So Beautiful!
https://www.facebook.com/video.php?v=947489308604217
‘PEHCHAAN’ – THE DISCERNING EYE
Our Founder & Creative Director, Anita Lal, offers insight into the making of a luxury craft quilt, what distinguishes it, makes it unique and thus valuable.
#SustainableLuxury is about discernment and responsible choices.
A connoisseur has knowledge and an understanding of the process and pedigree of a product. The word itself comes from the French ‘connaitre’ meaning ’to be acquainted with’ or ‘to know something.’
Patrons of the arts and crafts have a deep understanding of that medium, and in India this is known as having ‘pehchaan’ which roughly translates as identity, insight or discernment.
The Mughals epitomised this ‘pehchaan.’ They could discern the subtle difference between an indifferently made product from one that was made with care and understanding.
WATCH THE FILM to learn about the hallmarks of a luxury craft quilt.
Shop the featured 'Fergana' design story on our #WebBoutique: http://bit.ly/pehchaanquiltfb
A Good Earth Film
A Storyloom Films Production
#GEfilm #Pehchaan #Fergana #MakeInIndia
