Aramudi is an artisan jewelry brand that looks at symbols of sacred female figurines spanning various cultures and geographies over 12,000 years ago, and has developed a design language rooted in interconnected motifs across time and space.

Interconnected Motifs of Womanhood

Aramudi, an artisan jewelry brand created by couple Sarah and Kusal, embody symbols of shared cultural lineage: the stories, traditions and beliefs that connect all people and cultures.

The designs represent symbols of womanhood spanning various cultures and geographies; the art of cultural commonalities. When we go back far enough, we can see multiple commonalities recurring in the symbols and ritual artifacts of diverse Neolithic cultures from over 12,000 years ago.

These sacred female figurines can be found throughout migratory routes. These shared commonalities were not limited to ancient cultures; they also appear in more recent Indigenous societies across the Americas, Africa, some parts of Asia, Australia, and the Pacific Islands. Research shows us these cultural commonalities are not only stylistic but thematic, symbolic and conceptual, showing a deeper shared lineage related to the interconnected motifs of womanhood.

What is unique within a culture?

What is shared?

What has been lost over time, and what should be consciously retained?

Tell me about your catalyst in starting Aramudi.

Kusal: The catalyst for Aramudi was the discovery of two amulets from a bygone era. Found in one of the last remaining antique stores outside of the Temple of the Sacred Tooth in the city of my birth, Kandy, Sri Lanka.

The amulets were sold as pendants even though their original purpose was an amulet of protection and modesty worn around the waist of South Asian children. The significance and use of these amulets, along with their name, Arasala or Aramudi, has been all but lost.

We were intrigued by the origins and backstories of other cultural icons, traditions and beliefs. What is unique within a culture? What is shared? What has been lost over time, and what should be consciously retained?

This began our two-year search for the roots of the traditions and values of our identity that we wanted to pass on to our daughter. We focused on the virtues of womanhood—the importance of duality, of being both nurturing and fierce in equal measure.

What we discovered was a deep interconnectedness across cultures, people and time. So, as a family of creatives and makers, it was instinctive for us to make something that symbolized our journey of discovery.

Cultural commonalities inform your brand identity deeply; what informed this approach to your aesthetic?

As New Zealanders, our nationality informs our identities, traditions, and beliefs – but if we go back far enough, we can trace our lineage back to a long line of migration going back thousands of years. We realised that some of our stories, traditions and beliefs have roots in the same ancient cultures and more recent indigenous societies. What’s more, we found these commonalities were not only stylistic but also symbolic and conceptual.

We want to bring awareness of our interconnectedness, our shared values and commonalities. We want to celebrate these shared motifs that show a more profound shared lineage, especially related to the interconnected motifs of womanhood. We hope this comes through in the jewelry.

Aditi in the Lineage Necklace and Earring.

How do your professional backgrounds inform your respective roles at Aramudi?

Sarah: I trained and worked in design my whole career, from fashion to performing arts to teaching art and design in secondary school. I love being a teacher. Empowering and enabling our young artists and creatives to find their voice will remain a lifelong passion. Later in my career, I continued my professional training in jewellery making, which instilled skills that informed our Aramudi journey.

Kusal: I’m a toolmaker for change-makers. I collaborate with thought leaders and expert practitioners to co-develop growth strategies for growers, producers, makers and educators. Together, our goal is to build a kinder, more inclusive economy by adopting cultural wisdom, particularly within indigenous economies. I have the privilege of working with communities from East Africa, Europe, North America, Asia, and right here in Aotearoa (New Zealand).

What was your process like in developing this research?

We began with the earliest documented symbols of womanhood; we then followed their migration and usage across the various migratory routes from Africa into Europe, Asia and right here in the South Pacific. We systematically documented the motifs and stories within as many cultures as we could. We then looked solely for the shared symbols, values and stories repeated across cultures. Specifically, those connected to both our lineage and identity; this is what informed the design language of Aramudi.

Why do you think it’s important to highlight cultural commonalities as a jewelry brand?

Our physical features, the color of our skin, and the style of our hair are generally (not always) the first indicators of our lineage and identity. What we wear, from our clothes, to adornments like jewelry, are further indicators of our intent, values and sense of belonging.

As a jewelry brand, our goal was to create amulets of fierce intent, connection, and belonging rooted in a deeper connection—specifically, a connection based on the shared symbols of womanhood. So whether you’re wearing jeans and a t-shirt, a saree, a cheongsam, or a kanzu, an Aramudi piece can connect you to a shared lineage of womanhood transcending one culture.

How are you embedding sustainability as part of your brand DNA?

For us, sustainability begins with our intent to produce beautiful pieces of jewellery that we hope will last for generations. Jewellery that is also easily repaired, transformed or recycled to new life. We achieve this by carefully selecting raw materials and being highly selective on our manufacturing practices for our jewellery right through to our packaging. We feel sustainability applies to the whole consumer experience, the purchasing, the packaging and delivery; not just the jewellery.

Sustainability also extends to the economics of our business. We want our makers to thrive so they’re able to continue their craft. We want our pieces to be affordable to consumers whilst developing our business and investing in the next generation of makers. We want our brand to be equitable.

What type of customer do you have in mind when creating your pieces?

We believe we are the sum of our experiences, our own and those of our ancestors. The places we’ve lived, visited, and the cultures we call home informs our identity. So Aramudi is made for those who seek to explore their identity and connect to our shared cultural lineage. It is for those who are mindful of the intent and impact of their purchases.

Tell me about your artisan practices in crafting your pieces. Where are they produced, what is the craft like, and how do you embed ethics as part of this practice?

The Aramudi pieces honour our shared cultural lineage, so we’re duty-bound to honour the integrity of our artisanal practices. To honour is to care; care for those making and care for the resources we consume in the production and sending of our jewellery. The value of care is core to our purpose.

For us, care begins with lowering our impact on our precious natural resources. We take all measures to source responsibly and use recycled and recyclable materials. Care then extends to the relationships we have with our artisanal goldsmiths in Indonesia and Thailand. We know our makers and trust in their commitment to fair wages, ethical and safe practices. The stronger our relationships, the more we learn, the more opportunities we’re finding to do things better, in a kinder, more inclusive way.

What is your larger vision for Aramudi in the future?

We hope for Aramudi to become a platform for a new generation of makers and designers – an archive of our interconnected stories, traditions and beliefs to inspire other makers to celebrate our shared lineage. To showcase the depth and reach of authenticity and the meanings behind shared motifs.