At the heart of Cocoon Fine Rugs lies a vision that seamlessly blends tradition with modernity, making rugs not just floor coverings but collectible pieces of art. Leading this vision forward is Smriti Choudhary, the Brand Director of Cocoon Fine Rugs. With a Master’s in Marketing from the University of Nottingham, UK, Smriti began her career in fashion as the head of Marketing and PR for a leading Mumbai-based fashion house. In 2018, she officially joined Cocoon, taking on the role of Brand Director. Since then, she has been instrumental in shaping the brand’s identity, driving collaborations, and leading a young, dynamic team across design, digital strategy, and outreach.
In this exclusive conversation with Art Culture Festival (ACF), Smriti shares her journey, insights on contemporary rug design, and what rugs mean to her today.
1. From working in fashion to becoming the Brand Director of Cocoon Fine Rugs, what has your personal journey with rugs been like so far? How has your perception of them evolved over the years?
My journey with rugs has been both personal and professional, and in many ways, it mirrors my transition from the world of fashion into interiors. Rugs fascinated me ever since Cocoon began in 2009—the same year I married Ayush Choudhary, the founder of Cocoon Fine Rugs. Our dinner table conversations often revolved around design, craft, and the community we wanted to nurture. While I was not actively involved at the beginning, in 2014 I took on the role of Marketing Director, heading design and collaborations, and that is when my journey with rugs truly began.
Fashion gave me a strong grounding in storytelling, textures, and detail—all of which translate beautifully into rugs. I now see rugs as “fashion for the home,” where each piece holds identity, craftsmanship, and emotion. Over the years, I have watched the rug world shift from being perceived as functional or traditional to becoming aspirational, collectible, and deeply design-driven. For me, that evolution has been the most exciting part of this journey.
2. Cocoon is known for its modern take on classic Persian rugs and its globally inspired collections. How do you bring those diverse influences together into a cohesive brand narrative?
Cocoon has always balanced reverence for tradition with a modern spirit. We draw inspiration from Persian legacies, global travels, contemporary art, and even fashion. What ties all these influences together is our belief in storytelling. Every collection is conceived as a dialogue between heritage and modernity—whether it is reimagining a classic Persian motif in a minimal palette or weaving Bauhaus-inspired geometry with traditional hand-knotting techniques. This duality has become Cocoon’s DNA: timeless craftsmanship meeting contemporary expression.
3. What makes a rug truly contemporary in your eyes—is it the design, the material, the context, or the story it carries?
To me, a rug becomes contemporary not just through design, but through relevance. It is about the story it tells, the cultural references it borrows from, and the way it interacts with modern living spaces. Materials and colors matter, of course, but it is the ability of a rug to feel both current and timeless—to spark conversation while blending seamlessly into a lifestyle—that makes it truly contemporary.
4. You have worked on collaborations with names like Ashiesh Shah, Studio PKA, and JJ Valaya. What do you look for in a creative partnership, and how do these collaborations shape the brand?
For us, collaborations are about shared vision and curiosity. I look for partners who are unafraid to push boundaries, question convention, and bring their own design language into dialogue with ours. With Ashiesh, it was about meditative minimalism; with Studio PKA, architectural clarity; and with JJ Valaya, regal narratives. Each collaboration has stretched Cocoon’s vocabulary while remaining rooted in craft. They enrich the brand by adding layers of diversity and freshness while still staying true to who we are.
5. The galleries across Mumbai, Delhi, Hyderabad and more each have their own identity. How do you craft a unique brand experience while keeping the core essence of Cocoon consistent?
Each gallery is envisioned as more than a retail space—it is an experience. We design them to reflect the city’s energy while carrying Cocoon’s soul. For example, our Mumbai gallery embodies contemporary urban chic, while Delhi leans into artful storytelling, and Hyderabad carries a warmth that resonates with its cultural richness. What binds them all together is our consistent focus on craft, curation, and a sense of belonging. No matter which gallery you walk into, you will find yourself in Cocoon’s world of timeless yet modern luxury.
6. Are there any upcoming launches, collections, or initiatives that you are excited about?
Yes, absolutely. We are very excited about the Pret line, which we launched to make handmade rugs more accessible to a younger, design-conscious audience. It is playful, pet-friendly, and customizable—designed to seamlessly fit into modern lifestyles without compromising on quality. Alongside this, we are also working on new designer collaborations and a series of limited-edition collectible rugs that bring art and design even closer together.
7. After years of working closely with artisans, designers, and collectors, what does a rug mean to you today, beyond its role as a piece of décor?
For me, a rug is no longer just an accessory for the floor—it is a canvas, a memory, and often the emotional anchor of a home. It carries the touch of artisans, the vision of designers, and the stories of the families who live with it. A rug grounds a space, yes, but it also grounds emotions. Today, I see rugs as heirlooms in the making—objects that embody design, craft, and sentiment, passed down much like stories themselves.
Through her thoughtful leadership, Smriti Choudhary has helped Cocoon Fine Rugs evolve into a brand that is not only rooted in heritage but also boldly experimental. Her journey from fashion to interiors reflects her belief in storytelling, textures, and craft values that shine through every Cocoon rug. As she continues to bridge tradition with contemporary design, Smriti reminds us that a rug is more than décor; it is a story, a memory, and an heirloom in the making.
By Team ACF
