Meet the Maker: Vrinda Dugar – Art By Vrinda

We catch up with Vrinda Dugar to discuss her brand, Art By Vrinda, which is not just about affordable art for a contemporary lifestyle but also about wearable art and designs for lifestyle products.

Art by Vrinda is a soulful melange of aesthetics and creativity.” – Vrinda Dugar

Vrinda Dugar is based in Jaipur. She ideates, creates, designs, paints, markets, and reaches out to her audience. We talked to her to get to know her work and vision better. You are cordially invited to the conversation. Welcome.  

What were you doing before you started doing this?

I was studying and I started my brand while pursuing academics. I have a Masters in English Literature. Art By Vrinda started out with providing affordable art for a contemporary lifestyle. But now, I have diversified and I design surface patterns for lifestyle products, apparel & export houses across the country.

Why did you choose to do what you do?

Art and Design is all that I’ve ever wanted to do. I’ve been in love with colours for as long as I can remember. Till date, I’m like a kid in a candy shop when I enter a stationary outlet. I’m following my heart and doing just what I dreamed of doing.

We are fascinated by names. What’s the story behind your brand name?

No story. It was the first name that struck me. I liked it as it pretty much explained my body of work and so it stayed.

 

Which are your best selling products?  

To be honest, each painting is unique and has takers. This is art we’re talking about and different folks have different perspectives and requirements. It all depends on what catches their eye, the interior and vibe of their home, etc. In addition, I also customize paintings if my client is looking for something in particular or wants something specific. In that case we talk, brainstorm and exchange ideas/notes, after which I get started on the customization.

What kind of people do you create your products for? 

My aim is to cater to every strata of society – be it through my paintings or my surface patterns. Art is catching on in a big way today and everyone looks for an art work or two to invest in and adorn their walls with. Art By Vrinda offers a variety of paintings (and customizations) to choose from, across a versatile and pocket-friendly price range in a bid to make art more accessible to everyone.

What are the challenges you face in connection with achieving your goals?

The challenges I faced were more from the family front – they were apprehensive about my career choice and not very happy with me. But their perception has now changed for the better. All my clients till date have shown full faith and confidence in my ability as an artist and designer (though I’m trained in neither discipline) and also give me absolute artistic license to work as I please.



Where do you see your brand three years from now?

I want to see more and more homes adorned with original paintings by Art By Vrinda – I wish to see my brand become a go-to name for those with good taste looking for originality and creativity at pocket friendly prices. Simultaneously, I also see myself operating my own surface pattern design house that caters to the design needs of labels, brands & export houses across the country (I’ve already taken a step towards this and I’m currently setting up my office in Jaipur the interiors of which are being currently done). 

What would you be doing if you weren’t doing this?

I can’t imagine myself doing anything else. Ever since I was 19, I’ve worked hard and with single-minded focus to get where I am today, and this is just the beginning.

Visit the Art by Vrinda Shop on Engrave.

Avinash Subramaniam

Avinash has been an advertising writer, fiction writer, poetry writer, freelance writer and serial wronger. Other roles he has been in include those of an editor, brand builder, and teacher. His interests include advertising, scrabble, body building, chess, cinema, making money, reading, internet culture, cricket, photography. To hear him air his thoughts, follow him on Twitter @armchairexpert.

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