A collection of desi accessories

What started as a passion and hobby for designing accessories and trinkets for Richa Dubey has turned into a full-fledged career for the NIFT, Delhi, graduate.  It has been a few years now since she started ‘22.2 Accessories’, a desi brand which celebrates “all things Indian”.

She works with artisans across India to come up with contemporary fashion accessories for women. The art work of families from Rajasthan, Uttar Pradesh, Tamil Nadu, Punjab, Gujarat, Himachal Pradesh and Karnataka are available. And the start-up offers work done with block prints, bagru, ajrakh, jute, canvas, organic cotton, veg tan leather, silk  and mangalgiri.

How does the start-up work? “There might be artisans who are working on leather slippers but their quality or designs might not be good. So we get the basic design inputs from them, learn their techniques, and find ways to better them and make them more appealing,” says Richa.

While 90 per cent of a particular product is made by an artisan sitting in some remote village and the rest 10 per cent by Richa at her home, the whole product is assembled at her home (which masks for her office space). “We make sure they get their payment immediately and have even helped a few families become more tech-friendly where
they are on WhatsApp,” she adds.

Richa has seen a lot of changes in the artisans she works with. “At first, they weren’t willing to change the way they work but now there is more dedication and they are willing to accept change.”

Why did she start this venture? “I used to design things, capsule collections, but they slowly shaped into something else. Even in college we used to work with artisans... I wanted to bring some change.” Now, she is working on her first home decor series, where she plans to bring out table lamps and more. Most of her products are made from leather, although she says it’s not intentional. “We have some really good leather artists so we have chappals, bags and more.”

Talking about the name of her venture, she says, “I wanted it to be something personal but naming it ‘Richa Dubey’ seemed really funny; this is my birthday. Also, most start-ups don’t have numbers in them so this was unique.”   

Catering to her customers is her main aim. “At the end of the day, it’s the women who pick up the products so it’s they who decide where and what I do. Someone recently asked me to design invitation cards and I’m doing it.”

Why are only women her clients? “I have been asked this many times and I have many requests to expand my collection to men’s wear as well. But for the time being, I’d like to stick to women’s wear,” says Richa.