Hi, I’m Isha
Founder, Decoy Galleries — a bridge between California living and Indian craft
Before Decoy Galleries, I spent years in biotech research—running experiments, managing products, solving problems with data and science. It was fulfilling work, but as I spent more & more years away from home, I started looking for things that were less cerebral and more soulful. I desperately craved a sense of belonging, of Home. Decoy Galleries was born from that yearning & together with you, I hope to create a place of belonging for the global diaspora - that is at home in multiple cultures but refuses to conform to one identity. To that rebellious soul, I say, welcome Home.
Where It Started
We're surrounded by the fast and forgettable. But in my childhood, India lived in handmade teak furniture, carved textiles, and slow rituals. Nothing was styled. Everything had a soul.My grandmother's home wasn't curated for Instagram. It was layered with objects that had been touched, used, loved for decades. The brass serving dishes, the block-printed bedspreads, the wooden toys that had entertained three generations of children.
Every object told a story. Every corner held a memory.
As I began creating a home of my own—first as a new wife, then as a new mother—I longed for objects that meant something. That told stories and held time. But I couldn't find them. At least not in a way that fit my modern California life.
“Nothing needed to be styled. Everything had a soul.”
Why Decoy Galleries Exists
Decoy is a return to slow living. Modern design rooted in centuries old craft. Made with purpose and meant to last. So the next generation—like my daughter Meera—can inherit beauty that feels both grounded and free.
What We Believe
- Objects should have origins worth knowing.
- Artisans deserve sustainable income and respect for their craft.
- Sustainability isn't a trend—it's a responsibility.
- Natural materials trump synthetic convenience - they are hypoallergen, more durable & environmentally responsible to produce.
- And finally, beauty and practicality can and should—coexist.
The same table runner that elevates your Diwali dinner should handle Tuesday night spaghetti. The favors you give at celebrations should be meaningful enough to keep.
About the Name
Decoy invites you to look twice—to pause and notice what isn't obvious at first glance. Every object, like every person, holds layers worth discovering. It's a reminder that the most valuable things often reveal themselves slowly; that craftsmanship lives in the details; that there's always more to the story.
What's Next
This is our first collection, but it won't be our last. I'm already working on new designs with our artisan family in Jaipur—dreaming up ways to bring more of that slow, soulful beauty into modern homes.
I'm building this for Meera, so she grows up knowing where she comes from—so heritage isn't just something we talk about; it's woven into the fabric of our daily life. Literally.
And I'm building this for you: for anyone longing for objects that mean something; for conscious consumers whose purchases reflect their values; for all of us who want the things we bring into our homes to tell stories worth passing down.
Thank You
Thank you for being here. For supporting artisan families in India. For choosing slow over fast, meaningful over disposable, story over stuff. This is more than a brand. It's a homecoming. And I'm grateful you have chosen to become a part of it
With intention and gratitude,
Isha Sethi, PhD
Founder, Decoy Galleries
San Francisco, California
