Shweta Kshetrapal, Founder, Pinch of Pretty (POP) opens up about her journey from crafting small products to designing complete children’s spaces like nurseries. Her idea was to curate attractive spaces with a ‘bouquet of dainties’ because of which the name, “Pinch of Pretty”. She notes on how a market once hesitant to invest in kids’ décor has now evolved into embracing thoughtful, design-led products with utility. The Indian market wasn’t quite ready for the concept of beautifully designed spaces for kids when Shweta started off, but this wasn’t a deterrent, it was actually an invitation for her. She shares the story of this evolution, in a candid conversation with Tejaswini Paranjape.
From handcrafted knobs and cupboard handles to playful lamps and nursery essentials, every piece was designed with purpose, where utility meets aesthetics. What began as a collection of small, thoughtful products has now evolved into complete nursery solutions and bespoke children’s furniture.
“Each product we create comes with a lot of utility,” Shweta explains. “We started small so parents could ease into the idea of investing in their child’s space. Over time, as comfort and trust grew, so did our offerings.” That trust, she says, has been built not just on aesthetics, but on honest craftsmanship. Unlike many contemporary brands that rely on engineered materials, POP’s furniture and accessories are predominantly made of solid wood and hand-crafted ceramics. “Even our handles are wooden, and our ceramics are handmade,” she notes. “We don’t use engineered wood unless absolutely required. It’s a choice that defines our quality and sets us apart.” Of course, Shweta acknowledges that such quality choices invite divided opinions. “There are two schools of thought, one that believes in paying for craftsmanship, and another that looks for cheaper substitutes. But at the end of the day, quality speaks for itself.”
Step Stool: A Stepping Stone for Kids
Shweta believes in curating the products that make the children independent. “One of those products was a ‘step stool’ which was designed to make the kids confident in carrying out their simple daily tasks. However, the market was not ready in 2015, fast forward to 2025, the same step stool is one of our proudest offerings”, she quips. This exponential shift in market sentiment continues to motivate her towards betterment.
Selective Collaboration
Collaboration and growth are also part of POP’s evolution story, though Shweta approaches partnerships with discernment. The brand is available on major platforms like Nykaa and Amazon, and works selectively with interior designers and hardware stores across Delhi, Mumbai, and Bengaluru. “We collaborate wholeheartedly when it’s a complete project — like designing an entire nursery. But customizing just a knob or handle doesn’t align with our scale. Our goal is to stay authentic to what we do best.”
Role of Local Artisans
At the heart of her process lies a quiet admiration for local artisans. POP began with ceramics, a category that demanded patience, sampling, and trust-building with small-scale craftsmen. “Convincing them was a challenge at first,” Shweta admits, “but it was their skill and our persistence that shaped our early collections. Even today, that foundation of craftsmanship continues to inspire us,” says Shweta.
Future Plans
Looking ahead, Shweta sees the brand taking confident steps beyond India. “We already get inquiries from the U.S., and U.K.,” she says. “We hope to open our first physical store in the near future, a space where people can feel the textures, see the finish, and experience the warmth of our products firsthand.”
Shweta plans to open her first full-fledged physical store in an upmarket location. She is eager to bring Pinch of Pretty’s handcrafted charm to a wider audience. She is proud of being a woman entrepreneur carving her own path, shaping not just children’s spaces, but also her own space in a competitive design landscape. With every knob, lamp, and crib, she continues to prove that a thoughtful design, rooted in utility makes a lasting impact.
