Born in Dubai, Crafted in East, Shared with the World: Handmade Rugs by Yarns of the East
Launching Yarns of the East, Dubai-based founders Joyston Dmello and Kirti Sharma envision uniting and representing weavers from India, Nepal, and Iran to preserve the artisanal heritage and celebrate the craftsmanship of handwoven rugs.
Yarns of the East, affectionately known as Yote, is the latest venture by Joyston & Kirti to showcase uplifts the communities behind each creation. Dubai holds a special place in Joyston’s and Kirti’s hearts, having played a pivotal role in shaping their lives. Strikingly, they recognized a dearth of globally renowned brands originating from Dubai, particularly in the rug industry. Consequently, Yarns of the East aspires to become a global brand that proudly originates from this vibrant region.
Yote was born from the founders’ immersion with the community of artisans in Varanasi, India, in 2022. Their stay highlighted the decline of the exquisite art of handweaving rugs. The increasing dominance of machine-made rugs was not only affecting the age-old craft of hand-made rugs and its tradition. It was also a significant contributing factor affecting the communities’ source of livelihood. Yarns of the East was established as an aspiration to uphold this artistic tradition and sustain the long-standing legacy of rug-making.
“The soul of YOTE lies in the hands that weave and the stories they tell. Our vision is to bring these stories from the East to the world, ensuring their legacy never fades.” – Kirti, Co-Founder – Yarns of the East. Engaged in rug manufacturing since 1969, the founders collaborated with a family production to bring about this venture, as they were able to execute the concept and production of Yote meticulously. Recognizing the need for a globally recognized rug brand that encapsulated this region, Yote soon became an international brand thriving in the domain of handmade rugs.
HSR over CSR
Yote commits to sparking change by visualising values that are a part of its brand DNA and propelling the growth of the community. By adhering to shun CSR (Corporate Social Responsibility), it embraces HSR (Human Social Responsibility) instead. One way in which they alleviate the needs of the weavers and their families is by allocating 1% of its revenue to support their education and healthcare. This commitment is further fortified by partnering with CARE & FAIR, a worldwide association for Carpet Trade Against Labor.
“We believe giving back should be a collective responsibility. And with “HSR” (Human Social Responsibility), giving back is part of our DNA. HSR is about making a meaningful impact that ripples through communities, creating a better world for all” quotes Joyston D’Mello, Co-Founder – Yarns of the East.
A Creative Melange of Handmade Rugs…
At Yote, the essence of the artisan breathes through each rug. Reflecting traditional, modern, abstract, geometric, and floral design types, the weavers use age-old weaving techniques to create rugs suited for diverse settings.
Yote houses a diverse collection of rugs made and crafted to order. Ranging from the exquisite Baori inspired by the colossal step-wells of Northern India to the Kare-Sansui from Nepal, which displays a deep contemplation by impersonating the ripples of a Japanese Zen Garden, and many more.
Made to Order To Perfection
Each rug is customisable and characterised by its vibrant colours depending on the material used. With sustainability at its core, Yarns of the East has also added repurposed materials to its inventory. Undyed Natural Wool, New Zealand Wool, Bamboo Silk, Saree Silk, Jute, Cotton, and, notably, PET fibres (sourced from recycled bottles) are a few of the yarns used to create rugs. This eco-conscious approach strengthens Yote’s commitment to mitigating environmental concerns.
“Our journey through the weaving communities of the East taught us the importance of preserving not just an art form, but an entire way of life. With YOTE, we’re on a mission to make a tangible difference, one rug at a time.” YOTE’s team quoted.
Yours Truly, Yote / We are Yote
Whatever your choice of a rug, this Dubai-born brand goes for made-to-order, ensuring everything is artisanal, detail-oriented, and personalized. By choosing #RugsThatRepresent communities and elevating their socioeconomic well-being, you also choose sustainability, the ‘holistic’ way.
