Meet The Maker: SAFOMASI
We can't quite remember when we first connected with Safomasi, but our paths have crossed multiple times in the design community. This September, we had the pleasure of meeting again at Focus 24, hosted by the Chelsea Design Centre. Their stand was quite the destination at the event, a vibrant showcase of their latest collection, blending bold patterns with a distinctive narrative that reflects their travels and experiences. Sarah's enthusiasm for their craft is palpable, as she described the inspiration behind our favourite designs.
In our conversation, we explored their future projects, including collaborations that aim to further push the boundaries of textile design. As the discussion flowed, it became clear that their passion extends beyond aesthetics; it’s about creating meaningful connections through design. The synergy between creativity and responsibility is at the heart of what Safomasi represents.
Image left: Sarah Fotheringham and Maninder Singh of Safomasi
What's the story behind the name 'Safomasi'?
It sounds a little cheesy when we say it, but it’s made up from the first two letters of both our names - Sarah Fotheringham and Maninder Singh. We were looking for a name that had a personal connection to us, as all our designs tell personal stories, yet sounded like it could come from anywhere as they are also inspired by our travels around the world.
How does your cultural background or travel experiences influence your designs?
It has a huge influence. I’m British and spent the majority of my childhood in the UK, but was born in Singapore and also lived in Japan for several months and India for many years. Maninder is Indian but moved to Australia to study. We met in Delhi, but our experiences have definitely shaped our view on the world. I think when travelling or living abroad you see things with fresh eyes. What might seem ordinary or mundane becomes interesting, and I try to keep that perspective wherever I am, always observing the world around us which in turn feeds into our designs.
Safomasi’ Lodhi Garden India
How do you choose the themes or motifs for your collections?
It varies! Sometimes they are planned, so for the Kapadokya collection we travelled to Turkey with the intention of creating a collection inspired by our travels. Other times they come from smaller observations in daily life. The Hedgerow rug is one example of this, inspired by coastal walks in Devon where I noticed the shape of gorse bushes which I thought would make a pretty border rug. It’s all quite organic and intuitive. We just hope that what we like and enjoy designing and will connect with others and have a wider appeal!
What role does colour play in your designs, and how do you select your colour palettes?
Colour is super important and the palette can completely change the look and feel of a design. I think we all have colours we are naturally drawn to and ours are probably the brighter ‘spring’ colours - blues, greens, corals, pink…
...but I also am quite faithful in terms of wanting to convey the place depicted in our designs. So for example our Himalayan collection is inspired by travels in the foothills of India and has a palette of moss, olive and forest greens, rusty orange and blue all reflecting the landscape. I always love the opportunity to re-colour designs for specific projects as this challenges me to try different combinations I might not have considered otherwise.
Do you work with local artisans or manufacturers? If so, how do you select and collaborate with them?
Yes, we founded Safomasi whilst living in India and in 2014 set up our studio Delhi where we employ a very small team of tailors who stitch all our products. At the beginning a friend lent us a couple of sewing machines, and through someone who had come to service them we found ‘Masterji’ - our head tailor who has worked with us ever and is integral to our company. The rest of the team and the artisans we work with were mostly found in this way too, through word of mouth! We have worked with the same family run hand screen printing workshop on the outskirts of Delhi for over 10 years, our rugs are handmade by weavers in Bhadohi in the neighbouring state of Uttar Pradesh. It’s all about building relationships on trust and respect. We look for people who with the same values as us and who prioritise attention to detail and quality over quantity or speed.
What do you hope customers feel when they use a Safomasi product?
Over anything else we hope it brings joy!
As the design landscape continues to evolve, it will be exciting to see how Safomasi adapts while remaining true to their core values. Their journey is a testament to the power of design to inspire and connect people across cultures. So if you’re into ‘original illustrated fabrics, homewares and accessories for joyful, happy homes’ head over to their instagram @safomasi or website www.safomasi.com
