Né Nepal: Preserving Legacy, Shaping Luxury
Ishu Dhakras and Tulja Kedia on building a Nepali lifestyle brand
When you think of Nepal, images of towering Himalayas, fluttering prayer flags, and intricate beaded jewelry often come to mind. Yet, there is so much more to this small nation's rich cultural heritage. Founders of lifestyle brand Né Nepal, Ishu Dhakras and Tulja Kedia, want to reveal these hidden treasures and elevate the perception of Nepali craft.
Ishu and Tulja were born and raised in Kathmandu and like many of their fellow peers their education was put on halt by the Maoist insurgency in Nepal. They were sent to boarding school in India to complete their education and it was during this time that they first recognized the inherent beauty in the everyday items of Nepal. “You get these beautiful diaries made of Lokta paper, which is what we’ve always used, but it was such a novelty when we took it back to my boarding school,” recalls Ishu.
Years later, Ishu and Tulja found themselves reunited in Mumbai, working for luxury fashion and jewelry brands after graduating college and spending time abroad in the U.S. and France. Through their experience they saw an opportunity in the market for a premium Nepali brand. As Tulja reflected, “We constantly felt that Nepal had so much in it that we’d taken for granted for all these years. We felt the need to be doing something from Nepal because we really saw a lot of gaps in the market. It became a necessity for us to start this”.
Nepal is known for its craftsmanship across metalwork, wood carving, pottery, and painting, but it is rarely part of the global conversation. Ishu credits her time at Indian fashion house Anita Dongre for shaping her perspective, sharing, “Working with her helped me form my ideas of how pieces made in villages of Gujarat, end up in showrooms in New York City. It amazed me and I thought if it’s possible then we should try it too”. The duo envisioned an ambitious first collection, spanning jewelry, copper ware, ceramics, and wellness products. The wanted to build a Nepali lifestyle brand, the first of its kind.
Nepali craftsmanship is a dying breed and finding artisans who were willing to work with the founders proved to be challenging. When Ishu and Tulja first reached out, many artists suggested they go to nearby India or China to produce goods for less. "It’s been an organic relationship for us and a community that we’ve taken our time to grow. People here are not always motivated by money or number of orders," Ishu reflected, “We told them we wanted to do it here and that was the point, which helped them realize the value of their work”. The founders consider the artisans their mentors - they taught them about product development, design, and pushed their collections in ways they wouldn’t have otherwise imagined. This symbiotic relationship has led them to revitalize a community around more than just a transaction.
In 2018, they launched their full range of products, all rooted in Nepali tradition with contemporary aesthetics in mind. Their jewelry line (currently available in the US) is handmade with sustainable materials and filled with stories of Nepali art, architecture, and history. The moon and sun are common motifs in their work inspired by the Nepali flag and symbolize the purity of the Nepali people (the moon) and their fierce resolve (the sun). They also pull inspiration from the architecture in Nepal from the intricate windows designs to symbols found in temples and the pagodas around the country.
What started with a series of pop-ups in 2018 has blossomed into a thriving business. Since then, they have opened a brick and mortar store in Kathmandu with a second, larger location opening this fall. They recently also launched in India and the US to further expand their global presence. Their artisan community boasts over a hundred members with the team investing in their training, financial tools, and even building a community center to offer a safe and clean space for them to work that opens later this year.
At the heart of Né Nepal is the goal to initiate conversations about Nepal's cultural heritage and preserve its legacy. As Ishu encapsulated perfectly, "once people know about the richness of what exists in Nepal, they can really cherish the things we have to share with them”. So if you are on the hunt for a sculptural hoop or pendant to add to your necklace stack, may I suggest a collection that is designed with beauty, intention, and the ability to transport you to the foothills of the Himalayas.
You can find NeNepal’s line here along with stories of their artisans and cultural heritage.