Embroi It Up

Siddhi Shelke is the artist behind Embroi It Up. She started the brand in 2022, working with hand embroidery as her primary medium. What began as a search for purpose slowly turned into a full-time practice, where drawing, stitching, and building a brand became part of her everyday life. Siddhi works closely with karigars to turn ideas into embroidered pieces. Each design starts on paper, followed by colour selection and detailed discussions with the artisans about the final outcome. A sample is created, reviewed, and refined before it is approved for sale. Depending on the design, a single piece takes about 2–5 hours to complete. For her, selling art is not just about the final product but also about the time, effort, and people involved in making it. Through Embroi It Up, she focuses on creating hand-embroidered products while supporting and empowering artisans who continue to practice and preserve this craft in a fast-changing market.