Daera, an interior and product design studio based in Delhi, is making waves with its sustainable furniture designs and stylish silhouettes. Founders Jannat Gill and Sharon Sethi share a passion for colors and textures, which forms the foundation of their brand.
Through a chance encounter and a shared interest, Daera teamed up with architect Mallika Reddy to create a unique collection called “Daera X Cancelled Plans.” This collaboration transforms 500 kg of pharmaceutical waste into intricate fabrics for their furniture pieces.
An unassuming beginning and a wedding encounter
Daera’s journey began with an unassuming start at a wedding in 2015. Sharon, who was exploring new ideas in the fashion space, met Jannat, and the two instantly connected over their shared interest in starting a venture. In 2017, they got their big break when Jannat’s newly decorated home attracted attention from home decor leads. This presented the perfect opportunity for Jannat and Sharon to showcase their fashion and design fascination by saying yes to these projects.
Birth of Daera and the expansion into interiors and furniture
The success of their initial projects paved the way for the establishment of Daera in 2018. Today, Daera caters to both interior design and furniture, offering a diverse range of beautifully redesigned spaces. Their repertoire includes bedrooms reminiscent of Indian palaces, living rooms adorned with English sofas and vintage art, and a wide range of furniture such as wall art, tables, beds, chairs, and hanging lights.
Daera’s collaboration with architect Mallika Reddy resulted in the creation of “Daera X Cancelled Plans.” This collection stands out not only for its exquisite furnishings but also for its use of repurposed waste. Mallika’s background in the healthcare industry inspired her to curate fabric from various kinds of waste that would otherwise end up in landfills. A chance conversation during a ceremony in Thailand led to the birth of this collection, where Jannat and Sharon focused on colors and silhouettes while Mallika took charge of textures and patterns.
Repurposing pharmaceutical waste for sustainable designs
Mallika’s experience in the pharmaceutical industry made her aware of the significant amount of waste generated. Through her venture Cancelled Plans, she ensured that waste found its way into her designs. The upholstery for Daera X Cancelled Plans furniture is made from waste material sourced from industrial areas in and around Delhi and Hyderabad. This includes packaging, plastic wraps, shredded bits, and other non-hazardous waste. By repurposing 500 kg of waste, Daera has prevented it from entering landfills.
Transforming waste into fabrics
Daera collaborates with artisans in Hyderabad to transform waste material into fabric. Traditional embroiderers, handloom weavers, and textile workers contribute their expertise to create unique fabrics. Meanwhile, Jannat and Sharon develop designs that exhibit a minimalistic and functional aesthetic, drawing inspiration from the Bauhaus era. The final collection includes lounge chairs, warp chairs, shuttle benches, chandeliers, pod lights, and oracle mirrors, all crafted with rejected materials and imbued with style.
Embracing a brighter future for waste
Daera’s labor of love aligns with their mission to give waste a brighter future. Through their sustainable designs and circular economy approach, they demonstrate that rejected materials can be transformed into everyday usable products with style. Daera’s commitment to storytelling through materials and their focus on sustainability continue to set them apart in the world of interior and product design.
