The first time Prerna sat inside a metalwork workshop in Rajasthan, she did not see a business. She saw a problem, and she could not unsee it. Across the low table, a third-generation master craftsman shaped an intricate tealight holder. His fingers moved as if they carried their own memory. The piece was beautiful, yet he sold it for a pittance to a middleman, who would resell it in a city emporium for many times the price.
The craftsman smiled as he showed the piece. The middleman smiled as he quoted the city price. The margin that should have reached the maker’s family simply never arrived. That quiet injustice is exactly why we started Premloom.
Why we started Premloom, in one honest line
We are not a marketplace, and we are not an aggregator. Instead, we work directly with artisan families across Rajasthan. Metalworkers, wood-carvers, terracotta painters, and fabric artisans all reach you through us. Because we remove the layers in between, more of every rupee lands in the hands that did the work.
That model sounds simple. In practice, it means slower growth and thinner margins for us, and we accept that trade gladly. India’s artisan sector supports millions of families, as the Ministry of Culture notes, and every fair order helps one of them stay in the craft.
What the name really means
The name joins two ideas. “Prem” is the Hindi word for love. “Loom” is the act of weaving. Together, they describe our aim, which is to weave love into everyday objects.
Of course, the artisans do the real weaving. We simply carry their work to your door, and we try to tell their story honestly along the way. A carved figure is never only a figure, because it holds hours of skill and a family’s livelihood.
How this changes what lands in your home
When you buy handmade, you are not just buying decor. You are keeping a skill alive for one more season. Your money supports a household, not a machine in a distant factory.
There is also a difference you can feel. Handmade pieces carry small, human variations, so no two are ever identical. A machine repeats one perfect mark, while a person leaves a fingerprint of care. That difference is the whole point.
Where the story goes from here
We are still a young brand, and we learn something every week. Yet the direction has never wavered. We want more Indian homes to hold real craft, and we want more artisans to earn what their work truly deserves.
If that mission speaks to you, come and see it for yourself. Explore our handcrafted collection, or read our field guide to the crafts of Rajasthan. Every piece you choose writes the next line of the story.