CQC LA: Empowering Artisans and Children in India Through Ethical Consumerism
In the heart of sprawling cities and remote villages across India, a quiet revolution is underway, one that champions ethical consumerism uplifts artisans, and supports underprivileged children. At the forefront of this movement stands CQC LA, a socially conscious brand that is not only transforming the fortunes of artisans but also making a tangible impact on the lives of countless children through its donations to The Akshaya Patra Foundation, the largest NGO school meal program in the world. By designing unique, block-printed quilts, dresses, placemats, pillow shams, and other items in Los Angeles, and utilizing its in-house team of skilled artisans in Jaipur, India to produce them, CQC LA not only enhances the living standards of these craftsmen but also supports Akshaya Patra in feeding millions of children around India every day. It is what happens when compassion, talent, and need intersect, leading to priceless opportunities.
The foundation of CQC LA is built on a deep commitment to preserving and supporting traditional Indian craftsmanship and artistry, including hand-block printing and Kantha stitching, which are endangered by modern machine practices such as screen printing and machine sewing. “While in India, I toured Rajasthan and was amazed by the artistry of the quilts and other crafts on display,” founder Nichole Whelan remembers. “These experts were continuing a wonderful tradition, utilizing skills that had been passed down over generations. I knew that there was an enormous market for these creations, if only more people could learn about them. I founded CQC LA to bring these beautiful, traditional Indian art forms to a larger global audience, connecting them with consumers who value excellence, creativity, and quality.”
In establishing CQC LA, Nichole prioritized ethical sourcing and environmentally conscious practices. By choosing materials that are as natural as possible and producing all products in small batches to minimize waste, every decision is driven by a profound respect for humanity and the environment.
CQC LA is also about community, as Nichole and her team believe that the success of these artisans should empower others to thrive, too, particularly children. Through its partnership with Akshaya Patra, the brand is actively involved in initiatives that support welfare programs for children in India. For every quilt or clothing item sold, CQC LA donates a month’s worth of nutritious lunches to Akshaya Patra, helping the nonprofit organization in its quest to eliminate child hunger in India.
“Business should empower everyone and uplift the entire community,” Nichole believes. “We are honored to give back from our own success to these kids so that they can eat lunch every day. That in turn will help them to do better in school, if they are fortunate enough to be able to go, and to have better health. It may also alleviate any financial burdens their families may face and help them to thrive together.”
Nichole adds that as successful as CQC LA has become, she and her LA team do not believe they deserve any credit. “Remember: this is about the artisans and their talent. All we are doing is providing crucial opportunities for the world to know how incredible they are,” she says. “Trust us when we say that when you see what they can do, you will be as amazed as we are.”
About CQC LA
CQC LA was founded by Nichole Whelan CQC LA and offers unique, culturally rich pieces brought to life by its team of artisans in Rajasthan, India. Its product range includes beautifully handcrafted quilts, throws, rugs, and women’s clothing. Each item showcases the distinct beauty of hand-block printing, a technique that not only produces stunning visuals but also supports the traditional skills of artisans. To learn more about CQC LA, please visit https://cqc.la/ or follow its journey on Instagram and Facebook.
