THE RIGHT MIX
An eclectic mix of designs, crafts materials and patterns, makes Austria-born, New Delhi-based, Vera Fritsch’s creations stand out
Her European aesthetics celebrate Indian crafts and traditional techniques in the most eye-catching way. Vera Fritsch, founder, Monsoon and Beyond, shares her design journey and what inspires her designs.
Fusion, the buzzword for haute plates and even hotter chefs across the globe, has finally made its way to Indian interiors. But unlike its culinary counterparts, in the design world it means a focus on European aesthetics celebrating Indian crafts and techniques. And who better than Austria-born (and brought up), monsoon-loving, Vera Fritsch to marry the two worlds. “I studied economics, which took me to France, UK, Italy and Sweden. But it was only when I accepted a job in 2007 at a diplomatic mission in New Delhi that I entered the ultimate adventure of my lifetime. Since then India has been my home,” says Fritsch, who always had a passion for fabrics, design and interiors but it was only in India that she felt the urge to translate this passion into a profession. In February 2013, she opened Monsoon and Beyond, a website that retails her contemporary European designs created by collaborating with artisans across the country.
WHAT’S ON OFFER?
The website is a feast for the eyes, with decorative cushions, bed sets, quilts, handbags and shawls. Everything is handmade. “Many of our collections feature ancient crafts such as aari embroidery, an extremely fine art of embroidery dated back to the 12th century and block-printing, a labour intensive form of hand-printing that dates back as early as 2,000 BC. Several cushions are hand screen printed and our newly launched bed covers are hand-quilted as well as handstitched,” says Fritsch. She uses only natural fabrics, such as cotton, linen, silk and chanderi. “For our newly launched bed set collection Akbar & Anarkali, I wanted to get the softest, yet durable cotton muslin in the market. I was not satisfied with the fabric available in Delhi and surroundings so my team and I travelled as far as Indore to find what we were looking for,” she explains.
INDIA, THE MUSE
The country Fritsch has adopted also serves as her inspiration. “Each collection takes you on an enchanting journey through India. The indigo houses of Jodhpur, the faded wall of a medieval tomb in Old Delhi or the sunset over Marine Drive in Mumbai, ” she says. But that doesn’t mean she hasn’t faced problems. “Given the bureaucracy hurdles, setting up a business in India is already a big challenge. Then, I failed miserably to find a production house to make small volumes, intricate designs and meet my quality standards,” says Fritsch. Once that was sorted, Fritsch has used her unique view to create a new design language, one that is modern yet rooted in the past. PRICE `600 to `1,200 AT www.monsoonandbeyond.com