Behind the scenes

Joshila is a Hindi word that means "full of passion, full of life"—just like our products. Each creation is made with enthusiasm, dedication, and a deep love for authentic craftsmanship.

The brand was born from the meeting of two complementary worlds: Virginia Avanzini, an eclectic spirit who lives between Italy and India, and her mother, Giovanna Tornatora, an interior designer with a long career in textile design. A love for various forms of art, colors, and travel inspires us to continually find new ways to bring the elegance and vibrancy of Indian craftsmanship and the exquisite quality of Made in Italy into your homes and wardrobes.

We believe in quality over quantity. That’s why we produce in small batches: each piece is unique, created with care and respect for the materials and the artisans who craft it. We work directly with artisans who pour their hearts into every detail, preserving ancient knowledge and embracing the beauty of handmade imperfections. This approach allows us to reduce waste, support sustainable production, and offer our customers authentic pieces—never industrial, never soulless.

For our shipments, we have chosen reusable packaging to minimize environmental impact and promote a more responsible and circular consumption model. We believe that even small actions can make a difference in building a more sustainable future.

Choosing Joshila means choosing the story behind each product, the hands that created it, and the philosophy of a more conscious way of consuming.