PROFILE: The Global Homestyle of “Safomasi” at NY Now 2017

Safomasi is an award-winning home and lifestyle brand led by Sarah Fotheringham and Maninder Singh. The couple is based in New Delhi, India, although they like to jet off as often as possible to hunt for new design inspiration. I had the opportunity to chat with them at NY Now in February.

“We founded Safomasi, that’s a combination of the first letters of our names, in December 2012. We make hand crafted textiles and accessories inspired by our travels all over the world. Our collections have illustrations that range from beach holidays with my family in the UK, to our adventures on safari in India, to exploring culture in Japan. Our next collection, out later this year, is inspired by our travels through Turkey. Customers can expect a neutral color palette exploring the rock formations and caves of Istanbul, Kappadokia, and the south coast.”

Sarah’s father worked for the British Council, the British cultural organization. She was born in Singapore and went to school in India from ages eight to 12. These years had a great impact on her, and she remembers them very vividly. After graduating with a degree in illustration, she worked as a freelancer in London for a couple of years, and did a placement in an advertising agency with offices in Delhi. When she found her way backpacking through India a little later, the Delhi office offered her a job as an Art Director. She moved to India, started seeing Maninder, and the rest, as they say, is history:

Like many creatives, Sarah was working full time during the day and sketching away at her passion project – inspirations from their travels – in the evenings. Safomasi believes in the beauty of handmade. Its intricate yet bold illustrated designs are brought to life by experienced and skilled artisans through various crafts including hand screen printing, hand quilting, hand weaving, and hand tufting. All products are stitched in house by a team of tailors.

“Our company developed and grew over time, and we now have a studio and in-house tailors. We source our own fabrics, and manage the printing process. I take care of design, marketing and communications, while Maninder is in charge of the production and business side of things.”

This was their first time exhibiting at NY Now, but Safomasi has been showing in London for two years. You can find their products at the Bon Marché in Paris, at Heals in London, as well as select stockists in Hong Kong. Our Colorado readers will be happy to learn that Paris Underground in Aspen will soon carry some of their lines as well. For a full list, check here.

All fabrics are natural cotton and linen. Safomasi buys the raw fabric, and processes it in-house. All dyes are acid-free, all inks are water-based, and while they have not yet found a reliable supplier for organic materials, they use no chemicals whatsoever. If you are a maker and want to sow your own patterns, you can buy Safomasi fabric by the meter online. They have received the following awards: ELLE Deco EDIDA India (Fabric) 2016, Good Homes, India (Furnishings) 2015, ELLE Deco EDIDA India (Bedroom), 2013

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