Building Lioness,
One Tile at a Time.
The Founder's Journey - Daminder Kaur
For most of my professional life, I have worked in technology - building businesses, solving problems and constantly thinking about what comes next. But entrepreneurship has always been about more than the industry you work in. It is about curiosity, taking risks and being willing to build something you believe in.
Lioness began with that curiosity. Being based in Jaipur, a city rich in craft and design, made the idea of exploring cement tiles feel like a natural next step.
When Manpreet, Erik and I first explored the idea of building a cement tile business, we knew very little about the world we were stepping into. We were entering a traditional, hands-on craft that was worlds apart from the technology businesses we were familiar with.
But perhaps that was exactly what drew me to it. I was fascinated by the idea that something so simple - a tile - could bring together design, craftsmanship, technology, quality and human skill.
I wanted to understand how it was made, how we could make it better, and whether we could build a business around creating the finest possible product while keeping the craft and the people behind it at its heart.
So I took the leap. I started learning - about cement, natural pigments, moulds, pressing, curing and the incredible skill involved in making a handcrafted tile. I made my first tile, made plenty of mistakes, and slowly began to understand that creating something exceptional takes patience that no shortcut can replace.
The more I learnt, the more I fell in love with the craft.
"The artisan is the brand. Every business decision flows back to what is best for the women at the press."
Quality Without Compromise
From the beginning, our ambition was clear: to make the finest tile we possibly could.
We wanted Lioness to stand for exceptional quality and distinctive design, while giving architects, designers and homeowners the freedom to create bespoke cement tiles that are truly their own.
For me, quality isn't just about how a finished tile looks. It is about the materials, the process, the attention to detail and the pride of the person making it.
Let the Work Answer the Questions
Building Lioness also challenged me personally.
Starting a manufacturing business is difficult. Doing it as a woman came with its own set of assumptions and doubts. There were people who questioned whether I understood manufacturing, whether I could build this business, and whether a woman could really lead a venture like this.
I chose to let the work answer those questions.
But I also knew that if I was going to build Lioness, I wanted it to be more than a women-led business.
I wanted it to be a women-driven business.
More Than Women-Led. Women-Driven.
That meant creating a place where women weren't simply part of the workforce - they were at the heart of the craft itself.
Our women artisans became an integral part of Lioness. Many came from communities where opportunities for skilled work and independent income were limited. I watched them learn the craft, develop confidence, master the details of making a beautiful tile and take genuine pride in what they created.
For me, women empowerment is not simply about giving women a job. It is about building skills, creating independence, recognising talent and giving women the confidence to know that what they create has value.
And there is something incredibly powerful about that coming full circle - a business founded and led by a woman, creating beautiful products through the hands and skills of so many talented women.
Crafting Stories with Every Tile
There is something special about an object that carries a story.
With handcrafted tiles, that story begins long before the tile finds its way into a space, in the colours we create, the patterns we develop, the hands that shape them and the care that goes into getting every detail right.
The subtle variations in colour, texture and finish are part of that story. They are what give a handcrafted tile its character and make it feel truly individual.
For me, that is the beauty of what we are building at Lioness. We aren't simply making tiles; we are creating pieces that become part of the stories people tell through their spaces.
Design Without Limits
As much as I fell in love with the craft, I also saw an opportunity to give it a new expression.
Lioness brings together exceptional quality, bespoke design and traditional craftsmanship. We work with architects, designers and homeowners to create custom colours, patterns and shapes that can become an integral part of a space.
It's about pushing the boundaries of what a cement tile can be, while respecting the centuries-old technique used to make it.
A tile doesn't have to come from a catalogue.
It can begin with a sketch, a colour, a reference or simply an idea - and become something that exists nowhere else.
That is the beauty of bespoke.
A conversation with Daminder Kaur
What made you take the leap into tiles?
"Curiosity. I wanted to understand a craft that was completely different from what I knew and see whether we could build something exceptional around it. The more I learnt, the more I realised there was an opportunity to bring together traditional craftsmanship, contemporary design and the kind of quality we wanted to be known for."
What has building Lioness taught you?
"That great products take patience. You can have a beautiful idea, but turning it into something real requires persistence, attention to detail and respect for the process. I've also learnt that people are at the heart of every business - and when you give people the opportunity to learn and grow, they can surprise you with what they are capable of."
What does women-driven mean to you?
"It means women aren't simply represented in the business - they are helping shape it. From the artisans creating our tiles to the women contributing across different parts of Lioness, I want people to have the opportunity to build skills, confidence and independence through their work."
What does success look like for Lioness?
"Success is making a product we can be genuinely proud of, creating spaces that people love, and building a business where the people behind the product can grow with it."
The Journey Continues
Lioness started with curiosity. It grew through craft, persistence and the people who believed in what we were building.
Today, our focus remains simple: make exceptional tiles, create beautiful possibilities, and create opportunities for people to grow through their craft.
"The craft is rooted in tradition. The possibilities are limitless."
