A product that is beautiful is simply a beautiful product. But a product that is beautiful and connects you deeply enters a world of personal meaning. Gifts often work this way. When someone you love takes the time to give you a beautiful gift, the gift’s beauty is a part of it – the other part is the person’s love for you, the intention behind the gift.
In working on Anchal’s Didi Connection Campaign, we realized the unique potential for our products to connect women to each other. Didi scarves connect us with a deeper understanding of sisterhood. Your sister is not just a the woman you happened to share a mother with, she can be anybody. She might live across seas, in another country – struggling the way many women today still do. In that way, Didi scarves aren’t just gorgeous scarves, they’re also symbols of collective meaning.
Here is a recent note I got from our Didi Heather:
“Today, I have just ordered three Didi Scarves and a baby quilt – I can’t tell you how happy it makes me to buy these beautiful things knowing that our sisters in India will be helped a little and that I will be the beneficiary of their beautiful handiwork. You are my Didi, your Mom is my Didi – we are all Didis together.”
This is a new age of conscious consumerism – let’s continue to surround ourselves with beautiful, meaningful products that connect us with something deeper and make a difference in this world.