Funny, we thought last year was the worst of it.Â
Now here we are again, right in the eye of the second storm, unable to so much as pass a meal down our throat without a fervent prayer for those with tubes down theirs, and no access to a hospital bed. The scale of destruction, death and sorrow is manifold as we’re thrust into a dire time demanding cooperation, contributions, and simply, humaneness.Â
With every heartbreaking news item I wake up to, I find myself asking how Anu Merton can help India breathe. A label that celebrates the artistry of this country, born from a symbiosis with its culture and people.Â
Last year, I was in self-preservation mode. My only responsibility was my little family, considering that at work, I was a one-woman team. This year however, things are different. This year, I’m responsible for the preservation of my whole team - my little Bangalore work fam, a bigger team of karigars in Jaipur, and all my vendors.Â
Needless to say, they, along with their families, are counting on me, and none are about to have any loss of pay or benefits during the lockdown, but that’s just the least I can do. I think of them everyday, talk to them while they’re cooped up in their own homes, and work is paused. Some of them have unfortunately been hit by the sickness, and some have recovered, but we’re all in this together - a sentiment I’m certain resonates with every other entrepreneur and local business like me.Â
While I see many brands actively taking the ‘100% sale proceeds’ route, I wonder if this could be my contribution, but somehow, ‘sales’ and ‘donations’ strung together just don’t sit right with me. Don't get me wrong, I commend these brands and really admire what they are doing.
However, I don't hold any stock and couldn't do a sale even if I wanted to. Also, as I see it, jewellery should really only be bought for one reason alone - because you fall in love with it.
So instead of monetizing donations, I’ve decided to do my bit by contributing a sum of one lakh from Anu Merton to the cause of Covid-19 regardless. I don’t want to attach it to the sales of my jewellery, neither do I expect my customers to do so. It seems like the only right thing to do right now is to give back - unconditionally - to the land that inspires my work everyday.
So this isn’t an appeal to buy jewellery; this is an appeal to practice kindness, above all. These are dark, dark times, and every move counts. It’s time for us to think beyond just business, if your business is at a comfortable place. For now, I’m grateful to be able to look after my team and plan to mass vaccinate them and their families (fingers crossed), while I leave you with this:
A thing of beauty is a joy for ever:
Its loveliness increases; it will never
Pass into nothingness; but still will keep
A bower quiet for us, and a sleep
Full of sweet dreams, and health, and quiet breathing.
For now, let that thing of beauty be kindness.
[claue_addons_products flip="true" style="grid" display="recent" orderby="title" order="ASC" items="4" columns="3" cat_id="all" limit="8" filter="false" css_animation="top-to-bottom"]
