In the ever-evolving world of furniture and lifestyle design, One by Two captivates with its fresh approach and modern aesthetics and living, blending dualism in design. Founded by Kahinee Shah and Drishti Patel, this Ahmedabad-based brand is carving a niche with its unique blend of style, functionality, and affordability. As the brand continues to grow, it not only redefines modern living spaces but also sets new standards for what modern furniture can be.
In this conversation, Drishti Patel and Kahinee Shah, the founders of One by Two, shared insights into their distinctive brand philosophy and modern designs, which generated considerable interest and an in-depth look at how this growing brand is reshaping the furniture and living landscape.
1. Your journey from your initial embrace of the field must have been an incredible experience. Could you share some of the key moments throughout your journey?
Kahinee Shah: We come from very different backgrounds. I am an urban planner by academics, and she is a finance graduate. Entering the design field from these distinct disciplines was challenging itself. We had to focus on the finer nuances, from mastering materials and exploring new ones to assembling and guiding a new team. While we learned a lot during this process, it was one of the major steps in our careers—transitioning from different fields to starting a furniture and home decor firm. Overall, learning about materials and team dynamics was essential to our journey.
Drishti Patel: A particularly challenging aspect was learning to speak our team’s language. This was our first time working with specialists in polish, woodwork, and fabrication. Ensuring clear communication between us and them became a significant learning curve. It was a crucial step in our development of redefining modern living.
2. Your designs at One by Two have a distinct modern aesthetic. What inspired the initial design philosophy, and how has it evolved over the years?
Kahinee Shah: When we founded One by Two, we were dedicated to creating a direct-to-consumer (D2C) brand where functionality and design go hand in hand. The name One by Two encapsulates our design ethos, where our products are characterized by one of three principles: they are crafted from a combination of two materials (One by Two material), serve multiple purposes (One by Two use case), or result from a collaboration with another designer (One by Two collab).
Drishti Patel: Our brand name clearly reflects our goals and aspirations. Over the years, we have realized that our initial aim was to create something with multiple use cases and materials. Moreover, we have consistently ensured that our modern products seamlessly integrate into daily routines, making a noticeable yet subtle difference in the customers’ lives.
3. Your design language beautifully elevates the ambience. I am curious to know what mind space you are in during the design stage of any product.
Drishti Patel: Whenever we are going through the design process, turning our sketches into final outputs, there are two key principles we always keep in mind. First, as avid consumers ourselves, we frequently ask ourselves whether we would purchase the design if we were on the other side. This perspective helps us stay aligned with consumer preferences. Second, we draw inspiration from our everyday surroundings and experiences. While functionality remains our primary focus, these principles—empathizing with customers and observing daily life—guide our approach to design.
4. Your designs combine form and function, showcasing a true harmony between aesthetics and practicality. How do you achieve this balance in your creative process?
Kahinee Shah: We always prioritize functionality in our work. Given that neither of us comes from a traditional design background, we consciously avoid experimenting with unconventional forms of the materials we use. This approach allows us to achieve two key objectives: first, it minimizes material wastage, and second, it ensures that the functionality of our designs remains impeccable.
Drishti Patel: In our design process, functionality takes precedence. For instance, when designing a drawer or wardrobe, we prioritize ease of use before focusing on the form. We also strive to minimize material wastage, ensuring that even our form design—whether using plywood or another material—remains efficient and minimalistic.
5. Selecting the right materials is crucial. How do you select the materials for your products?
Kahinee Shah: We’ve launched two furniture collections so far, with a strong emphasis on functionality and sturdiness. Given the importance of durability in our designs, we initially explored reclaimed wood as our primary material. Over the past year, reclaimed wood has proven to be a reliable choice, and we have incorporated it into most of our products. Currently, we are engaged in research and development for new materials, but reclaimed wood remains central to our work. For the foreseeable future, we plan to continue utilizing reclaimed wood, as it has consistently met our requirements for both functionality and durability.
6. How do you stay updated with the evolving design trends, and how much do they influence your product development?
Kahinee Shah: As a D2C brand, our priority is understanding our customers’ needs, whether they live in metro cities or smaller towns. We need to keep up with interior design trends, but since customers buy directly from us, our designs must fit their everyday lives. We use website data to track which products sell well and explore alternative materials to keep costs down. Customer feedback and market research are pivotal for our brand’s growth.
7. Creating a strong connection with consumers is essential. What kind of experience do you want them to have when they invest in and use One by Two products?
Drishti Patel: From the start, we were determined to build a successful Direct-to-Consumer (D2C) brand, with customer satisfaction as our key metric. Over the past year, we have certainly faced our share of ups and downs. However, our focus has always been on ensuring customer contentment. We rigorously gather customer feedback even after delivery, checking in at various intervals to ensure satisfaction and gather suggestions. If, after six or ten months, our customers are still highly satisfied, we consider that a major success and a testament to our goal.
8. As your career continues to gain momentum, what exciting steps do you plan to take next? Where do you envision yourself and your design practice evolving in the coming years?
Kahinee Shah: Our goal is to become a leading mass-premium brand, with our products in at least 50% of households across India. In addition, we plan to explore collaborations with interior designers and architects on larger-scale projects. These two objectives—expanding our market reach and forging strategic partnerships with design professionals—are crucial for our growth in the coming years.
Drishti Patel: We see a niche for offering functional, minimalistic designs at a value that reflects premium quality. Our goal is to ensure customers receive top-quality products at a price point that justifies their investment. This approach is how we intend to position ourselves in the market.
9. How do you find a sense of fulfillment and purpose in your work as a designer, beyond just bringing designs to life?
Kahinee Shah: We often reflect on how, in college, we were constantly learning new things. This has continued into our work, where we learn and apply new knowledge daily. This dynamic process keeps us motivated, even though it can be challenging at times. Ultimately, resolving issues through our continual learning gives us a strong sense of fulfillment and drives our passion for what we do.
