Concerned about the deteriorating quality of craftsmanship in traditional textile crafts in her native country, and the lack of emotional connection between maker and craft, Seher decided to address this through her own design and craft practice and started the project. S jo’s unique pieces reignite passion, excitement, and inspiration between craftswoman and her traditional craft. By encouraging creativity, design thinking, and design decision-making, it enables personal development of the women while creating a sustainable fair wage income.
The work has been sold at the Victoria and Albert Museum in London among other venues. It was featured in the World of Interiors magazine and listed as an ethical brand in the Ethical Fashion Forum directory of 2016.