Born in Delhi, Aruna Das was always drawn to the world of intricate designs and embroidery. Upon graduating from NIFT, New Delhi, she took her passion to greater heights , whilst pursuing a course at Parsons School of Design, New York. Successively her stint at international fashion houses like Nautica, DKNY, GAP Inc., gave her an international exposure to the world of women's wear and the need for aesthetic design in a contemporary world. It was here that her passion gave way to her true calling.
Following her heart back home to India, Aruna, conceptualised her own fashion house, Haandwork in 2008, with the sheer objective of orchestrating a marriage between earthy designs that effused an evergreen charm with contemporary designs. The company which began with humble beginnings as an initiative to introduce the world to the facets of Indian embroidery has now reached anvils where it has set upon itself to create sustainability channels for the artisans and their craftsmanship.
Aruna believes in providing quality craftsmanship in all her products, hence the need to do away with the middlemen. Currently she has her own in-house design work. It is her constant endeavour to make these exquisite forms of embroidery available to all by empowering the artisans and creating the rightful share in the market for their unique products. Hence, apart from wearable garments, she envisions to bring the taste of the ancient forms of embroidery on cushion covers, wall hangings, fabric purses etc.
Aruna is also big on using mostly environment friendly fabrics and and try to convey the same to her buyers , although she also believes it's an individual choice .
Aruna's thoughts are best echoed in 5th century BC Greek painter, Zeuxis's quote- "Criticism is easier than craftsmanship"..