Designer DETAIL - Bholu

The amazing story behind these inspired interior designs….

Designed in Australia, and brought to life by traditional Gujarati women artisans from remote India, Jodie Fried's hand embroidered interior designs all have a unique history and personality.

"There is a story behind these pieces. I want people to know how they have come to life, and to enjoy them for their individuality."

The story of Bholu

During a stint in India, where she fell in love with the country and the people, Jodie Fried helped a village in remote India to get back on its feet, and found a whole new way of life.

“Bholu was born after I had been living in India for a couple of years. After the devastating Jan 2001 earthquake which flattened most of Gujarat, I went to assist aid for traditional village situated in the desert region of Kutchchh, in Western Gujarat, India, near the border of Pakistan.”

“I experienced amazing hospitality by these incredibly rural and poor traditional people. I became particularly close with the women, whose beautiful traditional embroidery is only really used for their own clothing. Their skill and art amazed me, and I thought immediately, I have to do something with this.”

“A few years later, I went back with my designs. I achieved some amazing results, which excited me and started the possibility for production. The women laughed at the lack of sophistication of my designs and thought that their "Bholu" could do better! (Bholu meaning a small child, often a term of endearment to a grandchild) - The name stuck and Bholu was born!”

Living room treasures

Bholu designs are simple, textural and bold and are designed for contemporary interiors and modern day living. Items include cushions, throws, bags and journals, all made from felt with silk hand embroidered stitching.

Racy Red

A colour for energy and passion, it’s no wonder vibrant red is a favourite of Jodie’s.

“I love the red cushions, red bed throws, red slippers, red elephant toy. I have a special affection for the kids range. They are so adorable, particularly knowing how they were developed and designed.”

Bholu's growing up.  

The world is eagerly waiting for Jodie and her designs.

“Bholu has been busting at the seams to grow internationally, this is our next big thing. We also are about to launch an exciting new kids range of bed linen and toys.”

“Bholu is growing at a rate I never expected. I started this as a small side project to my film design career and it has taken over. I still balance work in the film industry, but it is getting harder.”

Where can we find?

Bholu designs are stocked in fine homeware stores around Australia and New Zealand including Chee Soon Fitzgerald, Papaya, Funkis, Sydney and Hub Furniture, Nest Homewares, Hermon & Hermon and Luft in Melbourne - for more info check out the Bholu website www.bholu.com.