Hussah Al Tamimi, Nur Kaoukji, and Noor Al Sabah
Placed on a table is a Jaisalmer marble pillared bukhoor burner, Jaipuri hand-block printed placemats featuring dhows, and hand-painted glazed ceramic plates with palm trees and falcons. They all beckon the eye. In 2013, three childhood friends – Nur Kaoukji, Noor Al Sabah, and Hussah Al Tamimi – embarked on a creative journey and launched their lifestyle brand, Ecru. Inspired by their love for traditional Arab hospitality and the rituals they grew up with in Kuwait, the Ecru universe fuses quintessential elements from the region with artisanal craftsmanship to create unique homeware objects and clothing. From the get-go, the brand’s vision was about celebrating craftspeople from various regions, including India, Morocco, and Lebanon.
As Ecru turns 10, the trio is exceptionally proud of what they’ve achieved. In 2021, they opened a brick-and-mortar store in Jaipur – a significant milestone for the brand. And last month, they released their collection Retrospect, which reflects the past decade. “When we started Ecru, the love for arti sanal craft was not as mainstream as today, especially in the Middle East. But we stuck to our narrative – we decided our story would be about teaching people the beauty of craft because we genuinely believe in it. And now, we’re being applauded for it,” says Al Sabah.
Ecru integrates elements from the region into both homeware and clothing
Ecru, which translates to fabric in its raw state, first started as an online platform for artisanal clothing before quickly expanding into handcrafted homeware. “I was initially working in fashion in Kuwait, but my role quickly became very retail-oriented, and there was a lack of creativity,” recalls Al Sabah. Meanwhile, Kaoukji had been living in Jaipur since 2006 and was working with jewelry designer Munnu Kasliwal of Gem Palace. Through her work, she had already built a network of local artisans. “One day,…
