Luxeartisanship is a brass décor brand that looks to redefine traditional Indian craftsmanship for today’s homes.
Founded in 2024 by father-son duo Chander and Nanesh Goyal, Luxeartisanship blends heritage artistry with contemporary design. What makes this brand stand out is its modern approach to marketing a centuries-old craft. From digital storytelling and artisan-led content to accessible luxury pricing, Luxeartisanship is making handcrafted brass décor resonate with a new generation of consumers—especially men aged 25-55 in South India.
Under the leadership of CEO Nanesh Goyal, the brand has built a loyal customer base through emotionally driven campaigns and a strong online presence. With upcoming plans to launch brass kitchenware, wall art, and bespoke collections, they’re targetting global expansion and offline retail, while staying rooted in ethical sourcing and artisan empowerment.
1. Artisanal Meets Algorithm:
Luxeartisanship is blending age-old brass craftsmanship with precision-targetted digital marketing. In an industry where traditional decor once relied on exhibitions and word-of-mouth, the brand is leveraging SEO-optimised storytelling, Instagram Reels, and e-commerce visuals to reposition brass as aspirational yet affordable.
2. D2C Disruption in Heritage Décor:
The brand is part of a rising wave of home décor startups disrupting the Rs. 70,000 crore Indian interior and lifestyle market. Luxeartisanship’s direct-to-consumer model bypasses traditional retail markups, giving it a competitive edge while ensuring better margins for artisans.
3. Hyper-Personalised Content Marketing:
By building narratives around “craft meets culture”, Luxeartisanship isn’t just selling products—it’s selling pride, nostalgia, and heritage. Their marketing appeals directly to urban consumers seeking authenticity in a mass-produced world.
4. South India: A Surprising Growth Market:
Targetting male consumers aged 25–55 in South India reflects a savvy, data-driven approach. This demographic has shown increased interest in spiritual, design-led interiors—especially in Tier-1 and Tier-2 cities where premium brass décor is on the rise.
5. Heritage as Luxury:
In an age where global consumers value story-driven luxury, Luxeartisanship positions Indian brass art on par with global artisanal trends—creating a niche in conscious luxury living, especially among NRIs and luxury interior designers.
Medianews4u.com caught up with Nanesh Goyal, CEO Luxeartisanship
Q. How does the company’s D2C model that bypasses traditional retail markups give it a competitive edge while ensuring better margins for artisans?
Luxeartisanship’s Direct-to-Consumer (D2C) business eliminates the necessity of middlemen such as retailers, distributors, and showrooms. By cutting the supply chain costs, the brand can provide its handcrafted brass decor at more affordable prices while making sure that a larger portion of the profit is directly given to the artisans who make every piece.
It not only ensures the brand has healthy margins, but it also gives more value to the customers—building a real and lasting relationship between the creators and the consumers, and it develops a win-win situation for both makers and buyers.
Q. The company follows a modern approach to marketing a centuries-old craft. What does this entail?
Luxeartisanship combines the origin of Heritage craftsmanship with contemporary branding. This involves positioning the brass decor as lifestyle-focussed instead of niche. Marketing through digital channels to democratise access to artisan stories is one such method.
Additionally, high-quality product imagery, influencer partnerships, and customer feedback loops are all part of this strategy. This is how the brand seeks to make ancient craftsmanship relevant even in the present day.
Q. Could you talk about the marketing activities and innovations that one can expect in 2025?
In 2025, Luxeartisanship will delve even further into advertising. The company is set to employ AR or VR to demonstrate what a product will look like in a customer’s room even before they purchase it. Also, receiving recommendations from AI based on style or viewing the live sessions in which artisans will demonstrate how they create each piece are all marketing initiatives and innovations on behalf of the brand.
Cross-category storytelling with the integration of design and culture is also in the works by the brand. Sustainability messaging, capsule drops limited in edition, and robust regional influencer networks will further boost reach.
Q. Could you talk abouaqt tactics that will be adopted in the digital storytelling area like Instagram Reels to appeal to a new generation of consumers—especially men aged 25-55 in South India?
The brand is concentrating on localising the content for South India with reels that will have the original language voiceover, Carnatic-infused background scores, and a narrative that will bridge brass with tradition and pride of heritage.
Apart from this, storytelling will also incorporate the actual houses of male customers, behind-the-scenes from the workshops in states such as Tamil Nadu and Kerala. In addition to all of the above, we are also going to be doing the series “How it’s made” to create curiosity in people. The idea is to transform the decor not only as a buy but also as a statement.
Q. Is the aim of artisan-led content to create brand authenticity?
Definitely, artisan-led content is the heart of Luxeartisanship’s brand identity, to see the actual hands involved in crafting a product gives it a face, rather than just an object.
Additionally, the customers can relate to the product even further once they learn about its history. Customers have long yearned for meaning and faces and settings of artisans, which facilitates creating authenticity. This can never be substituted with a photo taken in a studio.
Q. The company relies less on exhibitions and word-of-mouth and looks at SEO-optimised storytelling. What prompted this move? Also, Google has made changes in its search ranking system. How is this affecting the company’s SEO plans?
With consumers going digital, Luxeartisanship is catching them where they look—Google. Exhibitions are costly and have limited visibility. SEO-friendly blog articles, lengthy guides such as “how to style brass decor in homes”, and video transcripts assist in the simple discovery of the brand.
Google’s recent emphasis on “helpful content” has only accelerated this path, leading Luxeartisanship to place even greater emphasis on authenticity, E-E-A-T (Experience, Expertise, Authority, Trust), and user-focused storytelling.
Q. The company is using Instagram Reels and e-commerce visuals to reposition brass as aspirational yet affordable. Is it important for marketers to see social media not as social media but as media—especially wtargetingtting Gen Z, who watch less TV?
Definitely. Luxeartisanship doesn’t use Instagram as a social gathering place alone but as a broadcast platform. Gen Z doesn’t scroll social media for entertainment alone; they’re on the lookout for bite-sized and fascinating videos that catch their eye within less than one minute.
Thus, each Instagram reel is produced like a short advert with a compelling beginning, precise brand aesthetic, and something visually striking. These days, social media is just as strong as TV was then, but it’s slightly improved because it can be traced, it’s very flexible, and it feels that much more intimate.
Q. Having said that, will traditional media play a role like TV and print? Kindly elaborate.
Yes, it will have a role, but a curated and brand-building one. Luxeartisanship will be exploring print media in the lead design publications and weekend Lifestyle supplement as a means of reaching the reader.
In addition, choosing TV Sports at the time of cultural programming or interior designer shows will also be explored. Traditional media’s role will be ancillary—less about performance marketing and more about storytelling and brand stature.
Q. What role is AI playing for the company in areas like accessible luxury pricing and identifying market gaps?
AI is assisting Luxeartisanship to know the purchase behavior, the demand during certain seasons, and even determine the ideal price points that will strike the right balance between affordability and artisanal value.
Apart from this, it also assists in finding the untapped areas and products, such as brass table lamps or heritage-inspired door handles. AI tools are utilised in supply chain optimization as well, assisting the artisans in receiving timely inputs and raw materials.
Q. Could you shed light on the company’s hyper-personalised content marketing strategy that builds narratives around ‘craft meets culture’?
Every piece of content, whether a product description or an email, is designed to elicit emotion and context. Luxeartisanship’s approach is to infuse craft into cultural moments such as festivals, weddings, or housewarming parties.
For instance, the Diwali campaign can be combined with a brass diya and the narrative of its creator. The company personalises the newsletters using customer data and also emphasizes collection that aligns with the browsing history or reminds about gifting occasions.
Q. To build a loyal customer base emotionally driven campaigns are key. Could you talk about the brainstorming sessions the company does with its creative agency to achieve this?
The brainstorming sessions with the creative Agencies are highly collaborative, and they have a reason behind them. They usually start with actual anecdotes of artisans, customers, or the history of the brand.
The teams also chart out the emotional drivers like Joy, Pride, or Nostalgia and link them to the ideas of the campaigns. Apart from these mood boards, scent-memory cues and even soundscapes are also touched upon. The ultimate goal is not to sell one specific product but to create a feeling. Each campaign asks: “What feeling do we want our customers to experience—and remember?”
