Frieze | Praachi Raniwala’s Diwali Decorations
Jo Malone London

‘Metaphorically, it stands for then triumph of light over darkness,’ says Praachi Raniwala, ‘of good over evil.’ The Mumbai-born fashion and lifestyle journalist and founder of Bloom Barn is talking about Diwali, the traditional Hindu festival of light, taking place this year on 12 November. Beyond celebrating brightness and hope, Diwali is ‘a great time to be connected with your culture and heritage,’ says Raniwala. For her, decoration is key, and Diwali involves elaborate table settings and many flowers, including what she calls the ‘quintessentially Indian festival flower’, the marigold. She takes the same care when gifting, insisting on personal handwritten notes, and saving the ones sent to her by friends and loved one. ‘It’s not just about the tangible gift for me,’ she explains. ‘I think how you present your gift is just as important.’

A film by Elefant for Frieze, in collaboration with Jo Malone London.