Lindell & Co was founded by Gabrielle Soyer in 2007. A trip to India and the discovery of a certain type of chain stitch embroidery, unavailable in Europe, gave Soyer the idea of re-introducing it to Europe. She returned to Kashmir to hunt down artisans still producing this labour-intensive embroidery.
Today Soyer produces two highly sought after collections a year. Lindell & Co's cushions combine colour, pattern and texture in a striking way, mixing influences from ancestral India with Gabrielle Soyer's Scandinavian heritage.
Soyer's poetic mixtures of colours and patterns juxtaposing modernity, tradition and technical complexity, have resulted in Lindell & Co's creations becoming widely sought after by interior designers.
Gabrielle Soyer travels to Kashmir every summer to supervise production. Each piece is a unique creation - the dyeing, weaving and embroidery being the work of master craftsmen. The embroidery is made using a crocheted needle called an "ari". The wool threads cross the canvas about 20,000 times for a small cushion.
Each cushion takes about 3 to 5 days to make.
Lindell & Co's decision to work with only the most highly qualified artisans, who produce the most exquisitely detailed stitches, implies production in small quantities, which makes each piece rare and unique.