In conversation with BW Retail World, Nanesh Goyal, CEO of Luxeartisanship, shares how the brand blends Indian heritage, sustainability, and artisan-made decor to redefine modern luxury in a mass-produced world
Luxeartisanship is not just another home decor brand. It’s a movement to preserve India’s cultural identity through sustainable luxury. By empowering artisans, focusing on storytelling, and aligning with spiritual practices, the brand is creating timeless pieces that honour the past while embracing the future.
Q: Luxeartisanship has a distinctive identity — it blends heritage with modernity in home decor. How did this journey begin?
Nanesh Goyal: The idea was born during a family trip to Rajasthan. We came across beautifully crafted brass items that left a lasting impression. Upon returning, I noticed a resurgence of interest in brass — not just in decor, but in spiritual and wellness spaces as well. With the rise in meditation and yoga practices, there was a growing appreciation for traditional elements like idols and artefacts. That’s when we launched Luxeartisanship — to bring these heritage pieces to the modern luxury market in an affordable and accessible way.
Q: India is a land rich in craftsmanship. How do you incorporate regional crafts into your product line?
Absolutely. Every state has something unique to offer. For brass specifically, Jaipur, Aligarh, Moradabad, Kolkata, and even Bengaluru are well-known hubs. But one of the most iconic places is Swamimalai in Tamil Nadu, which is renowned for its brass idols. We’re currently in discussions with artisans there and are working towards tying up with the Tamil Nadu Handicrafts Association. The idea is to source directly from traditional artisans and highlight their craftsmanship on a national and global platform.
Q: In the age of mass production, how do you keep the luxury appeal alive, especially for younger consumers who also seek affordability?
We consciously avoid mass production. Instead, each piece tells a story — whether it’s the detailed carvings or the traditional techniques used. Luxury, for us, is not just about price but about the depth of culture and meaning in each product. The younger generation today is actually seeking purpose and heritage. They want something that resonates with their identity, and that’s exactly what we offer — a piece of Indian tradition reimagined for modern spaces.
Q: There’s clearly a lot of thought that goes into each design. How does spirituality influence your product line?
Very much so. With the growing global interest in meditation and yoga, we’ve seen a rising demand for artefacts like Buddha and Shiva statues. These are more than just decorative items — they create a spiritual vibe and support meditative practices. We ensure these pieces are crafted in a way that they become a meaningful part of our customers’ spaces. Even international customers are adopting Indian spiritual traditions and looking for authentic representations in their homes.
Q: How do you ensure sustainability and ethical sourcing while working with rural artisans?
We’ve adopted a decentralised approach. We work with artisans across Aligarh, Moradabad, Kolkata, Bengaluru, and now, soon in Tamil Nadu. Many of these artisans come from rural areas and aren’t familiar with market dynamics. We onboard them directly and make sure they are trained in both quality standards and ethical practices. One of our team members personally visits them to explain our design language and expectations. At the same time, we respect their traditional techniques — it’s a two-way learning process. They teach us about crafting methods, and we guide them in market-oriented aesthetics.
Q: That sounds like a strong foundation. Do you also address their wellbeing while ensuring high-quality output?
Yes, that’s something we take seriously. We’ve seen how a troubled artisan might not be able to deliver their best. So, we make it a point to resolve any issues they might be facing before production begins. It’s about respecting the human behind the art. Only when the mind is at peace can the hand create something beautiful.
Q: Many of your products align with Hindu mythology and Vastu principles. Was this intentional?
A large part of it is traditional — many heritage pieces are rooted in mythology. However, we’re now consciously working on creating a separate line of Vastu-compliant products. While the current collection focuses on temple and home decor, our new line will incorporate Vastu designs more systematically. The idea is to blend spiritual significance with aesthetic appeal.
