To truly know a culture is to go beyond mere observation.
Geethica Naidu
At AME, our commitment lies in preserving the legacy of India’s craft traditions with intention and respect. We trace each craft back to its origins—its land, its people, and the stories that shaped it. We study how these practices have evolved, how they exist today, and what they need to remain relevant in the future.
Our work with artisans goes beyond collaboration. We see them as partners in revival, custodians of knowledge passed down through generations. By designing thoughtfully and engaging responsibly, we strive to create a space where their skills are valued, their stories are acknowledged, and their livelihoods are strengthened.
For us, empowerment begins with appreciation—recognising the depth of human hands, time, and memory embedded in every craft. Our hope is to ensure that these traditions do more than endure: that they continue to inspire, adapt, and empower the generations to come.
The most recent of them all began with a single garment—born from a moment of quiet frustration, when textiles from outside our borders were being celebrated as the pinnacle of luxury and aspiration. In response, I chose to collaborate with local artisans. Over two and a half months, khadi yarn was handspun, dyed in natural indigo, and woven into a fabric. The resulting blazer, completed in three months, was finished with ceramic buttons—every part of it handmade.
This wasn’t just about cloth. It was about crafting a quiet resistance. About telling a story that belongs to us—of India, its essence, its culture, and its diversity.
AME for me is a way to hold space for the invisible, to honour the overlooked and bring them into relevance. A conversation between time and thread; and between art and meaning. I’m only trying to listen closely—and translate what I hear into something that might last.
AME: Where Art & Heritage Tell Their Story
AME is a timeless story of the beauty of our roots, the lasting essence of artisan work, and the hands that keep it alive. It is a profound and personal tribute to our founder, Geethica Naidu’s stirring journeys to the culture clusters of India. She breathes life back into India’s fading crafts, overshadowed by fast and fleeting trends. Here, the cherished symbols of our heritage are reawakened—this time, to stay.
At AME, we are committed to preserving our legacy. We trace the origins of each craft, document its evolution, and work closely with artisans, not merely as collaborators, but as partners in revival. We believe that true empowerment lies in appreciation, in ensuring these traditions do not merely survive but continue to inspire, evolve, and empower the generations to come.
Our Studio
AME Design Studio is a sanctuary of art and craft, a celebration of artisans, and a canvas for visual storytelling. The door opens into a quiet yet vibrant space, where clean lines and soft, understated aesthetics make a subtle yet profound statement. Awash in natural light that gently filters through the double-height studio, it reflects Geethica’s inner world, where every corner bears her ethos of craft revival and preservation of craft-keepers.
Rooted in a holistic approach to design, the sweeping studio promotes conscious, slow, and mindful creation over high-speed design. It is home to emotive painting and art displays, workspaces, a welcoming waiting lounge, and a boutique that features curated pieces with purpose. At the heart of this serene studio stands a floor loom, an anchor to her creative flow, also a place you’ll often find her. Evolved organically through Geethica’s experiences and emotions, today, the studio is an ode to creative diversity and meaningful change. It is a space that breathes with artistic purpose, where ideas are nurtured and creative collaborations take shape with courage and poise.