- United Kingdom
- Main Contact
- Seher Mirza
- Tel: Mob: (075) 98944465
Handmade crafted accessories allowing for creative empowerment for artisans in rural areas of Pakistan.
S jo creates unique handmade design-led fashion and home accessories collaboratively with rural artisans in Pakistan.
The finest local materials are used to ensure durable and comfortable wear against skin without compromising aesthetics. S jo use beautiful embroidery grade Cotton yarn with a silk-like sheen and handmade metallic yarn for our designs. Statement pieces offer a sumptuous metallic look without heaviness and can be worn effortlessly all day long.
All S jo pieces are inspired from regional craft techniques and build on them further for final outcomes. The stunning original design fashion jewellery was conceived through isolating elements of generations old craft techniques and using them in new and innovative ways.
The brand is the creative outlet of interdisciplinary design and craft PhD project, ‘Threads of the Indus’ (Royal College of Art London) founded by Central Saint Martins textile graduate, Seher Mirza. Concern for fading craft heritage, social and gender disparity, lack of emotional connection to craft-making in Seher’s native country triggered the project.
Their ethos is to keep all pieces special to both maker and wearer, so there is only one of each colour combination in any style.
Artisans choose their own colour palettes and compositions for pieces in most product lines, developing individual styles. All pieces come with a label that tells you the name of the craftswoman who made your piece and a village code. Customers are able to see images of the artisans that made their unique S jo piece on our website being updated regularly.
Ethical Focus & Policy
The S jo ideology questions the status quo in conventional development projects that take all ownership of design and decision-making away from communities and empower communities by engaging with the real issues and context of marginalising local social structures.
S jo works to co-creative and co-design principles bringing together the skill sets of the founder (Seher) and the craftswomen as a team, to create various pieces – that nurture creative expression and freedom.
The brand is committed to personal and creative development of the artisans alongside a fair income, based on a living wage. S jo believe creative empowerment and expression for the women artisans allows them to grow, think differently, builds their confidence in themselves and encourages them to aim and achieve a better life for themselves and their families. Their long-term goal is to mediate social change through craft making practices for marginalised communities through their own agency.
The craftswomen who make the signature jewellery (and whom Seher has worked with for the longest) have been able to transform the quality of their lives and continue to do so for the next generation. For example, due to increased self-efficacy the women were able to eradicate domestic violence from their community through dialogue with the male members of their community focusing on mutual respect and their sense of self-worth.
The long-term goals of the project cum business model are to shift traditional social behaviour patterns and encourage transformative social change through the artisans own agency.
Their aim is to create awareness through the agency and material culture of craft prevalent in the communities as conventional education opportunities are more limited in access and quality. Inequity especially in rural parts of Pakistan is a huge issue where local power structures are historically hierarchical.
Mainly women aged 18 – 80. Middle to high income.
Interested in: statement jewellery, non-metal jewellery, handmade, craft, textile making processes, heritage, antiques, travel, textiles collectors, asian art and crafts, social projects and enterprises, sustainability, design/craft/textile academics, culture and gender equality.
Wholesale price: £6.50-£80 (GBP)
Retail price: £15 – £300 (GBP)
Products and services
Mainly women aged 18 – 80. Middle to high income. Interested in: statement jewellery, non-metal jewellery, handmade, craft, textile making processes, heritage, antiques, travel, textiles collectors, Asian art and crafts, social projects and enterprises, sustainability, design/craft/textile academics, culture and gender equality.
Loves bright colour, have personal unique style and Boho style fashion.
Minimum order criteria
Wholesale: 35 products or £700 (GBP)
Typical Product lead times
Typical lead times for wholesale orders:
9 – 12 weeks (depending on whats in stock)
Closest shipping ports