It is perceived as something that has a snob appeal and a niche and intimidating space. And I’ve consciously kept it that way. She loves her floral collection, her style is nature and abstract. So we started with daily products like coasters and trays.

The best thing about abstract art is that you can never recreate it. The idea is to get people to speak about art and contribute their writings. One leg of the business model is products, because that’s where the revenue is generated. This is something that’s just mine, so I don’t have any timelines or restrictions. The blog is shared on our social media platforms.I’m not oil Seal Manufacturers looking at what could be called competitors, and I’m not looking at their pricing and trying to figure if can I do better. She studied it in college and then lost touch when life got in the way. She took up art again seven years ago. It’s about getting in new age ideas about how people perceive art. That’s something we’re building right now. So one days it’s about products, the next day it’s about the blog, and the third day it’s something else. I have my mum, my fiancé, and my friends who are extremely supportive of this idea and who consider themselves part of the journey.Where do you see Artique going?n It’s been a very conscious decision to keep the map fluid at the moment.

Nazneen Dharamsey is on a mission to bring art into our every day. The idea is more about changing a mindset, as opposed to just selling a product. Now we’re also in the space of fashion and actually taking things out. So for Artique, it’s not about pegging yourself against anyone We are just creating our own thing and taking each day as it comes.How do you choose your designs? How do you decide which pieces make the cut?There are two kinds of paintings my mum does.

Stuff that she does for exhibits and sales, and the ones she does purely for pleasure.Of course I don’t think anything is really done in isolation. That’s where the idea came up from for making art part of your daily consumption.com. While art is very interesting, it is a small space and so unexplored. There’s no other restriction.Tell us about Artique’s journeyArtique turned three in November this year. Abstracts, as an art form on merchandise and home décor, is something you don’t see too often. The crux of Artique remains the same: we will always be about the everyday person, the everyday life and the role that art plays in that.

By arrangements with thecitystory. She studied it in college and then lost touch when life got in the way. I love the story behind each piece of art.Did you study art/design? And do you do all the work yourself or do you have a team?Artique is just me.

The minute you bring in other people, it’s different minds that get in the way. At the same time, on the side I’ve started conducting these little groups, like a book club, but where people get together to discuss art and artists. My mum is an artist. My mum is an artist. Even the artist can never really recreate it exactly the same. Her brand, Artique, sells products ranging from mugs and business card holders to bags and umbrellas, and she’s making sure we’re surrounded by art and beauty wherever we go. It’s a constant fight picking on the ones to use. Nazneen Dharamsey is on a mission to bring art into our every day. It started in the home scape; soon we realised offices are another space where people spend a lot of time. Art is such a holistic, expressive field and has so much untapped potential. Even a nine-year-old would have a clear view on how she perceives a particular piece of art. I love her abstracts. I try and inculcate that story when I’m trying to sell a product or talking to a prospective buyer: what’s the story behind this piece of art.What do you think makes Artique stand out?n I think the fact that we’re just not playing the game. Chatting Chai, for example, is things like the blog where we have everyday conversations over a cup of chai and try to bring art into the conversation. The other leg we’ve worked on and we’re building right now its experience. So at times my friend and I visit galleries around Mumbai and the blog about the experience. It comes straight from the heart.