How do we remain resilient as a small business?

Care can't be rushed: Reflections on Devi at the start of 2026

I know this year will be tough—politically, socially, economically. So, the question I keep returning to is simple, and not at all easy:

How do we remain resilient while staying true to our intentions?

For Devi, this year is about strengthening our foundation, and the partnerships that make everything possible. So much of building a small business happens far from the finished product. It lives in the quiet, unglamorous details—the mud of it, the necessary work behind the scenes.

There are countless decisions that quietly shape a business.

In tough economic conditions, the questions become more pointed: How do we contain costs while making sure everyone involved, our partners, ourselves, our customers, feels respected and taken care of?

How do we do better without cutting corners or compromising our values?

Just as important is how those changes are communicated. How do I talk with our manufacturing partners in a way that feels shared, not imposed? Care doesn’t come from instruction alone, it comes from understanding. From knowing people’s lives, what they value, and what they are already carrying. The real work is finding ways to adapt without asking anyone to carry more than they should.

I’ll be traveling to India in February for a short but intentional visit.

My hope is to spend time listening, observing, and strengthening the systems we’ve built together. Some conversations will be practical, about: shipping, logistics, and small process changes that can help all of us do better. But those conversations only matter because of the relationships underneath them.

Care can’t be rushed. And it can’t be imposed.

It grows from knowing one another—understanding daily lives, responsibilities, and hopes. When changes are needed, they have to be shared in a language that honors what each person values, not just what the business requires.

Beyond cost and quality, what matters deeply to me is provenance: knowing who made each piece, how, and why. That kind of depth takes time. Our collections are growing, our patterns more intricate, and our work more collaborative. Even within block printing, artisans hold very specific knowledge and strengths. As we grow, expanding thoughtfully, without losing intimacy, feels essential.

So much of my thinking right now sits in this space: How do we survive and grow at the same time?

To me, resilience isn’t about pushing through at all costs. It’s about staying connected. If we can move through this period of economic pressure while protecting our relationships and honoring our values, then whatever comes next will be built on something solid and shared.

Right now, things are tight. Which means this is the moment to be focused, intentional, and to take care of one another, so we can continue, together.

With Love,

Rashmin K. Joshi