Brand Story

REWIND began long before it had a name.

I grew up making clothes for my dolls. Choosing fabrics for myself. Getting outfits stitched for my cousins and friends. Dressing people has always given me a kind of quiet happiness — the kind that feels like therapy.

Over the years, I realised something about myself.

Cross-stitch kept appearing in my life.

On my towels. On the napkins I use every day. On my son’s crib sheets and little cloths. On serving trays, on artwork, in corners of my home I hadn’t consciously designed that way. Even my wardrobe slowly filled with it.

My friends would send me photographs from across the world — “This made me think of you.” If something had cross-stitch, it somehow carried my name with it. Somewhere along the way, it stopped being a detail. It became part of who I am.

I grew up watching my grandmother stitch bedsheets with patience and care. After I got married, I saw my mother-in-law framing cross-stitch pieces with the same pride. It has always been around me — quietly, consistently — like a thread running through generations.

When I began designing for myself, I returned to it naturally. I found myself developing motifs, studying patterns, obsessing over colour and placement. I didn’t want the pieces to feel decorative. I wanted them to feel personal.

So I made a few for myself.

And when people began asking for them, Rewind slowly took shape.

Today, Rewind is an extension of that same joy. It is not driven by trend or pressure. It is driven by love — for detail, for intention, for pieces that quietly become part of your everyday life.

Cross-stitch is where this journey begins. Where it leads next, I don’t yet know. As a designer, I believe in evolving with curiosity. But whatever form Rewind takes in the future, it will always come from the same place — a very personal one.

Seeing a Rewind piece in your wardrobe feels like my story quietly becoming part of yours.

- By Sanjana