Mumbai's creative geniuses are tricking you out in everything from custom-made shoes to furniture to games. Sunday MiD DAY explores the made-to-order revolution and those who have harnessed its energy
Mumbai's creative geniuses are tricking you out in everything from custom-made shoes to furniture to games. Sunday MiD DAY explores the made-to-order revolution and those who have harnessed its energy
FROM the runways of Paris to the bylanes of Bandra, everyone understands the lure of custom-made products. They are one-of-a-kind pieces that reflect your personal choices and talk about you as a person. They help you assert your individual taste.
Added advantage: You won't spot three other people at a crowded party with the same bag/shoe/ clothes as you. Apart from having sentimental value, custom-made products also have a certain aspirational value attached to them. They stand out in sea of red and white converse shoes or black clutch bags and are a major talking point.
A few business savvy Mumbaikars are making the most of the custom-made craze that is sweeping over us. They are putting their endless pit of talent to good use and rolling out the red carpet just for you. They pamper and cater to your request for anything under the sun. Want your face on a jigsaw puzzle, a hand-painted laptop bag or even your trousseau packaged in an Arabian Night theme? They will do it all.
The best things in life however come for a price. These artistes retail their work for no less than a few thousand rupees. Surprisingly, for some this is not their main source of income.
They are advertising professionals, fashion designers, and students. A few don't wish to rely on their talents, as it's not a steady flow of income, while others claim to have saved enough to move out of working from their bedrooms to a more formal environment. For a few, the initial months were tough, for others, labour is difficult to come by so they have to do most of the work themselves. However they all agree that customising is a well-meant craze and the joy that the clients feel is unparalleled.u00a0
Painted bar fridgesu00a0
Under her brand Fluke, Rashmi Dogra can custom-make practically anything you want because, as she puts it, "I work with leather, wood, metal and paint, so the choice is endless."
Apart from the usual list of candle stands and cushions, Rashmi also makes dog collars in leather (which she claims was one of the weirdest requests she got), one-piece leather molded masks and carpets. What stands out is her art of customising bar fridges and refrigerators. She says, "A supplier only gives you a choice of red or grey colours. It looks hideous. So I paint the fridge with temperature durable paints." Her classy, floral and kitsch designs will not make your fridge stick out like a sore thumb.
Rashmi has also made peacock hangers for a designer friend, designed Paul Smith's stall at a fashion week and made bags for M S Dhoni and Suresh Raina with special pockets to keep their toilet cases and slippers.
Everything in her Bandra shop is for sale right from the chandelier made of buckets to the toilet set.
With custom making, Rashmi began a new career after 13 years of working with an airline. She says, "Customising adds value to your product, it gives you an edge. The client feels a different joy when they know you are making it just for them."u00a0
To get your hands on an original Rashmi Dogra visit https://www.flukedesigncompany.com/.u00a0
Artist booksu00a0
Artist books are not a popular concept here and most don't even know what they really are. Former advertising professional and now book artist, Priya Pereira seems unperturbed by this ignorance. She hands a leaflet that explains: 'artist books are a highly mutable form of books whether in binding, structure or content. They are works by an artist self-conscious about the book form rather than merely a highly artistic book.'
Priya began working on artist books without fully knowing about the concept. Her first book was one about the time difference between India and America so she could keep tabs on her now husband, Tony. A few years later she went back to America with her works and that's when she learnt about the concept.
Her work for Shriji Arvind Singh Mewar, where she wove seven stories into pendants that are presented to guests at his heritage hotel, is spellbinding. Give her your background and concept and she, along with her husband, will produce a book on Brazil (Rs 5,000), an evil eye book (Rs 600) and even one like a darga where you make a wish and tie a thread.u00a0u00a0u00a0
She says, "People in India are not open to spending on an artist book. They like the concept but are not willing to pay for it." But she has a few high profile clients and the thrill for her is, "Having my work bought by the Guggenheim Museum, The Victoria and Albert Museum and shown at the Louvre."
Get in touch with Priya at pixiebks@hotmail.com.
Hand-painted shoes
If their designs are anything to go by, coming up with a cheeky brand name like Alphacube might have been easy for brother sister duo of Zainali and Azra Jetha. Under this funky brand name they produce custom-designed sneakers, bags and Tee shirts. Zainali says, "We have always been into art and drawing and we love our converse shoes. We got bored of looking at our simple converse shoes so we designed a pair and people liked it and from there on we got a very good response."u00a0
Zainali and Azra ask you for a theme and then a million questions around that and start designing only after that. They are particular about not showing their work to you until it's entirely finished. The two have clearly defined roles to avoid nasty sibling rivalry with Zainali ideating and sketching and Azra, painting.
Designs by the duo, who began Alphacube in December 2008, are funky, young and with a touch of humour and made to reflect their clientele's taste. To design on a pair of converse shoes you have to pay Rs 2,000 and tennis shoes Rs 2,500, including the cost of the shoes.
Zainali says, "The best things in life are custom made. It's all about defining you as a person." About one of their wackiest requests, he says, "One guy who loved his weed asked us to make a pair of sneakers for him. So we drew a chillum with 3D effect and glow in the dark yellow paint."
The two want to finish their education and then hope to start their own business.
Get in touch with them on alphacube@gmail.com or call 9833666303.
Murals
If your plain old white walls leave you feeling drab, you need a Little Bent. Started seven years ago by mechanical engineer Harshad Patankar (28), who was later joined by his 24-year-old architect wife Adithi, Little Bent custom designs murals and utility furniture. He says. "We put in our combined efforts in designing and manufacturing. We have concepts in mind that we suggest and if the customers like the concepts, they visit our workshop."
Harshad began with designing wristwatches for himself and went professional with making wristwatches in unusual materials like wood. He then used his expertise in mechanical engineering to come up with murals with 3D effects.
Ask him what their wackiest request has been and he states, "People come to us for something different. We are not interested in doing typical designs." Take a look at the Little Bent website and this becomes more than apparent. On commission basis, he made a coffee table with a rock and 10 pipes jutting out of it and a mural in wood with 3D effects. Currently he is working on designing a wardrobe like an open book with a Sanskrit script.
Visit https://www.harshadpatankar.com/.
Coffee table books
"People who approach me have no idea how to go about it," says Dipti Kharude, a copywriter by day and coffee table bookmaker by night. Give Dipti a bunch of photos of your friends or family along with a story that you want to weave through and within two weeks, she will produce a 20-50-page coffee table book at Rs 1,500 for the soft copy with quotes and incidents.
Dipti, will call you up and ask for anecdotes and testimonials and even use her experience as a copywriter to spice up the book. Dipti says, "I began designing coffee table books for people close to me and someone saw it and ordered it. Sometimes I stumble across certain softwares online and if they look good, I incorporate them."
These coffee table books are a great gifting idea and, as Dipti puts it, "Now there is an emphasis on being creative and giving personal touches."
To design your book, email diptikharude@gmail.com.u00a0u00a0
Hand-painted laptop bagsu00a0
"I did not like my job in PR," says Nidhi Karnavat as a reason for falling back on her talents as an artist. "I made a painting for my friend and others suggested I take it up as a business." She began her brand Pop Goes the Art after months of intensive research and preparation.
Nidhi's products range from custom-made hand-painted wall clocks for Rs 2,000, paintings priced at Rs 2,500 to laptop bags at Rs 4,600 and sleeves. Nidhi says, "I allow the customer to choose colours, materials and send me a photo so it's personalised and customised. They feel involved at every stage."
u00a0
Her designs are retro, bold and in fun colours. She has just begun a line of digitally printed laptop bags priced at Rs 3,950.
Her end users might not be above 30 but those who come to her with requests are 13-year-olds to grandparents. Her wackiest request to date was a guy who wanted Bob Marley painted on an ashtray and someone else who wanted a painting the size of a credit card to slip in his wallet.u00a0
For your customised slice of retro, email nidhi@popgoestheart.com.u00a0
Jigsaw puzzles & playing cardsu00a0
Twenty-four-year old Nidhi Agrawal has found quite a niche to customise. She makes made-to-order playing cards and jigsaw puzzles. Operating mostly by email, this fashion designer asks you to email her a high-resolution photo of your friend that she will then transfer to a pack of cards.
Depending on your friend's interest, you could even change the hearts and spades to cricket balls or CDs. Going a step further, you could put your loved one's face instead of the king or queen symbolising that they are indeed the king/queen of your heart (this is for the cheesy kind).
For the jigsaw puzzle, Nidhi can transfer a group photo onto an A3 size paper and then cut it up so your gang can piece it together over cold beers.
Nidhi says, "Since I had a limited budget, I always had to make something by hand. My friend suggested I go professional. There are no limits. The photo can be made into technicolour, neon, black and white." In addition to this, Nidhi also makes lamps, clocks and cushions in any shape you want.
To place an order for a deck of cards for Rs 1,200 or a jigsaw puzzle, email accssetra@gmail.com.
Skin care
Diya Dembla was a restless soul before she found her calling in Skin Kitchen. Diya, a qualified skin esthetician, 'cooks up' 100 per cent organic skin-care treatments and products to suit your specific skin type.
The first session is a consultation where she draws up a skin care plan for you depending what your skin needs, lifestyle, medical history and dietary intake. Before your next session, "I go shopping for fresh veggies, fruits and nuts," says Diya. In her kitchen at home, she then boils, blanches or freezes the fresh produce for a scheduled treatment a few hours later. Diya says, "No person is the same so I customise skin treatments from head to toe keeping in mind your requirements. I understand that everyone's skin needs special care. I cannot do one standard treatment."
Diya provides services from facials to more complex treatments for acne and sunburn for Rs 1,000 onwards. She also customises products like shampoos and face washes for Rs 350-750. Since they are organic, their shelf life is only a month so use up fast.
Diya also finds herself counselling her clients. When treating a young client for acne, she says, "It's been a challenge. She is all of 16 and cries every time I have to do an acne treatment. You have to introduce the human side."
To book an appointment with Diya's Skin Kitchen, email diyavdembla@gmail.com.u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0u00a0
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