JUJU’s goal is to share the universal message of joy and happiness by making beautiful things from the heart. These products reconnect you to nature, remind you of delightful forms and shapes we see every day and bring back the fascination for the world around us. This quote from Ruper Sheldrake encompasses what JUJU attempts: ‘Creativity seems to be something which links things together within a new whole, which didn’t exist before’.
JUJU is an outcome of personal studio-based practice. Its sole purpose is to continue the practice of handcrafted products - the raw essence of things made by hand, the gentle curves or rough tarnished surfaces, and the fact that these are unique and not mass-produced.
Upcycling material and giving them new life is at the core of JUJU’s work. Raw, rustic, warped, discarded industrial metal was the initial medium used, post which they upcycled waste wood - locally called “jangli lakda” - which is primarily used as firewood and was not considered usable for anything else. Presently, JUJU is working with brass scrap generated by industrial laser cutting units and upcycling them into new products and giving them new meaning and life. JUJU products are packed with jute and other eco-friendly materials with small personal notes for buyers and few dried samples of inspiration (wherever possible) thereby bringing together the essence of the good juju the product holds. Juju aims for a positive impact on the environment by reducing waste and using sustainable packaging.