The trio behind House of Setu - Ritu, Preeti and Seo Lay - came together rather unexpectedly. Each was at a crossroads in their careers and personal lives. Ritu, fashion designer, was a full-time mommy to a newborn. Preeti, TV actress, had just moved to Singapore. And Seo Lay, who has an innate flair for design, was looking to step away from the corporate world. A reunion between friends (new and old) paved the way for an ingenious partnership. And boy are we glad it did!
Looking to preserve mementos of the past in the present and carry them forward to the future, House of Setu effortlessly fuses old world charm with modern sensibilities. Themselves always on the look out for one-of-a-kind and custom pieces, the trio create only a few pieces in each design. Only by hand. And only in-house. Each a labor of love - and age-old craft of hand embroidery, - some pieces can take days to complete.
Always on the go and across time zones, we had a hard time catching the House of Setu trio in their entirety. Preeti graciously volunteered to represent the team.
What was the inspiration behind your latest collection - 'Fun with Wool?'
This collection reflects the fascinating encounter of the austerity of metal accents with the delicacy of wool. With a geometric visual feast of interactions between the two elements a minimalist approach has been employed with this collection. The color palette comprises fresh and vibrant colors like fuchsia, orange, turquoise etc.
What are the 5 things you cannot live without?
My morning pot of tea, tweezers, sunscreen (can’t manage without that in sunny Singapore), notebook and pen (always in my handbag)
Where would you go in a time machine?
I’d rather be in a time machine that makes me focus on my present! Right here, right now.
What super power would you like to have?
To fly! The perks being escape from traffic and a holiday anytime :)
What's one cause that you would want people to rally behind?
Food ethics. There needs to be more awareness towards the way food is produced and processed and correspondingly a reflection on food choices we make.
What's your vice?
It’s not easy for me to be diplomatic. I call a spade a spade.