S jo

S jo creates unique, one-of-a-kind accessories, drawing inspiration from traditional textile craftsmanship and handcrafted by artisans, primarily women from villages in Pakistan. The brand’s signature textile jewellery—hand-bound, embroidered, and stitched—was first developed in 2011 through the AGJ community, founded by Dr. Seher Mirza, a design practitioner and academic currently based at the Centre for Sustainable Fashion at University of the Arts London (UAL).

S jo’s work is rooted in the ‘Threads of the Indus’ project, a design and community-led initiative aimed at rebalancing power in craft collaborations with marginalised, village-based craft communities. The project provides spaces for creativity and self-expression to spark social change through the women's own agency. Dr. Seher Mirza, a textile design graduate from Central Saint Martins (UAL), began the project in 2009/10 as part of her PhD by practice at the Royal College of Art, London. Through collaborative design workshops, Seher and the craftswomen have developed a unique design journey, creating products that reflect their combined efforts. Although once supported by the Sindh Rural Support Organisation (SRSO), the project is now self-funded.

Driven by her concerns over the declining quality of traditional textile craftsmanship in Pakistan and the disconnection between makers and their craft, Seher launched this initiative to reignite the passion, excitement, and inspiration of craftswomen. By encouraging creativity, design thinking, and decision-making, the project not only empowers women but also creates sustainable, fair-wage opportunities for them.

S jo’s handmade pieces emerge from the collective exchange of ideas, building strong relationships between the artisans and the brand. The name "S jo" reflects the brand's values: in Sindhi, "jo" means "of" or "from," and the "S" stands for Social empowerment, Solidarity, Sustainability, and Stitch-craft, all essential to the brand’s mission in the Sindh region.

Find out more and follow S jo:
www.sjoaccessories.com

@sjoaccessories