On the biggest shopping day of the year, we caught up with Arti Sharma, an incredible woman who has helped transform the lives of artisans across India.
She and her team were selected to produce hundreds of face masks for our huge giveaway project to combat the spread of COVID among the slums in and around Delhi. She has dedicated her life to empowering artisans — weavers, potters, jewelers who work in the traditions of their parents and grandparents. We wanted to know what it felt like to be part of such an important donation project during this difficult time.
“When Covid 19 hit us, no one imagined it could affect the entire world like it has,” Arti says. “The pandemic has hurt every industry, business and workshop, including India’s craftspeople. Most artisans and small artisan groups like ours were really hit hard.”
So how did it feel when NOVICA reached out to purchase a massive quantity of face masks?
“We were thrilled. We were particularly excited because we were not only making hundreds of face masks that would bring our artisans an income for their homes. The thought of these face masks going to children who needed them the most was really heartwarming for all of us.”
As the season of shopping and gifting gets fully underway, we want to take a moment to acknowledge these insights — that it means something to shop handmade, to support global artisans who draw from the rich traditions of their ancestors to bring us meaningful works of art.
Unlike big brands, who “make masks as a fashion trend,” Arti Sharma reminds us that “smaller groups like ours saw face masks as a way to earn a livelihood in these difficult times” while infusing them with style and beauty.
“I’m so glad that my team and I were given the opportunity to be a part of this project. I believe we all should give back to society in whatever way we can.”
On this Black Friday, we hope to embrace Arti Sharma’s integrity as we shop for those we love. |
