Our quality and designs truly speak to the world
In the world of luxury interiors, where quiet sophistication meets cultural depth, Studio Abrash stands as a testament to India’s enduring artistry. For over three decades, the atelier has been weaving bespoke rugs that grace the floors of global icons—from royal residences in Monaco to hospitality landmarks like The Ritz-Carlton and Marina Bay Sands. At the helm is Sahil Jain, Co-founder of Studio Abrash, whose vision merges timeless Indian craftsmanship with a refined global sensibility.
In this exclusive interview with Fibre2Fashion, Jain delves into the ethos of Studio Abrash, the evolving tastes of discerning clients, the delicate balance between heritage and innovation, and how India is poised to lead the next chapter in global luxury through handcrafted excellence.
Why do you think discerning homeowners and designers are gravitating towards custom-made, artisanal products over mass-produced ones?
Custom pieces offer a level of emotional engagement that mass production lacks. They reflect identity and thought. Clients are increasingly aware of what goes behind a product, and they want to invest in something that is made for them, not just available to all.
How do natural fibres like wool, silk, or jute impact the design, performance, and appeal of rugs in modern interiors?
Natural fibres behave beautifully in architectural environments. Wool brings warmth and resilience, silk adds light and softness, and jute introduces a relaxed, organic texture. These materials also age well, get more durable over time, which aligns with the slow-living values of today’s homes.
In what ways can rugs influence the mood, flow, and identity of a space?
A rug holds emotional weight in a room. It can unify scattered elements, define zones, and create rhythm. Whether you want contrast or cohesion, a rug becomes the visual and tactile anchor that supports both function and feeling. You see the excitement a person has when they are moving into a new home. We like to keep that joy alive through the rug that we customise. It should truly reflect a person’s mood and personality at all times.
What inspired you to start Studio Abrash, and how did your personal journey influence the brand’s aesthetic and values?
Studio Abrash was born from a shared vision: to bring India’s finest hand-crafted rugs into the realm of contemporary living. Building on my many years of experience with Rooted in my early connection to the craft and strengthened by my partner’s global business experience, we set out to create a brand where heritage meets innovation. Studio Abrash is built on a foundation of thoughtful design, artisanal integrity, and a commitment to meaningful luxury.
In the world of luxury interiors, true elegance lies in personalisation. Today’s discerning clients seek more than aesthetic appeal—they long for spaces that reflect their identity. At Studio Abrash, this belief guides every piece we create. We see rugs not merely as decorative accents, but as storytelling elements that embody the mood, spirit, and soul of a space.
Each of our bespoke rugs is conceived by our talented designers and brought to life by master weavers using distinctive weaves and finishing techniques. The result is more than a rug—it is a deeply personal work of art that transforms interiors into intimate, soulful sanctuaries.
Your designs are known for their quiet elegance. How do you define ‘quiet luxury’ in the context of your work?
Quiet luxury is about presence without noise. It is the way any product feels and delivers the purpose of ‘luxury’. It does not seek attention but leaves an impression through texture, craft, and permanence. Stylish yet classy. Loud yet subtle.
Studio Abrash has worked with clients across continents. How do you cater to such a diverse clientele while staying true to your artisanal roots?
Every geography speaks its own design language, shaped by culture, architecture, and light. What remains constant for us is our commitment to thoughtful customisation. Our team collaborates with designers to adapt motifs, textures, and colour palettes while preserving the integrity of hand-knotting and artisanal construction. This flexibility allows us to respond to diverse tastes without ever compromising the soul of our product. In every part of the world, clients recognise and value the quiet luxury and authenticity that Studio Abrash represents.
How do you balance traditional craftsmanship with evolving expectations of modern luxury clients?
We achieve that balance by treating each rug as a dialogue between heritage and innovation. Our expertise spans a wide range of weaving techniques from Persian and Turkish knots to Nepalese and Soumak which allows us to tailor texture and finish to contemporary aesthetics. Material knowledge is ever growing. We work with everything from fine wools like Alpaca, Pashmina and Mohair to silk, nettle, jute, and even metal threads, selecting combinations that enhance both form and function. What remains constant is our commitment to craftsmanship. Beyond design, our facilities are certified by respected organisations, ensuring that all our artisans work in safe, fair, and dignified conditions. Every rug is woven with integrity and purpose, fulfilling the expectations of today’s conscious luxury consumer.
How can traditional textile-making techniques be preserved while still appealing to contemporary aesthetics and global markets?
Preservation must evolve through innovation. We retain traditional techniques but refine their expression through updated forms, tones, and textures. We believe this approach respects the roots while making the final product relevant to modern sensibilities. It ensures tradition stays alive through evolution, not imitation.
Can you walk us through the process of collaborating with international architects and interior designers on high-profile projects?
We approach each collaboration as a design dialogue. Designers share their vision and spatial parameters, and we respond with curated textures, construction suggestions, and artwork translations. We send physical samples, offer digital mock-ups, and remain involved through production to ensure accuracy and alignment. We begin by listening to their narrative through mood boards, spatial metrics, and fabric selections. Then we offer materials options and weave samples aligned with that vision. It is a back-and-forth process involving digital visualisations, hand-drawn sketches, and contextual field visits, ensuring each rug is crafted to the precise spirit of the project.
What does your inclusion in multiple Architectural Digest Top 100 Homes mean to you, and how has it shaped the brand’s recognition globally?
Being part of such celebrated homes is a quiet endorsement of our design relevance. It reinforces that our handcrafted pieces can belong in globally admired interiors. This brings in a sense of satisfaction that each uniquely curated rug at our studio is now appreciated at an elite space. This reach led to new and broader collaborations from royal palaces to luxury yachts to villas and five-star hotels and, more importantly, a deeper recognition of India as a centre for world-class design.
Your work is found in everything from royal residences to Architectural Digest’s Top 100 Homes. What draws the world’s elite to Studio Abrash rugs?
Discerning clients seek more than aesthetics. They want legacy and intention. Our rugs are handcrafted from start to finish, with a level of detail that speaks to timelessness. They are not just floor coverings, but heirloom-quality pieces designed to live with a space and evolve with it. Every elemental piece in homes that are featured in Architectural Digest is a work of art. They are appreciated and highly sought after. Our rugs too are seen as art by home decor enthusiasts, and we like to believe our quality and designs truly speak to the world.
With over 8,000 designs and customisation options, how do you help clients navigate choices to find the perfect fit for their spaces?
Our role is to simplify the process and make it intuitive for the client. We start by understanding the spatial layout, mood, and material palette of the interior. Based on that, our team curates options that suit the client’s design intent and functional needs. We treat the process as design curation, not just selection. We offer narrowed-down swatches, scaled renderings, and detailed consultations to guide clients to a piece that feels natural and intentional.
How does sustainability influence your production choices and client recommendations?
Sustainability is embedded in every aspect of our work. From hand-knotting techniques that reduce energy consumption to the use of old saree fabrics and recycled PET yarn, we ensure our rugs support low-impact living. We also advise clients on durable constructions that ensure long-term usage. We like to think circularity and luxury can co-exist elegantly.
Zero-waste production is rare in luxury interiors. How have you achieved this balance between artisanal craftsmanship and environmental responsibility?
Our commitment to zero-waste is rooted in the same philosophy that guides everything we do—thoughtful craftsmanship, personalisation, and integrity. Because each rug is made to order, we eliminate excess production and ensure that every piece is crafted with purpose. Leftover yarns are creatively repurposed into samples or small-batch editions. Our bespoke approach means every rug is tailored to individual specifications, avoiding the surplus that often comes with standardised collections. From consultation to installation, we focus on mindful luxury, offering an experience that feels curated, waste-conscious, and deeply personal.
Looking ahead, how do you envision India’s role in redefining luxury through heritage-driven, handcrafted exports like yours?
India’s design potential lies in its ability to blend legacy with narrative. Handcrafted exports like ours reflect a shift from fast consumption to conscious, culturally rooted luxury. With the right storytelling, Indian artistry can lead the next wave of global design influence. Several brands have already shown the world how Indian design can be both rooted and globally relevant. Each of them celebrates tradition, but with a refined design language that speaks to the modern consumer. At Studio Abrash, we see ourselves as part of that movement and establish a name next to Indian luxury.
