrie carpet material requires diligent & efficient folding, trimming and pasting.
The making of the Chindi collection is also a labour intensive, manual process. It involves not only manipulating the multi-layered strips of fabric waste, but also hand-finishing the cord details all around each item, which is very time consuming.
In North Delhi, Madhumita gracefully manages different social enterprises to which she has devoted her life. Since 2001, “Trash to Cash” is a skills development centre for adults and young adults with disabilities. Over the years, recycling flowers, plastics, fabrics, paper and other materials become the cornerstone of the employment program for these artists. In the workshops, many busy hands stay productive, earning a living through creative activities like modelling, pottery, paper-mâché and painting, while also incorporating recycled and up-cycled materials into their art and craft. The Metallic line is being produced there.
Every Metallic Clutch you purchase will either help special needs children acquire life-changing skills or help physically, mentally or socially handicapped adults earn a living for themselves and their families.
Prabhat’s Society for Child Development, created by Madhumita in 1992, is an NGO dedicated to improving the lives of children with mental and intellectual challenges.
If you wish to support SFCD’s cause, you can donate directly via the SFCD’s website, where you can also learn more about their projects and contribute to their fundraiser:https://sfcdindia.org.in