Building Slowly: Reflections on the AD x JSW New Wave Recognition

There are some moments that arrive quietly, but stay with you for a long time.

Being selected as one of the 25 winners of the 2026 AD x JSW New Wave Awards by Architectural Digest and JSW is one of those moments for us at Sutary.

When Sutary began, it did not begin with the intention of simply creating furniture. It began with a larger curiosity about how objects can hold emotion, memory, and continuity. We have always been interested in creating pieces that feel timeless yet evolving, rooted yet contemporary.

An important idea within our practice is generative lineage, where one core design language can evolve into multiple forms while still carrying the same identity and values forward. For us, design is not about isolated objects, but about building a family of forms, materials, and experiences that remain connected to one another over time.

Alongside this, material honesty remains central to Sutary’s philosophy. We believe materials should feel truthful to themselves. Wood should age gracefully, grains should remain visible, and every detail should carry the warmth of the hand that shaped it. Beyond functionality, we see furniture as something deeply lived with, objects that quietly become part of people’s everyday rituals and memories.

This recognition is not just ours alone.

It belongs equally to the craftsmen who translate ideas into physical reality, the mentors who challenged our thinking, the collaborators who trusted our vision, and the friends and family who stood beside us during uncertain phases of building an independent practice.

Design journeys are rarely linear. They are filled with experiments, self-doubt, long nights, and constant learning. Which is why recognitions like these feel especially meaningful. They remind young studios like ours that there is space for thoughtful, process-driven, and emotionally rooted design conversations.

We are deeply grateful for this encouragement, and even more excited for what lies ahead.

This is only the beginning.

—
Rucharani.
Founder, Sutary