Born in the stillness of the pandemic, The Aesthete Project is a space that values the hidden artist in oneself, lost in chaos of everyday life. It isn’t an average craft studio.
Think: paint-splattered joy, fluid art on teddy bears, candle jars that carry stories — and the belief that making things by hand can stitch people closer together.
Starting a new venture from scratch, especially something different from usual businesses is a tumultuous journey. What was the biggest challenge in your journey?
The biggest challenge was convincing people that this wasn’t just “arts and crafts.” When you’re building something that doesn’t fit neatly into a category, you constantly have to explain — what it is, why it matters, and who it’s for.
A lot of people initially saw it as a fun kids’ activity or a casual hobby for women.I had to push hard against those assumptions and prove that creativity doesn’t come with an age or gender. Even a team of corporate men in suits can enjoy tie-dyeing or making a vision board — not because it’s cute, but because it creates space to unwind, reflect, and connect in rare, meaningful ways.
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It became a journey of educating venues, collaborators, and clients about the emotional and strategic value of what we were doing — all while holding onto my own belief in it, even when the doubts got loud!
Describe your brand in a word or sentence.
A space where creativity meets community, and where anyone, regardless of age or background, can experience the joy of making.
How do you keep yourself motivated during the slower periods?
What is your favourite part about The Aesthete Project?
In the slower periods, I come back to why I started — to create something meaningful, playful, and beautiful. I also take it as a sign to recharge creatively. I travel, take long walks, visit art shows — basically anything that fills my cup. I’ve realized that pauses aren’t the end, they’re just a necessary part of the rhythm.
It’s the look on someone’s face when they realise they made that. Whether it’s a painted candle jar, a teddy bear transformed by fluid art, or a vision board that looks like a dreamscape — that moment of joy and pride is pure magic. Being able to witness it? That’s the best part.
We came across your collaborations with brands like Ajio luxe, Spotify, Cricut, and other innovative brands. How did you land them?
To be honest, most of them stemmed from natural conversations and a mutual belief in the power of creativity. I’ve always viewed brand collaborations as a form of storytelling — it’s not just about what we can do together, but about what we can create. It really comes down to nurturing relationships, the right timing, and being clear about what The Aesthete Project represents. That clarity often strikes a chord with brands.
Art projects were primarily perceived to be limited to children only, but you’ve broadened the scope to corporations, launches,events, etc. How did you manage to make it accessible to people of all ages?
I think it began with crafting experiences that felt visually aspirational yet creatively accessible. So many people say, “I’m not creative,” and I wanted to challenge that by designing formats that were intuitive and open-ended — where the focus was more on the process than the final result. Whether it’s a luxury pop-up or a team offsite, we’ve kept things playful, inclusive, and beautifully designed — and that’s gone a long way in reshaping how people view creativity.
During COVID, people reconnected with DIYs. How was the response for The Aesthete Project?
It was truly special. As a brand that took shape during COVID, we emerged from that collective need — to slow down, engage with our hands, and find connection during a time of deep isolation. What started as an offline concept quickly evolved into DIY kits and virtual experiences. We witnessed families painting together over Zoom, friends exchanging craft boxes, and individuals seeking something real amidst endless screen time. It became clear to me that creativity isn’t a luxury — it’s a coping mechanism, a way to connect, and a source of comfort in uncertain times. In many ways, that stillness gave people the space to rediscover the quiet joy of simply making something with their own hands.
What is some piece of advice you want to give to a budding entrepreneur?
Build something that feels like you — not just what’s trending. And don’t be afraid to start small, messy, or uncertain. The things that make your idea different are often the same things that will make it special. Keep showing up, even when it feels like no one’s watching.