Beyond Borders: How I Strive In Keeping Kashmiri Craftsmanship Alive

When I arrived in Canada in August 2023, I carried more than just dreams and aspirations—I brought with me the rich heritage of Kashmir’s centuries-old craftsmanship. As a mother of two and an experienced education counsellor, my journey is a testament to cultural resilience, entrepreneurship, and my unwavering commitment to preserving my homeland’s artistic traditions.

Rooted deeply in Kashmiri tradition, I come from a family with a long-standing legacy in craftsmanship. My father, Peer Zahoor, is a successful businessman who owns multiple Kashmir Arts stores across India and a hotel in Srinagar. My husband, Monis Mir, is the fourth generation of a family business involved in organic health foods and Kashmiri saffron. Our combined heritage and passion for Kashmiri artistry led us to found Crafts and Charm, a brand dedicated to bringing authentic Kashmiri handicrafts to Canadian shores.

We are starting from scratch, putting in the hard work—exhibiting at cultural events, spreading the word, building connections, and creating an online platform and a loyal customer base.

Preserving Tradition Through Craftsmanship

We specialise in exquisite Pashmina shawls adorned with traditional Sozni, Kani, Kalamkari, and Aari embroidery—each a masterpiece of intricate handwork. Pashmina isn’t just clothing; it’s an emotion. The feeling of wearing an authentic shawl or placing a handwoven silk carpet in your home is unmatched.

Beyond shawls, we offer a diverse range of Kashmiri handicrafts, including walnut woodwork, paper mache artefacts, and Kani jackets—all of which reflect the region’s cultural depth. By preserving these age-old techniques and infusing them with modern aesthetics, we are ensuring that Kashmiri artistry remains relevant in the contemporary marketplace.

Despite being new to Canada, Crafts and Charm has already made a significant impact. I have showcased our products at multicultural events and exhibitions, drawing attention from diverse audiences. Our booth has even attracted high-profile guests like Deputy Prime Minister Chrystia Freeland. Participating in events such as Diwali markets and Ramadan expos, I am not only building a business but also positioning myself as a cultural proponent, bridging the gap between Kashmiri heritage and Canadian society.

In a world dominated by mass production, there is a growing appreciation for meaningful, handmade art. That’s where we come in.

Innovating While Honoring Tradition

A key aspect of our success is blending innovation with tradition. I am keen on preserving traditional techniques while enhancing them with modern branding, design, and digital storytelling. Machine-made and handwoven items are worlds apart. To reach a broader audience, we leverage Instagram, online sales, and collaborative exhibitions, making Kashmiri art accessible to a global clientele.

Transitioning to a new country comes with its share of hurdles. From understanding different market dynamics to balancing business, motherhood, and ongoing studies, I acknowledge that the journey is anything but easy. Relocating means adapting—not just personally but also professionally. Every day brings a new challenge, but also a new opportunity.

We aim to expand our catalogue to include fragrances, introduce seasonal product lines, and build a flexible business model that prioritizes agility over a traditional storefront. With a clear vision and deep cultural roots, we are set to redefine how the world experiences Kashmiri handicrafts. Through Crafts and Charm, I am ensuring that these centuries-old traditions not only survive but thrive in a new global era. By weaving the past into the future, I am creating a legacy that will be cherished for generations to come.

Authored by Nida Monis, Co-founder and managing director, Crafts and Charm. Views expressed by the author are their own.