The Stushè Story

In 2021, during the long, meandering days of COVID, I tried everything to escape the boredom. Resin art. Doodling. Cement crafts. Even NFTs. Nothing stuck.

Then one day, a crochet bag popped up on my Pinterest feed. And something clicked.

As a fashion student, I'd studied crochet — but honestly, my mother had quietly rescued me through every assignment. Now, with nowhere to be and YouTube as my only teacher, I decided to figure it out myself. The first attempts were a mess. Wrong yarn. Dropped stitches. Hours of work unraveled in minutes. But I kept going. And eventually, my first bag came together.

That bag wouldn't stay hidden. I'd casually keep it nearby while working on clothing design projects. People noticed. They asked questions. Then they asked to buy. Orders trickled in — until a festive batch of 30 bags for Raksha Bandhan made me realize this was more than a hobby.

Designing clothes on paper was fulfilling. But creating something entirely with my own hands felt different. It felt real.

And so, Stushè was born.

What started as a passion project in a Mumbai apartment became something far bigger than I imagined. In under a year of launching our website, Stushè crossed ₹10 million in D2C revenue — sold at exhibitions across India, worn by thousands of women who chose craft over fast fashion.

Today, every Stushè bag is handcrafted using premium vegan yarns by a team of 50 women from underprivileged backgrounds. They came with craft skills and a need for steady income. They stayed because this became theirs too. No two bags are exactly alike — the slight variations aren't flaws, they're signatures. Proof that a real person, with real hands, made something meant just for you.

In a world obsessed with speed, Stushè is a quiet rebellion. Purpose and profit aren't at odds here. They're inseparable.

— Stuti Shetty, Founder