A Founder’s Diary: A Sustainable Journey to London
I’ve just wrapped up three insightful days at Top Drawer in London. While I’m excited to share my thoughts on the experience and the incredible brands I encountered, I wanted to take a moment to reflect on something different—my journey to London itself. One thing I’ve realized as I build The Belvedere Trading Company (TBTC) is that while aspects of the business may evolve over time, my commitment to sustainability in all its forms will always remain constant. Sustainability isn’t just about the products we offer; it’s a way of life, a mindset. This belief shaped the lens through which I experienced my 19-hour journey from Delhi to Abu Dhabi and finally to London. Along the way, I noticed small yet impactful sustainability initiatives that inspired me and reinforced the importance of conscious choices. It started with my airline, Etihad Airways, which impressed me with its thoughtful approach to sustainability. As a humble economy passenger, I was grateful for the little luxuries like hand cream and an eye mask in the amenity kit. But what truly stood out was the bag itself—made entirely from recycled plastic bottles. It’s a small detail, but it represents a big step toward reducing waste. Initiatives like this remind me that even in industries with significant environmental footprints, such as aviation, meaningful progress is possible. During my layover at Abu Dhabi’s Zayed International Airport, I was equally delighted by the efforts of brands like Camden Food Co., which stood out for their commitment to offering sustainable alternatives. They sold reusable metal straws and jute bags, reducing reliance on single-use plastics, and provided free paper bags for takeaway meals. These small but impactful changes make it easier for travellers to make sustainable choices, even on the go. As I explored the airport further, I stopped for a coffee at Boncafé, part of the Rainforest Alliance. Knowing that their coffee is sourced from farms following sustainable practices made the experience all the more enjoyable. It’s heartening to see airports partnering with brands that prioritize sustainability, fair trade, and environmental responsibility. These partnerships not only promote eco-friendly practices but also make travellers more conscious of their purchasing decisions. Small efforts like these may seem insignificant in isolation, but over time, they add up to create a significant impact. They also serve as a reminder of the responsibility organizations have—not just to their customers but to the planet. I hope to see more businesses adopting such practices and giving platforms to brands that embody principles like sustainability, fair trade, quality, empowerment, and cultural preservation. While my journey was filled with inspiring examples of sustainability, one experience in London stood out for its social impact. During a stroll through Battersea, I came across a non-profit thrift shop, a place where my love for second-hand treasures and meaningful initiatives intersected. The shop, run entirely for charity, donates all its proceeds to supporting residents in hospice care. It was heartwarming to see how something as simple as repurposing clothing can be transformed into an act of kindness and sustainability. Thrift shops like this remind me of the immense potential for such initiatives in India. Every year, millions of tonnes of old and new clothes end up in landfills in our country—clothes that could easily be repurposed. Imagine the difference we could make by establishing similar non-profits focused on repurposing textiles and supporting local communities. It’s a model that’s not only sustainable but also deeply impactful. As I reflect on these experiences, I feel hopeful. Every small effort, whether it’s a recycled amenity kit on a flight, a sustainable coffee brand at an airport, or a charitable thrift shop in London, contributes to a larger movement. These examples inspire me to continue integrating sustainability into TBTC—not just in the products we offer but in how we approach every aspect of the business. This journey wasn’t just about getting from Delhi to London. It was a reminder of the possibilities that lie ahead when individuals and organizations commit to making conscious, thoughtful choices. I look forward to seeing more of these efforts in action and to contributing to this collective journey toward a more sustainable future.
A Founder’s Diary: Laying the Groundwork for TBTC
As I sit down to write today, I can’t help but feel a mix of excitement and purpose about the path ahead. Building The Belvedere Trading Company (TBTC) has been as much about preparation and learning as it has been about passion. Over the past months, I’ve immersed myself in the world of craftsmanship, sustainability, and design, laying the groundwork for what I envision to be a company that bridges cultures, supports artisans, and delivers exceptional products to buyers in Europe and Australia. One of the most enriching parts of this journey has been visiting trade and craft fairs across the country. These fairs are more than just marketplaces—they are vibrant hubs of creativity, tradition, and innovation. Each event I attend deepens my understanding of traditional craftsmanship and sustainability initiatives while giving me valuable insights into design trends and market demands. It’s an ever-evolving industry, and staying informed is critical to TBTC’s mission of offering meaningful, timeless products. These fairs have also provided the opportunity to meet incredible artisans and manufacturers from across India. Their dedication to their craft is awe-inspiring, and the wealth of talent I’ve encountered has enabled me to build an extensive directory of vendors. These are the skilled individuals and organizations I will rely on to source high-quality, bespoke homeware for our European and Australian buyers. What excites me most is the versatility of these artisans. Not only do they offer extensive catalogues of their own designs, but they can also manufacture custom pieces tailored to buyers’ specifications. Whether it’s handwoven rugs made from jute and natural fibres, cotton and wool throws, or homeware crafted from recycled materials, their craftsmanship speaks volumes. Sustainability is deeply embedded in their work—dyes are either natural, derived from flowers, or Azo-free, ensuring minimal environmental impact. This aligns perfectly with TBTC’s commitment to ethical and eco-friendly practices. But this isn’t just about creating beautiful products. I want TBTC to be a platform for collaboration and innovation. That’s why we’re extending an invitation to independent designers to partner with us. Whether it’s for exclusive holiday collections, luxury interior design projects, or bespoke home edits, I believe that blending fresh creative ideas with traditional craftsmanship can result in truly exceptional pieces. These collaborations also ensure a dynamic, ever-evolving product line that caters to diverse tastes and needs. My commitment to staying at the forefront of the industry doesn’t stop at local fairs. In January, I’ll be heading to the UK to attend several prestigious trade events: Top Drawer (London): A premier showcase of creative design, offering inspiration for curated homeware collections. LARTA (London): An incredible platform for antiques and art, which helps me stay connected to heritage and design traditions. Spring Fair (Birmingham): One of the largest exhibitions in the UK, highlighting the latest trends and innovations in the homeware and lifestyle industry. These events aren’t just about discovering new products or trends. They’re opportunities to meet brands and designers, exchange ideas, and foster long-term partnerships. By interacting with industry leaders and innovators, I hope to promote TBTC’s services and build relationships that will enrich our offerings and expand our global presence. Every step of this journey feels like a building block toward something greater. The preparation—the research, the meetings, the travel—isn’t just a means to an end. It’s a vital part of the process, ensuring that TBTC is rooted in authenticity, quality, and sustainability from the very beginning. As I continue to grow this business, I feel immense gratitude for the artisans, designers, and partners who have already joined me on this journey. Their stories, skills, and visions are what will make TBTC more than just a trading company; they’ll make it a bridge between tradition and innovation, between craftsmanship and modern living. I look forward to seeing where this path takes us next. With each new connection, product, and collaboration, TBTC gets one step closer to becoming a brand that champions meaningful design and thoughtful consumption. The future is full of promise, and I couldn’t be more excited to be part of it.
A Founder’s Diary: The Heart of TBTC
Sitting here today, I find myself reflecting on the incredible journey of starting The Belvedere Trading Company (TBTC). It’s not just a business—it’s a piece of my heart, built on values that have guided every decision, every product, and every partnership. My journey began in the world of leather products, where I worked in operations for a retailer known for its craftsmanship and attention to detail. Over the years, I honed my skills in quality control, procurement, planning, and logistics—each role teaching me the importance of precision, consistency, and care. This experience shaped my understanding of what it takes to create and deliver products that truly stand the test of time. From the very beginning, one word has been central: quality. For me, quality is more than meeting standards—it’s about honouring the craftsmanship and care behind every piece. At TBTC, this ethos drives everything we do. Every product, whether it’s a rug, vase, or ceramic, reflects the dedication of artisans who have spent generations perfecting their craft. My years in quality control taught me to recognize excellence, and I carry that commitment into TBTC by partnering with artisans whose work embodies patience, skill, and heart. But offering beautiful, long-lasting products isn’t enough. For me, sustainability is a non-negotiable value. We live in a world where every choice we make has an impact, and as a business owner, I feel deeply responsible for ensuring TBTC operates with the planet in mind. That’s why I’ve partnered with manufacturers who share this commitment—those who use eco-friendly materials and low-waste traditional techniques. Sustainability isn’t just about doing less harm; it’s about creating products that are part of the solution, contributing to a healthier planet for future generations. The artisans behind our products are at the heart of everything we do. Many of them come from India, a country rich in cultural heritage and craftsmanship. Yet, these artisans often face challenges—declining demand, inadequate wages, and the risk of losing centuries-old skills. TBTC’s mission is to do more than preserve these crafts; it’s to empower the people behind them. My background in procurement and planning has helped me build partnerships that ensure fair wages, foster trust, and connect artisans to a global audience. We’re not just selling products—we’re uplifting communities and supporting families. I’ve always believed in the idea of conscious consumption. In a world obsessed with trends and disposability, I want TBTC to inspire a different approach. Every piece we offer is carefully curated, timeless, and meaningful. When someone brings one of our products into their home, I want them to feel a connection—not just to the object itself, but to the artisan who made it and the values it represents. It’s about buying with intention, about choosing items that align with a deeper purpose. For me, design is never just about aesthetics; it’s about storytelling and purpose. A handwoven rug isn’t just a decoration—it’s a testament to culture, history, and the hands that wove it. My experience in logistics has shown me how to ensure these meaningful products reach their destinations safely and seamlessly, preserving their value and story. I want the spaces we inhabit to feel enriched by these stories, to be a reminder that beauty can go hand in hand with meaning. When I look at TBTC’s core values—quality, sustainability, empowerment, conscious consumption, and purposeful design—I see them as more than business principles. They’re reflections of the world I want to live in. This journey is about more than profit; it’s about creating a ripple effect of positive change. I’m often asked what motivates me to keep going. The answer is simple: the impact we’re making. Knowing that we’re preserving traditions, supporting artisans, and offering products that our customers can truly feel good about keeps me inspired every day. TBTC isn’t just a company; it’s a legacy I hope to build—one of purpose, sustainability, and empowerment. It’s a chance to make a difference, one thoughtfully crafted piece at a time.