creative direction + entrepreneurship
Anugra, a home goods brand, was created and run by Brooke as an extension of its parent organization, an India-based non-profit that trained and educated women. Brooke designed Anugra's products with intention, from organic fabrics and inks, to hand carved blocks, she spent months in India working with the women of Anugra to create and perfect designs together. Brooke sold Anugra at trade shows, fundraisers, and makers markets, as well as through the online store she created, socials, email marketing, and other digital marketing efforts.
product design + photo stylist
Styling and product design by Brooke Fryer (Photography by Steven Schultz, Mark Spooner, Joe Codrington)
packaging + print
All brochures, catalogs, packaging, and stationary designed by Brooke (Photography: Steven Schultz)
marketing, sales, advocacy
Brooke traveled coast to coast sharing the story of Anugra, promoting the women's craft, and selling products. She built connections with communities of various backgrounds, sharing at conferences, homes, marketplaces, churches, and college campuses.
Fast-fashion and global consumerism destroy communities, particularly in south and east Asia, offering unkept promises of health and wellness to garment workers. "Each product we buy, own, and discard, was made by someone like us, just born into different circumstances." Brooke raised educated people on their purchase power and offered ethical alternatives.
environmental impact
Anugra aims to do the most good, from all organic fabrics and natural dyes to a commitment to culturally honorable textiles. We focus our sourcing in other small enterprise communities, using ancient traditions of hand-woven (khadi) fabrics and hand-carved & printed block printing.
social impact
Hopes and Dreams— A Blog Entry | Sept 2016
Today the Anugra women talked about hopes and dreams. Each woman took her turn sharing about desires for the future: her own children gaining the education she was deprived of, owning her own boutique, diversifying and excelling in her sewing skills, teaching other women what she has learned so that they might also be empowered to grow.
We talked about success and confidence. Eye contact, a solid stance, greetings in English, the ability to take initiative. There is a confidence about these women that I could not find 10 months ago. Now providing for their families, not only essentials (food, shelter, education) but appliances and goods to further advance life, luxuries they never imagined gaining.
One pointed out that 1 year ago, they were all sitting home, having to ask their husbands for money to go the market. Now, working daily, they're able to manage their own money, gaining the freedom and self-sufficiency to take care of themselves. A woman said to me, "Sister, last year I was skinny, now look how healthy I am." Her cheekbones no longer sunken in, her eyes bright, her skin full of warmth.
It was declared that life has gained new dimensions. They are now aware of the world around them. People in foreign places are learning their stories and purchasing their creations. It's no longer just about Bhopal or even India, they're able to see a larger world.
"This is unique work. We care about every aspect of what we do. We learn new things, create with our hands, export to the world, all while earning a fair wage and caring for the earth with organic materials. We are proud to tell our communities about our work because they are excited that what we do is new and different."
I shared with them that my dream has been to work with women, helping them to grow, create, and know their true worth. Words can’t express how grateful I am for the opportunity to know them and to be where I am.