Swoon collaborates with Orange Tree – the British classic lines meet Indian craftsmanship — a collaboration that redefines timeless furniture for design-conscious living.
Jodhpur-based lifestyle brand Orange Tree has launched the celebrated British design brand Swoon in India, unveiling a curated collection that celebrates European classics reimagined for modern living. This debut brings together 30 statement furniture pieces — sculptural cabinets, graceful media units, and confident tables — that blend the timeless appeal of mid-century Europe with the warmth and storytelling of Indian craft traditions.
For Gaurav Jain, Founder and Creative Director of Orange Tree, this collaboration marks a milestone in his brand’s mission to bring global design sensibilities to India’s increasingly design-savvy audience. “We’ve always believed in shaping interiors that are timeless, contemporary and inspiring,” he says. “Our philosophies align beautifully — both Swoon and Orange Tree honour heritage but reimagine it through a bold, modern lens.”
From London to India: The Swoon Ethos
Founded in the UK in 2012 by Debbie Williamson, Swoon has been a trendsetter in Europe’s design scene — known for its bold, expressive, and unapologetically design-first approach. “India is one of the most design-aware markets in the world,” says Debbie. “Partnering with Orange Tree allows us to offer the Swoon experience in a way that feels immediate and relevant. We want to inspire people to go bolder with design and styling — to bring beauty and practicality together.”
Swoon’s design process is built around narratives — story-led design cycles inspired by travel, culture, and emotion. As Sam, Swoon’s chief designer, explained during a panel discussion.
The coming together of the two brands was marked by a curated evening at Orange Tree, Hyderabad store – OT Going Bold with Swoon. The event also featured a dynamic panel discussion that marked the coming together of Swoon and Orange Tree, two names redefining the way we perceive design and furniture in modern Indian homes.
The conversation brought together diverse voices from the world of interiors — Gaurav Jain, Shivani Shah, Mohammad Murtaza Ali, Debbie Williamson, and Sam Greig — who shared insights on design evolution, sustainability, and the growing importance of storytelling through spaces. Interiors expert Shivani Shah highlighted the shift toward expressive yet functional aesthetics that reflect individual lifestyles, while the panel collectively emphasized the significance of collaborations that merge craftsmanship with conscious living.
The Swoon Story
Swoon’s design process is built around narratives — story-led design cycles inspired by travel, culture, and emotion. As Sam, Swoon’s chief designer, explained during the launch panel at Orange Tree’s Hyderabad store, “We create in cycles rather than seasons. Each collection begins with a story — often drawn from travel. It could be the calm of Stockholm, the colours of Tokyo, or the craftsmanship of Jaipur. Those impressions become forms, textures, and finishes that people instantly connect with.”
Gaurav Jain, Shivani Shah, Mohammad Murtaza Ali, Debbie Williamson, Sam Greig, Prreeya Jaiin
Furniture Design that Feels Human
The synergy between the two brands runs deeper than design. Both share an emotional, people-first philosophy. Debbie’s own journey — building Swoon without corporate funding — resonated deeply with Gaurav. “She simply got on a plane to India because she believed in the craftsmanship here,” he recalls. “We both understand that great design should not just look good but also feel right, be practical, and tell a story.”
Swoon’s “bold yet easy” philosophy aligns perfectly with Indian sensibilities. “Boldness can be intimidating,” Gaurav says, “but Swoon makes it approachable. The pieces are sculptural and confident, yet comfortable and useful — exactly what modern Indian homes need.”
The Power of Classics Reimagined
The evening’s conversation turned to the theme — Classics Reimagined. Interior architect Shivani shared how she sees this trend taking shape in client briefs today. “Homeowners today are global citizens. They’re well-travelled and well-informed, but they crave emotional connection and nostalgia in their spaces. A reimagined classic gives them that — it’s familiar yet fresh. It’s art you can live with.”
Orange Tree – Craft at the Core
While Swoon brings global design language, Orange Tree brings craftsmanship — a distinctly Indian strength. “Craft is at the heart of this collaboration,” says Gaurav. “Machines support artisans; they don’t replace them. Every piece combines skilled handwork with precision technology. That’s what makes the collection timeless.”
Latest Interiors Collection at Orange Tree
For India’s design-conscious homemakers, architects, and interior stylists, the Swoon × Orange Tree collaboration offers more than just furniture — it offers a language of living. These are pieces that tell stories, spark conversations, and evolve gracefully with time.
The debut edit available on **Orange Tree’s website and stores** includes Swoon’s most-loved pieces from its three design lenses:
Sculptural Statements – furniture as art, shaped by architecture and geometry.
Bold Icons – statement pieces that define a room’s character.
Classics Reimagined – nostalgic forms renewed with modern functionality and finish.
Gaurav Jain, Founder, Orange Tree in Conversation with Murtaza Ali
OT Going Bold with Swoon – Looking Ahead
Both brands see this as the beginning of a long-term journey. “We’re starting with cabinets and tables,” Debbie shares, “but the future includes sofas, lighting, and a wider range of collections. We’re testing, learning, and evolving — but always with design integrity at the core.”
For Gaurav, it’s not just a business expansion but a creative evolution. “It feels right in my heart,” he says. “This partnership was born out of friendship, shared ethics, and emotion. When intention is right, success follows.”
