India’s talented artisans lie at the center of the country’s cultural heritage, weaving together tradition, skill, and creativity. Yet, amidst this kaleidoscope of colors and craftsmanship, many artisans struggle to sustain their livelihoods. Stepping into this gap is CQC LA, a socially conscious organization, and its customers. By creating new opportunities for these artisans to sell their quilts, dresses, rungs, and other crafts to an international audience, CQC LA is helping to elevate living standards in India as well as accomplish something else equally important: feed hungry children across the country. With every sale of a quilt or clothing item, the brand donates one month’s worth of lunch meals to Akshaya Patra, which provides food for millions of kids in the nation. It is all part of the goals of CQC LA’s founder Nichole Whelan and her team to ensure that artisans receive recognition and compensation for their work and to also give back to the larger community.
Nichole, who visited India, says that she was captivated by the sheer talent of its artisans, who practice the art of block printing. “It was truly amazing to see their blankets and table runners up close because everything was so intricately created,” she explains. “I knew that in an age when mass production and technology are at the forefront of commerce, CQC LA could play a vital role in helping to preserve this cultural heritage and provide sustainable livelihoods.”
One of the key ways CQC LA supports artisans is by empowering fair wages and working conditions. Unlike many fast-fashion brands that prioritize profit margins over ethical practices, CQC LA helps artisans to receive a living wage for their labor. This not only helps them economically but also instills a sense of pride and dignity in their work.
Moreover, CQC LA fosters collaboration and skill development among artisans, creating a supportive community where knowledge and expertise are shared. CQC LA assists with equipping these experts with some of the tools they need to thrive. This not only enhances the quality of their craftsmanship but also enables them to adapt to evolving consumer preferences.
One of the most remarkable aspects of CQC LA’s initiatives is its focus on elevating the living standards of children. In many rural Indian communities, access to nutritious food each day remains a challenge, perpetuating cycles of poverty and limited opportunities. Recognizing this, CQC LA has come alongside Akshaya Patra, an award-winning nonprofit that has been providing meals to kids for over 23 years and operating kitchens.
“This is definitely one of the highlights of working at CQC LA,” says Nichole. “Everytime we sell a quilt or a piece of clothing, we are thrilled because we just touched the life of a child and made it better. It affirms that we are on the right track: using commerce as a force for good.”
Nichole believes that CQC LA is not just a brand – it is a catalyst for change in India’s artisanal communities. “We are dedicated to focusing the world’s attention on these incredibly talented artisans and opening doors for them to a larger market,” she confirms. “Perhaps what is most satisfying is knowing that we are really not at the center of this transformation at all. Once our customers learn just how exceptional these products really are, we get out of the way. It becomes more about our customers marveling at these skilled men and women, who with every sale are rewarded for their abilities just as they should be.”
About CQC LA
CQC LA was founded by Nichole Whelan CQC LA and offers unique, culturally rich pieces created by artisans in Rajasthan, India. Its produce range includes beautifully handcrafted quilts, throws, rugs, and women’s clothing. Each item showcases the distinct beauty of hand-block printing, a technique that not only produces stunning visuals but also supports the traditional skills of artisans. To learn more about CQC LA, please visit https://cqc.la/ or follow its journey on Instagram and Facebook.
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