What is the story behind the founding of Chhatwal & Jonsson?

It began 15 years ago with a humble idea: to express Scandinavian design through genuine Indian handicraft. Today, the brand has blossomed into a recognized label with a presence in 25 countries. We are a Swedish brand with an ambition to advance mindfully in true entrepreneurial fashion, always charting our own path instead of traveling a path directed by others. This spirit comes together beautifully in the vibrant, handmade textiles of Chhatwal & Jonsson.

Who are the people behind the brand?

We are firmly rooted in two cultures – Sweden and India. The founders, Stig Jonsson, with his background in fashion, and Geetali Chhatwal Jonsson, with her expertise from the hospitality industry, share a common vision. This vision rests on three pillars: Scandinavian design, genuine handicraft, and natural materials. Guided by these principles, we present new collections of hand-woven rugs and cushions twice a year.

How does the design process integrate traditional handicraft?

Our design process begins with creating the patterns and defining the season’s colour pallet. During the idea phase, we always respect the techniques we work with, as each has its own unique possibilities and limitations. A close dialogue with our artisans is essential; it allows us to understand which expressions best suit each method. In this way, craftsmanship becomes an integral part of the process, giving our collections an authenticity that only true handcraft can create.

How do we incorporate sustainability into every step?

In a hectic world, we aim to create thoughtful textiles. Our philosophy is grounded in longevity and timeless aesthetics—we believe in style over fleeting trends. We create products meant to be used, loved, and lived with over time.

We work exclusively with natural materials that are recyclable, including GOTS-certified cotton, wool, and linen. By using traditional craft techniques, we reduce energy consumption and minimize waste. We produce with intention to avoid overproduction, a challenge we address with a long-term commitment. For us, sustainability is not a finished goal but a continuous journey of learning and refining our practices.

Sustainability and impact calculator »