Spotlight on the Creators: Noor & Katu
At the Museum Heritage show last spring the Noor&Katu stall really stood out. There were crocheted pencil toppers, flower pots, bookmarks, pencil cases, finger puppets, coasters, key rings and more – and it was so colourful and full of joy. Sonya, the director of the company whose smile lighted up the stall, introduced me to the history of the company and told me about the skilled artisans based in Armenia who created these bright and joyful products. Excited by the skill and humour of these designs, we thought about the possibility of creating pencil toppers and bookmarks based on a comic image of Sigmund Freud.
We met in the museum’s garden on a sunny day when the roses were fully in bloom to discuss the project. Later, I asked Sonya to tell me more about Noor&Katu and the artisans she works with.
What was your first impression on seeing Freud’s collection, study and thinking about the brief?
Having been exposed to Freud during my core university studies in the United States, I was familiar with his theories and ideas. I am not sure what I envisaged but I was not expecting to see such a vibrant and interesting museum. Freud had always been compartmentalised in my mind as a psychoanalyst with some radical ideas. However, seeing his vast collection of antiquities, hearing his story, and being present in his beautiful home gave me a deeper perspective into his world. I was in awe of his abundant collection of sculptures, rugs, and books as well as his carefully manicured rose garden. Here was a man who had been uprooted from his home but maintained a deep interest in man and nature and was intent on constantly broadening his knowledge and intellect. Artefacts of many civilizations clutter his study, each with its own history, as if they were guiding spirits imparting their experiences to him, bringing him a step closer to understanding the human mind.
How did the project develop?
When Iveta suggested we make pencil toppers and bookmarks in Freud’s likeness, I immediately thought of one of the very skilful women’s resource centres that I work with in Armenia. Located on the northern border of Armenia and originally just a community hub, today the Centre fulfils orders from all corners of the world as the quality of their crochet is unmatched. Most of the women in this region have lost, or care for disabled husbands, fathers, brothers or sons who have had to defend their homeland from attack as recent as 2020. Thus, having a sustainable income is imperative for these women. The team of crocheters is led by Zhanna and Seda, both of whom have unmatchable talent.
Zhanna and Seda crocheting Prof.Dr.Freud Pencil Toppers
They are truly able to muster up a crocheted object using extremely fine hooks with an expertise I have yet to witness elsewhere – all while being able to maintain a conversation. They pass on their knowledge to the other local women with the most talented working on some of the more detail focused projects such as this one.
Seda is eager to tell me how therapeutic it is for her to lose herself in her crochet. Today marks the 4th anniversary of the loss of her husband. Zhanna explains how the most difficult part is getting Freud’s hair right and then her face lights up with joy when she describes how much she loves the moment when she pops the hat on his head.
How did the artisans approach the project?
Having heard of but not being at all familiar with Freud, when I originally explained the brief to them, they were laughing and joking at why someone would want bookmarks and pencil toppers of what might essentially be someone’s ‘grandfather’ as opposed to the cute animal bookmarks and pencil toppers they had been producing for years. Unlike other characters they had developed like Shakespeare or the flamboyant Frida Kahlo, this was a rather unusual choice. However, this ‘oddity’ evoked a rather keen interest in them to learn about Freud and discover who he was and what he contributed to the world of psychoanalysis. Most of their families also took an interest and Freud became quite the topic. Thoroughly impressed with what they learned, they went to work on creating the prototype. Working from several photos of Freud, they came up with the original prototype and after about 3 trials, it was decided that he should have a hat and a cravat, and the result was magical.
They were quite pleased to let me know that when they have visitors from abroad at the resource centre, they are immediately able to identify the bookmarks and pencil toppers as Dr Freud!
To note:
Zhanna and Seda wanted me to express gratitude on behalf of all the women working on this project. This is a region in which women are expected to fully take on all the household responsibilities and do not receive any kind of reparation. The income from these projects gives them independence they might not otherwise have such as the freedom to go see a doctor if needed or get themselves something because they have earned the income themselves and don’t need to justify their needs. They have explained how in the face of so much difficulty, it raises their self-confidence. Furthermore, they want to explain that they put their heart and soul into the work because they are proud and want to show the world that the small ‘forgotten’ villages in Armenia can give something beautiful to the world. It touches my heart every time and reminds me why I started Noor & Katu almost 4 years ago. I’m so very proud of them.
N.B. Noor & Katu also work with Anna who manages a women led art school in another border village in the North who have created a wool handwoven bookmark for the museum with one of the motifs from the rug which drapes over Freud’s famous couch.
Gohar and her team of ladies from our women’s resource centre in the southern border of Armenia crochet crocodile and shark pencil cases for the museum and our team of veterans in the capital of Yerevan have created bespoke magnets for the museum. All these projects offer life changing work opportunity and fairly paid employment for our artisans.
You can find out more about Noor&Katu story on their website here.
Shop Noor&Katu products here.
Interviewed by Iveta Rozlapa
Retail Manager
