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Looking forward to spending some quality time at Focus next week.

If you are at Chelsea on Wednesday I would love to see some familiar faces at my talk. I will be discussing the history, cultural influences and design motifs prevalent in traditional Kashmiri crewel and how The Crewel Collective is working with our artisans to produce new colourways and designs perfect for contemporary or traditional interiors. And we will be launching 3 new exciting designs too!

I hope to see you there. Serena x

Looking forward to spending some quality time at Focus next week.

If you are at Chelsea on Wednesday I would love to see some familiar faces at my talk. I will be discussing the history, cultural influences and design motifs prevalent in traditional Kashmiri crewel and how The Crewel Collective is working with our artisans to produce new colourways and designs perfect for contemporary or traditional interiors. And we will be launching 3 new exciting designs too!

I hope to see you there. Serena x

I’m looking forward to giving my talk at Focus 26 next week at Chelsea Design Centre. It’s at 11am on Wednesday 16th September in the showroom of Tissus d’Helene on the fourth floor.

I’m hoping to see lots of friendly faces - I’ll need some support. I’m a bit nervous!

#handembroidery #artisanmade

I’m looking forward to giving my talk at Focus 26 next week at Chelsea Design Centre. It’s at 11am on Wednesday 16th September in the showroom of Tissus d’Helene on the fourth floor.

I’m hoping to see lots of friendly faces - I’ll need some support. I’m a bit nervous!

#handembroidery #artisanmade

I’m looking forward to giving my talk, The Timeless Art of Kashmiri Crewel, at 11am on Wednesday 16th September in Tissus d’Helene’s showroom on the 4th floor at Chelsea Design Centre.

Please come and support me - I need lots of friendly faces!

#handembroidery #thecrewelcollective

I’m looking forward to giving my talk, The Timeless Art of Kashmiri Crewel, at 11am on Wednesday 16th September in Tissus d’Helene’s showroom on the 4th floor at Chelsea Design Centre.

Please come and support me - I need lots of friendly faces!

#handembroidery #thecrewelcollective

Some Indian gorgeousness to feed the soul! All images from my last visit to Jaipur.

Happy weekend! Enjoy!

Some Indian gorgeousness to feed the soul! All images from my last visit to Jaipur.

Happy weekend! Enjoy!

I’m always overcome by the beauty of the architecture and craftsmanship. A few pictures from my last trip - I’m counting the days until I can get back!

Happy weekend!

I’m always overcome by the beauty of the architecture and craftsmanship. A few pictures from my last trip - I’m counting the days until I can get back!

Happy weekend!

So what exactly is crewel work?

Crewel work is a traditional surface embroidery created using woollen yarn. The embroidery is created by hand using a chain stitch.

The result is depth and texture you simply can’t get from print.

Save this for the next time you are specifying an embroidered fabric.

#handembroidery #artisanmade

So what exactly is crewel work?

Crewel work is a traditional surface embroidery created using woollen yarn. The embroidery is created by hand using a chain stitch.

The result is depth and texture you simply can’t get from print.

Save this for the next time you are specifying an embroidered fabric.

#handembroidery #artisanmade

Interior designers - Save this to show your clients

Previously I’ve talked about how the Persians introduced the tulip to Kashmir and how it became significant in gardens and as a motif in crewel embroidery.

This is the Chinar Leaf which has been a staple in crewel fabric design for hundreds of years.

The Chinar tree was much admired by the Persians for its beauty and grandeur when they arrived in Kashmir in the 6th century BC. This admiration translated into its frequent depiction in various art forms including embroidery.

Over the centuries the Chinar motif came to symbolise the region’s identity and artistic heritage.

Seen here on our Debonnaire fabric in Burgundy/Green on Cream.

#embroideredart #kasmiriheritage #handembroidery

Interior designers - Save this to show your clients

Previously I’ve talked about how the Persians introduced the tulip to Kashmir and how it became significant in gardens and as a motif in crewel embroidery.

This is the Chinar Leaf which has been a staple in crewel fabric design for hundreds of years.

The Chinar tree was much admired by the Persians for its beauty and grandeur when they arrived in Kashmir in the 6th century BC. This admiration translated into its frequent depiction in various art forms including embroidery.

Over the centuries the Chinar motif came to symbolise the region’s identity and artistic heritage.

Seen here on our Debonnaire fabric in Burgundy/Green on Cream.

#embroideredart #kasmiriheritage #handembroidery

Why should you use crewel fabric?

Every stitch is made by hand
Each stitch is made of skill and patience

It isn’t printed or created by a machine

One foot of embroidery can take an artisan around one day to create

#handembroidery #masterartisan #slowfashion

Why should you use crewel fabric?

Every stitch is made by hand
Each stitch is made of skill and patience

It isn’t printed or created by a machine

One foot of embroidery can take an artisan around one day to create

#handembroidery #masterartisan #slowfashion

For our American design friends.

If you love classic English interiors and layered, timeless schemes here is some weekend inspiration from some of the best.

For beautiful hand embroidered crewel fabric that gives depth and texture to your interiors, visit us at Wells Abbott showrooms in New York, Chicago, Dallas and Houston.

Four poster and dining room @vsp_interiors
Weekend drinks corner @olpol_and_co
Drawing room @max_rollitt
Drawing room sofa @olpol_and_co
Curtains in our Amanda fabric @jonrhodeslondon

#handembroidery

For our American design friends.

If you love classic English interiors and layered, timeless schemes here is some weekend inspiration from some of the best.

For beautiful hand embroidered crewel fabric that gives depth and texture to your interiors, visit us at Wells Abbott showrooms in New York, Chicago, Dallas and Houston.

Four poster and dining room @vsp_interiors
Weekend drinks corner @olpol_and_co
Drawing room @max_rollitt
Drawing room sofa @olpol_and_co
Curtains in our Amanda fabric @jonrhodeslondon

#handembroidery

What is the inspiration behind The Crewel Collective?

For almost 30 years I have been involved with exceptional Indian craftsmanship and during that time I have been obsessively fascinated by crewel fabric.

Whilst the craftsmanship is exquisite, it has been difficult for the artisans to reach a global market. The Crewel Collective was founded to enable a wider reach for these beautiful fabrics and to build a sustainable business.

Crewel fabric is perfect for schemes which need warmth, layering and texture.

Inspired by historic crewel fabrics, our first collection appeals to both classic country house interiors and more contemporary schemes. Colour palettes have been updated to reflect what interior designers are looking for today.

Do have a look at our collection and dm me with any comments. I’d love to know what you think!

#craftmanship #handembroidery

What is the inspiration behind The Crewel Collective?

For almost 30 years I have been involved with exceptional Indian craftsmanship and during that time I have been obsessively fascinated by crewel fabric.

Whilst the craftsmanship is exquisite, it has been difficult for the artisans to reach a global market. The Crewel Collective was founded to enable a wider reach for these beautiful fabrics and to build a sustainable business.

Crewel fabric is perfect for schemes which need warmth, layering and texture.

Inspired by historic crewel fabrics, our first collection appeals to both classic country house interiors and more contemporary schemes. Colour palettes have been updated to reflect what interior designers are looking for today.

Do have a look at our collection and dm me with any comments. I’d love to know what you think!

#craftmanship #handembroidery

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© 2026 by The Crewel Collective. Beautiful hand embroidered crewel fabrics, naturally

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