CHENNAI: Are you constantly looking for some rustic vintage props? Chennai-based brand Madras Prop Store offers everything from vintage kitchen ware, enamel ware to interesting backgrounds for both food styling/shoots and home decor needs.
Jofy Abraham, the mind behind the one-of-a-kind online store, says, “After my wedding, I started food blogging. And almost a year after that, I got into food styling,” narrates Jofy who pens the blog Foodie Adam Cookie Eve.
Eventually, the software engineer began receiving assignments from cafes and restaurants for food styling. “I was still learning but I started getting offers from restaurants like Kozhi Idli and Gupta Bhavan,” she shares. “I realised that there weren’t many in India who were into the prop and background business — exclusively for styling. After some contemplation, I decided to start my venture!”
The nine-month old store offers enamel baking trays, plates, mugs, vintage brass tiffins, black pottery, canisters, intricately carved brass trays, ladles and cutlery. It also offers backgrounds for food photo-shoots. “The props are curated from across the country — from Karaikudi to Delhi, and I don’t deal with just one seller. It takes a lot of time and research,” she says. “Instagram shots don’t need a big background. So, we customise smaller sized backgrounds if the styling/photography needs close-up shots.”
The shop has curated and customised their own set of background designs ranging from rocky floor, wood series to smoke series. “We have 50 to 60 designs so far and are looking to do more!” says an enthusiastic Joshy.
The store has a huge celebrity clientele including photographers like Anita Kamaraj, Richa (My Food Story), Shivesh (Bake with Shivesh) and Monika (Sin-a-mon tales). “My clients are from across the globe; so selling quality backdrops at an affordable price is one of the USPs. In other countries, what would cost about `7,000 is sold at `2,500 here,” she explains.
Jofy opines that most of her clients are from Bangalore, Gurugram, Hyderabad and Delhi. “Chennai needs to catch up when it comes to incorporating food styling with blogging,” she adds. “That’s why I don’t want to open a physical store yet but, I will be adding food styling to what we offer. So, there will be a studio along with the store.”
For details, call: 9597254222 or visit: https://www.etsy.com/in-en/shop/MadrasPropstore