Interview with SAFOMASI

Safomasi is an innovative collection that has beautiful products inspired by interesting places all over the world. Founded by a British – Indian couple, Sarah Fotheringham and Maninder Singh, Safomasi makes products that can be considered pieces of art. OWN had an opportunity to talk to the founders:

Q1. Tell us about your latest collection.

A1. Inspired by sketches and memories from our travels in Japan, the new Kawaii Collection seeks to capture both the calm and traditional and the crazy and colorful side of Japan. This collection has coincided with the opening of our studio in Chirag Delhi, so yes, we are all very excited.

Catch of the Day cushions

Q2. Tell us about the story of Safomasi.

A2. Safomasi was born to create beautiful products with a soul and a story, inspired by travels all over the world.

Q3. Why the name Safomasi?

A3. The name is a mix of our names- Sarah Fotheringham (Safo) and Maninder Singh (Masi). We wanted a name that reflected both of us and yet sounded like it could come from anywhere!

Coconut Palm Pickers_Hammock

Q4. What kind of challenges did you face in the beginning? Do you continue to face them?

A4. Initially the challenge was production. Quality is so important to us – (we’re perfectionists!) – So we worked really hard to get our team right. It’s much easier now, though we are still very much involved at every step of the process.

Q5. Tell us about the uniqueness of your label.

A5. Safomasi is unique as every single product has a story behind it. Our collections are inspired by our travels and so each design is a researched, personal interpretation of a place we’ve been to. We hand print our own fabrics with our illustrations and patterns. When you buy a Safomasi product, it’s almost an art piece – we like the idea that a quilt or a cushion can be kept and treasured, and the stories can be passed on.

Safomasi Camel Traders cushions

Q6. Both of you have been abroad for a considerable time and then settled in India. How is the textile scenario in India different?

A6. In India there is such a rich tradition of craft, and textiles are so abundant, that sometimes the work of artisans is not appreciated in the way that it should be. Outside of India there is an appreciation for craft and for the hand made artefacts. Tastes are different here, too – often there’s a preference for the shiny and glittery!

Q7. What has been your high point till date with Safomasi?

A7. We were really proud to win the ELLE Deco EDIDA Award for ‘Best Bedding’ for our Camel Traders range at India Design ID in February, after being in business for just a year. Hopefully we have many more highlights to come!

Safomasi Profile

Q8. Any designer label that has a similar approach to yours?

A8. There is scarf designer called Charlotte Linton who has a similar approach – she makes beautiful scarves using different geographies as themes for her collections.

Q9. What is your vision for Safomasi?

A9. Our aim is to bring joy into people’s homes through products that tell stories about our travels all over the world. At the moment we’re working in home textiles, but we’ll be slowly expanding to accessories, rugs, ceramics and more to create a full lifestyle brand. We’re also looking at more collaborations, and interiors projects – we’d love to work on bespoke wallpaper or fabric for a hotel for example.

Q10. Any travel destinations in India that you would love to visit and translate it into a collection.

A10. We find places with a strong cultural identity and distinct landscape that is really interesting to explore, so there are so many destinations in India that fit that bill! The North East is one such region. Ladakh and Kashmir would be great as well.