One of the oldest surviving cities in the world, 3,000-year-old Varanasi (also known as Banaras) is located along the banks of the Ganges River, and is visited by more than a million tourists a year. Many of these visitors come on a pilgrimage, because Varanasi is considered to be holy ground for Buddhists, Hindus and Jains. Others come to watch the master weavers perform their delicate work at larger than life size foot-powered handmade looms passed down through generations.
Within the past several decades, machine-made silks and inexpensive imports have flooded the global market, competing with these luxury silks and forcing many weavers to abandon their craft. To help protect the integrity of their work, in 2009 the Varanasi weavers jointed together to acquire Geographical Indication (GI) rights, a type of regional trademarking, for their silks and brocades. The GI mark indicates that the sari is a genuine Varanasi creation, made using traditional methods of loom weaving. In addition, this niche market has recently been given a boost due to the increased global interest in promoting and marketing sustainable crafts and businesses around the world. To help foster and develop this burgeoning market, Loom to Luxury has dedicated itself to preserving, marketing and distributing the handwoven treasures of Varanasi.
In addition, Loom to Luxury is establishing training programs for the next generation of weavers, as well as paid employment opportunities for the women of the region. By building economically viable production, marketing and distribution plans, Loom to Luxury is helping Varanasi’s weaving industry to not only survive, but prosper.
As a result of these initiatives, New York-based fashion house Maiyet has already formed a distribution partnership for these luxurious silk creations — a partnership that promises not only more work for the Varanasi weavers, but more worldwide demand for their products.