City artist goes global with paper ornaments

A bunch of magazines, newspapers and a pair of scissors — that’s all it takes for Devi Chand to create the most vibrant and chic ornaments that are sure to turn some heads. As the founder of jewellery brand Papermelon, Devi is giving recycling and sustainability a new meaning by handcrafting pieces out of waste paper that are fit for the ramp. Her story of working out of a studio in Chennai to create and ship jewellery that is loved across the world, is one that’s filled with inspiration and, ofcourse, lots of paper!

“Ever since I was a child I loved to create things — glitter baubles, gift boxes from candy wrappers, etc. When I grew up I studied design at the National Institute of Fashion Technology (NIFT) in the city, after which I took up a corporate job. The job, however, did not interest me, which was when I decided to pursue my art passion full-time. I began experimenting with using paper, hemp and yarn to create jewellery. I signed up on Etsy (e-commerce platform for handmade items) and was elated to receive my first order from someone in Australia who was interested in my paper bracelet and necklace,” recalls Devi, 33, in a conversation with us.

It was in 2013 that Devi started her brand Papermelon, dedicating herself to creating jewellery out of paper alone. “I love working with paper as it is a versatile medium, besides making me feel happy about being part of sustainable fashion movement. I also use magazines, used gift papers and paper bags to make bracelets, earrings and neckpieces. Selling online through Etsy helped me find a global audience, unlike in a brick and mortar store where it could be hard. As my jewellery is of a niche kind, people take interest and also find it easy to locate me online,” she admits. The whole aspect of her jewellery being “conversation starters” as they are made of humble paper makes them appealing to many fashionistas, Devi adds.

The process begins with bits of paper being shredded in different lengths to create ‘paper beads’ by rolling the strips over a tooth pick, which are then varnished and dried to be water-resistant. “There’s also sketching, prototyping and a lot of calculated work to get the exact measurements right for each piece of jewellery. But when I start working, I don’t know what kind of jewellery I would end up creating. It could take anywhere between an hour to about a week to create eachdesign,” Devi says.

Having shipped her designs across to over 25 countries so far, Devi braces for a few busy months ahead, with the festive season rolling in orders for her. “More than 70 per cent of the orders come from the US, the rest from Europe, Australia and other countries,” she shares.

When she’s not working on her designs or spending time with her 6-year-old, Devi collects paper — calendars, gift wraps, pamphlets, and other vibrant kinds from her friends and relatives who save and pass on their paper stash to her. The jewellery maker also holds workshops on the craft with school children. “I want to hold more workshops with women who are passionate about craft. There are many talented people around us, who just need some guidance on how to turn their passion into a profession,” remarks Devi.