Welcome to Tohfa Shofa.
If you are here for the first time, this is our little introduction. Tohfa Shofa is a space for art, objects and ideas that we hope bring a little more colour, character and interest into the things we live with every day. Some pieces may begin as an illustration, some with a material, and some simply with an idea we cannot stop thinking about.
Tohfa Shofa has been on my mind for much longer than it has existed as a brand. For years, I have worked across art, illustration and design, usually creating within a context already defined by a project, a client or a requirement. I enjoy that process, but I have also wanted a space where the starting point could simply be an idea worth exploring. That is what Tohfa Shofa is becoming.
I want to build a brand around objects that are useful, beautiful and interesting enough to deserve a place in someone’s life. The format is intentionally open. It could be something for a wall, something for a desk, something you use every day, or something that exists simply because it makes a space feel a little more alive. As you explore the collections, you will probably see that we do not restrict ourselves to one material or one kind of product. There will be wood, illustration, print, colour, functional objects and things that sit somewhere between art and design. Some ideas will become permanent parts of Tohfa Shofa. Others may simply be experiments that lead us somewhere new.
As an artist, I naturally begin with colour, material, form and the things I have grown up seeing around me. India is a large part of that visual vocabulary, but I am interested in interpreting it rather than reproducing it. There is an enormous amount of inspiration here, and I think there is room to create products that feel rooted in that world while still belonging comfortably in contemporary homes and lives.
But building Tohfa Shofa is not only a creative exercise. I am learning how to turn ideas into products that can actually be made consistently, packed, shipped and eventually produced at a much larger scale. We are slowly bringing more of the making in-house, understanding materials and processes better, and building a team around the work. There is a different kind of satisfaction in being able to follow something from the first sketch all the way to the finished object.
There is also a lot I am learning about business itself: what should we make, what deserves to become a product, how much should we produce, and how do we maintain quality while growing? More importantly, how do you build something commercially viable without allowing the commercial part to dictate every creative decision? I do not have all of those answers yet, and I am comfortable with that.
What I do know is that I want Tohfa Shofa to grow through experimentation rather than by filling a catalogue. I want us to keep trying materials, developing our own ways of making things and creating products that feel recognisably ours. Over time, I hope this Journal becomes a place where we share some of that process too: the ideas behind what we make, the experiments that work, the ones that do not, and the decisions that slowly shape the brand.
Right now, the team is small, the studio is growing and there is a long list of ideas we have not made yet. That is probably the most exciting part. We are at the beginning of building not just a collection of products, but a way of working that I hope can grow into something much larger.
Thanks for being here at the start.
