An unexpected health setback led Selina Parveen to discover a new direction, turning her love for home decor and handmade creations into a business
KALYANI JHA | NT BUZZ
For Selina Parveen, life’s unexpected pause due to a tumour, opened doors to new beginnings.
“After the surgery, the doctors advised me to take six months of complete rest. But I began feeling better within two to three months and I wanted to do something creative to keep myself occupied at home,” says Parveen, who hails from West Bengal and moved to Goa three years ago to work in the hospitality industry.
“Even at my hospitality job, I used to enjoy making handmade items to delight guests,” she says
Inspired by videos and reels showcasing the popularity of resin art, she initially experimented with resin before turning to cement-based creations, which she felt looked better. She says, “I taught myself through YouTube tutorials to develop my creative skill.”
What began as an attempt to develop a skill soon took shape as Swana Handcrafted, which she launched in June this year.
With Swana Handcrafted, Parveen makes concrete home decor products with a ceramic-like finish. From posters and customised frames to ashtrays, coasters and candle holders, her creations reflect her interest in decorating homes and experimenting with different designs.
The material she uses is a mixture of fine sand and cement powder. “Once cast in a mould, the concrete takes shape and, after finishing, acquires a ceramic-like appearance. The process requires patience with each product taking around 24 hours to be ready for sale. After approximately two hours, the piece can be removed from its mould, following which it is sealed before being sold,” she says.
Since the products are customised, customers are advised to place their orders at least 24 hours in advance. Bulk orders require around 72 hours notice.
With Goa as her present home, Parveen tried to incorporate local influences into her work, creating beach-themed pieces and designs inspired by Azulejo tiles. These, she says, are her most sought after products.
But she admits that initially it was difficult to promote her products. She began by telling friends about her work and giving them samples. Their appreciation encouraged her to continue.
She has since personally approached local customers, friends, and shared samples with villas, whose representatives have liked and bought her products as gifts for guests.
At present, Parveen sells her products through Instagram and direct contact. She accepts individual as well as bulk orders, with customers having the flexibility to personalise their purchases.
