Our Philosophy

Our definition of sustainable handcrafted luxury is rooted in co-existence. Our artisans are equal co-creators of all things beautiful. Our inspiration of sustainability begins in the handcrafted products but also lives on in spreading Indian traditions around the world, sustaining the planet and nourishing the livelihoods of the artisans. With every purchase you make, you are indirectly supporting their livelihoods - which are not only a source of their income but also a way of living.

Our core philosophy is founded in three principles of sustainability.

Thrive: Give Community Support to Artisans

Our goal is to consciously source products from local artisan communities from India and make sure that they get a fair price for it. We believe that by bringing the works of Indian artisans to the West, we are able to make a small yet significant difference in their lives.

Revive: Drive Value By Supporting Traditions

Be it the Bagh print that’s signature to a small town Bagh tucked away in Central India to the Princely town Ajrakpur’s craftsmen who invented the Ajrak designs - every style, type of print or artisanal patterns - tell a story of Indian heritage. This excites us because Noush is attempting to revive such traditions by taking them to this part of the world.

Survive: Aim for Conscious Living

We wish to celebrate handcrafted Indian artisanship, and we cannot do that without thinking of the environment. Our products are handcrafted or made using sustainable practices. At every step of our value chain, we aim to be sustainable and ethical.