From a Mother’s Love to a Home Linen Brand

Every creative journey begins with a small, heartfelt moment.
Mine began with my kids.

When my son was a toddler he loved ‘Winee the Poo’. So on his curtains I created life size applique Poo. Later many years ago, when daughter was little, she adored Dora. Like most children, she wanted her world to reflect the things she loved. Wanting to make her room special, I embroidered tiny Dora motifs along the bottom of her curtains.

What started as a simple act of love soon turned into something magical. Slowly, embroidery stopped being just a hobby. JAM creations was born.

The joy of seeing those playful characters come alive through thread inspired me to experiment more. I embroidered a few more cartoon characters as framed wall art. Soon I began embroidering floral patterns on her dresses, adding delicate stitches and colourful details that made each piece unique.

Friends and family began noticing the work and encouraging me to create more. With every design, my confidence grew and my creativity expanded. What started as JAM creations, a small personal expression of embroidery and textile art, slowly found its wings and became SonnetStrand Arts.

I started creating machine embroidered portraits of well-known personalities.

Over time, my love for wall art and handcrafted textiles evolved into something bigger — a vision to create beautiful, thoughtful products for homes.

That vision became BHK Linens.

Today, BHK Linens celebrates the beauty of handcrafted home textiles, blending traditional techniques with contemporary style. Every stitch carries the same care, warmth, and attention that once went into decorating a little boy’s & girl’s room.

Because at its heart, BHK Linens was never just about fabric.

It was always about home, love, and the stories we stitch into everyday life.

— Jyotsna Maurya
Founder, BHK Linens