The Indian Rose Studio

The Indian Rose Studio was doing something rare — working directly with artisans and craftspeople across India to create contemporary home decor that preserved traditional techniques. The challenge was reach: how do you find the buyer who understands the value of a hand-block-printed cushion cover?

Performance marketing for a craft brand is harder than it looks. The audience isn't just "people who like home decor" — it's a specific kind of buyer who values provenance, process, and the story behind the object. Targeting wrong is expensive. Targeting right is transformative.

We built audience architecture from the ground up — mapping the psychographic profile of the ideal buyer. Conscious consumer. Design-aware. Likely to follow independent designers, cultural institutions, travel accounts. Willing to wait for something made with care.

Creative leaned into the making — the hands, the craft, the geography. Not just the finished product but the process behind it. Separate creative tracks for acquisition and retargeting, with retargeting going deeper into the story of individual artisans.