Creative Director

The Creative Director will lead the product design and creative design vision for the Sirohi brand, blending artistry, functionality, and market trends to create compelling collections with a focus on basketry that embody our heritage and contemporary appeal. This role requires a leader who can guide a design team and craft master artisans to translate traditional craftsmanship into global handicraft functional products with strong sustainable values that inspire global markets while staying true to our brand ethos. Our current focus for 3 years is to develop B2B and strategic partnerships with large retail, home, and fashion brands in India and globally who are interested in handmade products and craft-based alternate packaging. A key aspect of this role will be to lead the design strategy for in-house products for B2B partnerships and collaborate with large brands to develop relevant products for their collection launches.

The core responsibilities for the job include the following:

Creative Direction and Design:

• Define and implement the product creative vision and annual design strategy for the brand broken down by seasons/quarterly collections.
• Manage a 3-person design and merchandising team to develop product collections.
• Guide product development and sourcing strategies across craft categories (home dcor, gifting solutions, woven furniture, etc. ).
• Collaborate with the design and merchandising teams and master artisans to modernize traditional techniques while preserving authenticity.
• Ensure innovation in aesthetics, color palettes, material sourcing, and product finishing that are aligned with Sirohi's brand image.

Brand Positioning and Customer Experience:

• Uphold and evolve the brand's creative identity across all channels (retail, exhibitions, digital).
• Partner with relevant agencies to develop Brand's voice and languages for long-term design development and offline presence.
• Work closely with the marketing team to develop brand assets, including postcards, posters, and tags for brand visibility.
• Create impactful visual merchandising concepts for exhibitions, trade fairs, and online platforms.

Sourcing/Merchandising and Market Alignment:

• Develop sourcing and merchandising strategies that align with both domestic and international market trends as part of the annual collection launches.
• Curate product assortments that balance artistic integrity with commercial demand.
• Work closely with sales, retail, and e-commerce teams to optimize product presentation and storytelling.
• Attention to detail and conduct R& D to Monitor competitor and global market activity to anticipate and influence consumer preferences.

Team Leadership and Collaboration:

• Ability to hire relevant folks in the design and merchandising team as aligned with the brand's expansion strategy.
• Lead and mentor the team to achieve creative excellence.
• Partner with Design, Sourcing, Merchandising, Production, and Supply Chain teams to ensure design feasibility and quality control.
• Build strong relationships with artisan clusters and ensure sustainable design practices.

Requirements:

• Love for basketry, craft, and building a global brand.
• Bachelor's/Master's degree in Design, Fashion, Textile, Merchandising, or a related field.
• 0-4 years' experience in design direction and merchandising, with at least 5 in a leadership role.
• Proven success in working with handicrafts, fashion, home dcor, or lifestyle brands.
• Strong understanding of natural fibres, basketry craft and working with artisans on traditional weaving techniques, with ability to adapt them into innovative, contemporary product designs
• Strong knowledge of global design trends, merchandising strategies, product lifecycle, and retail dynamics.
• A genuine passion for sustainable practices and artisan-made products, with the ability to translate cultural traditions into commercially viable designs.

Key Skills:

• Entrepreneurial and growth mind-set.
• Visionary leadership with hands-on design sensibility.
• Strategic merchandising and assortment planning.
• Strong aesthetic judgment, trend forecasting, and market adaptability with an eye for detail.
• Excellent communication and presentation skills.
• Ability to balance creativity with commercial viability.
• Collaborative mindset with respect for traditional craftsmanship.