Kitsch is the new cool… if we'd say that, you'd probably laugh your head off! South Mumbai has, unquestionably, not been alien to stores that offer hand-crafted products, which harp on the quirk factor. And another name to be a part of this trend is 10am, a year-old (inception: August, 2013) creative zone that essentially is "a creative home décor, lifestyle accessories and personalised gifting company."
A venture by design enthusiast Anjali Malhotra, a Nepean Sea Road-resident (that's also where the 10am studio is based), this store didn't crop up as her next big idea post college. "After college, I worked with a PR/event management company and later switched to being a graphic designer at a publishing house. I always wanted to do something on my own. But I wasn't sure of what it would be back then," says Malhotra.
With an inclination towards art and craft since childhood, Malhotra quit her job to foray into a zone she was comfortable in. She adds, "I decided to make a couple of products and showcased them at a small exhibition in Pune. The response I received was amazing. That's when I knew I wanted to do this full time."
10am doesn't really sound like a name for a design store, right? We were curious enough! Malhotra explains, "Ever since I was a kid, I've played football. My jersey number has always been 10. And with my initials stating AM (Anjali Malhotra), I thought that 10am would be the perfect name for the studio."
Creating quirky everyday products like table lamps, glasses and bed tables, Malhotra also customises items for gifting purposes, apart from consulting on home décor products, as per client needs. Ranging from Rs. 350 to Rs. 3,000, you'll find everything from upcycled products to handcrafted goods like personalised cube lamps, rhythmic coasters, funky wall art, vintage clocks and more.
A classic example of youngsters quitting their regular 9-5s and striving to start something they're passionate about, Malhotra says, "While it was a huge risk, I was lucky to succeed. Youngsters today need a medium for self-expression and that can be done only by starting something on their own." And has Mumbai been instrumental in bringing about this creative wave? Agrees Malhotra, "Mumbai owns a level of freedom like no other city in India. And that, I feel, helps inspire creativity. With so many different people, each with a different story to share; this city is inspiring."