Revitalizing traditional craft: Integrating thewa jewellery motifs in men’s ethnic kurtas through surface ornamentation techniques

This research investigates the application of traditional Thewa jewellery motifs an intricate Rajasthani craft combining gold filigree with coloured glass in the design of men’s ethnic kurtas using surface ornamentation techniques. The study aims to document Thewa motifs, develop design prototypes using hand embroidery (zari work), and evaluate their aesthetic and commercial viability. Conducted in Jaipur, India, the research followed a five-stage methodology: technique selection, literature review, motif digitization, CAD-based design development, and acceptability evaluation through surveys. Fifteen kurtas were designed digitally, of which five were prototyped and assessed by 50 respondents aged 20–25 years. Results revealed a clear preference for design D1, especially with motif placements at the sleeve and corner. Profitability estimates indicated a viable margin of 25–30% for mass production. The study underscores the value of integrating heritage crafts with modern apparel design and highlights new avenues for culturally rooted product innovation in ethnic menswear.