Rooted in Lucknow’s centuries-old artistic legacy, Latika Jagwani creates a bold new narrative in home decor, where ancestral craftsmanship meets contemporary creative vision. As the founder of Loops by LJ, she creates what she calls “tactile paintings” that transcend the conventional boundaries of floor coverings.
Latika jagwani
Born from the contemplative silence of the pandemic in 2022, Loops by LJ has rapidly evolved from an Instagram experiment into a design phenomenon reshaping India’s luxury decor landscape. Jagwani, a Pearl Academy alumna who pivoted from a master’s in Australia to pursue her creative vision in India, has cultivated an ecosystem where innovation meets social responsibility.
Working with over fifty artisan families across Uttar Pradesh, her studio has become a testament to slow design and ethical production. Jagwani’s pieces truly transform spaces, challenging the notion that functional objects cannot be revolutionary works of art.
Today, in an intimate conversation as part of DTalks, Latika Jagwani unveils the journey behind Loops by LJ, offering a glimpse into how she challenges the conventional boundaries between functional decor and artistic expression and shares her vision for preserving India’s craft heritage through contemporary design.
Q. How would you describe your signature design aesthetic, and how has it evolved while working in India?
Latika Jagwani: My design aesthetic is a blend of modern minimalism and organic forms, emphasising texture and movement. I aim to create tactile masterpieces that spark a sensory experience while maintaining functionality. Over time, working in India has deepened my appreciation for traditional craftsmanship, which I now reimagine through contemporary designs. This evolution has allowed me to celebrate India’s artisanal heritage while addressing modern sensibilities.
Q. What influences and inspires your current work? Could you share some movements, designers, or elements of Indian culture that have shaped your practice?
Latika Jagwani: Nature remains my greatest source of inspiration, as seen in collections like Nature’s Nuances. The organic textures and fluidity in the natural world drive my experimentation with materials and techniques. Designers such as Sanjay Garg of Raw Mango and Ashiesh Shah have significantly influenced my understanding of how tradition and modernity can beautifully coexist. From the international stage, Josef Albers’ exploration of colour theory and Alexander Girard’s use of bold patterns have inspired my work with textures and form.
Q. Could you walk us through your creative process? How do you move from initial concept to final execution?
Latika Jagwani: The process begins with a deep dive into research and mood-boarding, where I explore themes, textures, and colour palettes. I then sketch out rough ideas, often drawing inspiration from natural elements or cultural motifs. Once a concept is solidified, I collaborate with artisans to experiment with weaving techniques and materials. Prototyping, lots and lots of prototyping plays a crucial role, allowing us to refine every detail before moving to the final execution. It’s a highly iterative process, with a focus on both the visual appeal and tactile experience of the design.
Q. Your work often involves collaborations with artisans and other creatives. What draws you to these partnerships, and how do these collaborations enrich your design practice?
Latika Jagwani: Collaborations with artisans are at the heart of my work, as they bring invaluable expertise and a rich legacy of craftsmanship. These partnerships allow for a meaningful exchange of ideas, blending traditional techniques with contemporary design language. Working closely with artisans also ensures that the designs carry a story, rooted in their hands and heritage, which enriches both the final product and my design philosophy.
Q. Looking back at your portfolio, which project represents a significant turning point in your career, and among your recent works, what project are you most proud of and why?
Latika Jagwani: The Moss Mania rug was a pivotal project for Loops by LJ and its brand identity. It was our first-ever textured rug, custom-designed for a client who wanted something bold and unconventional. Creating this piece opened us to the endless possibilities within rug design, moving beyond flat surfaces to explore depth and dimension. The overwhelmingly positive feedback we received completely shifted our outlook, encouraging us to experiment further with textures. This one rug laid the foundation for future collections and solidified my vision of rugs as tactile art pieces.
I’m particularly proud of Dancing on the Tightrope, a collection showcased at RAW Collaborative. This collection draws inspiration from the circus, with its vibrant energy and unpredictable forms.
In this collection, we capture the essence of life’s delicate balance through the lens of a circus. Inspired by the vibrant world under the big top, Dancing on the Tightrope reflects the contrasting energies and the artful balance that circuses represent. From the smooth lines of tightropes to the bold, dramatic colors that echo the liveliness of performers, each design within this collection tells a story of harmony amid chaos. By incorporating varied pile heights and abstract shapes, it represents the chaos and harmony of life, making it both visually and conceptually distinct.
Q. What unique challenges and opportunities have you encountered as an emerging designer in the Indian design industry, and how are you working to overcome these obstacles?
Latika Jagwani: The dual challenge of preserving traditional craftsmanship while adapting to contemporary design expectations is both complex and rewarding. There’s a constant need to educate the market about the value of artisanal work and its pricing. On the flip side, India’s rich heritage and diverse craft techniques offer endless opportunities for innovation and storytelling, which continually inspire my designs.
As an emerging designer, one of the biggest challenges I faced was breaking into a highly competitive market where established players dominate. Convincing clients to see the value in bespoke, handcrafted rugs—especially in an industry where mass production and speed often overshadows artistry—was initially difficult.
To overcome these hurdles, I focused on building a strong brand identity for Loops by LJ, emphasizing our unique combination of modern design with traditional craftsmanship. Storytelling became a key tool for us—whether through our collections like ‘Nature’s Nuances’ and ‘Dancing on the tightrope,’ or collaborations with architects and interior designers. Mostly participating in renowned exhibitions like the AD Design Show and RAW Collaborative gave us credibility and visibility.
Q. How do you approach sustainability and eco-friendly practices in your designs, particularly considering India’s traditional wisdom and contemporary environmental challenges?
Latika Jagwani: Our production operates on a small-batch model, which allows us to maintain quality while minimizing waste. We actively avoid using polyester yarn to reduce our environmental impact and prioritize biodegradable materials.
In addition, we repurpose leftover materials and create unique one-of-one pieces, giving waste a second life and celebrating the beauty of imperfection. By combining these efforts with traditional artisanal techniques, we aim to promote slower, more thoughtful consumption while preserving India’s rich heritage of sustainable craftsmanship.
Q. How do you build visibility and reach out to potential clients – what platforms and strategies have worked best for you?
Building visibility and connecting with potential clients has been a combination of digital and offline efforts. Social media platforms, especially Instagram, have been instrumental in showcasing our work. With carefully curated content, behind-the-scenes glimpses, and collaborations with influencers, we’ve been able to reach a larger audience and engage directly with potential clients.
Apart from social media, participating in exhibitions like RAW Collaborative, design fairs, and collaborations with architects have opened new doors for us. These platforms help us connect with a niche audience that appreciates our craftsmanship. We have been lucky being featured in leading design magazines and websites, which not only enhanced credibility but also puts us in front of a discerning audience.
Q. From your experience, what are the crucial dos and don’ts for young designers trying to establish themselves in India, and what professional forums or communities would you recommend they join?
Latika Jagwani: To establish yourself as a young designer in India, it’s crucial to build a strong identity that sets you apart. Focus on your unique strengths and ensure consistency across your designs, brand communication, and storytelling. Networking is key—connect with architects, designers, and potential clients through exhibitions, fairs, and digital platforms. Always prioritize quality and craftsmanship; your work is your best advertisement. Leverage social media and professional platforms to showcase your portfolio and reach a wider audience. On the flip side, avoid overcommitting, as maintaining consistent quality is vital. Don’t ignore the business side of design—understanding pricing, marketing, and client relationships is as important as the creative process. Finally, stay true to your vision instead of chasing trends, as authenticity is what builds long-term success.
Q. As you look ahead, what kind of projects or directions would you like to explore?
Latika Jagwani: I’m keen to explore installations that merge rugs with other materials, creating immersive spaces that tell a story. Additionally, I want to experiment more with bespoke projects, collaborating with architects and interior designers to create site-specific pieces that redefine spaces.
Q. For aspiring designers looking to make their mark in India’s design landscape, what wisdom would you share from your journey?
Latika Jagwani: Focus on what feels authentic to you, but stay open to learning and evolving. Your heritage is a goldmine of inspiration, so explore it in your own way without being afraid to experiment.
Collaboration is a game-changer—it brings fresh perspectives and pushes you out of your comfort zone. And honestly, there will be days when things feel like they aren’t working, but trust the process and keep going.
Image courtesy: Latika Jagwani
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