"Handwoven. Sustainably made. Rooted in tradition. Because true craftsmanship never crumbles."
A Creative Beginning
From a young age, Annemarie had a deep passion for creativity and an exceptional eye for colour an ability her art teacher recognized early on. Even when her drawings were unfinished, she consistently earned high marks for her colour compositions. Encouraged by her parents, she pursued a degree in Fashion & Textile Design, where a heritage project introduced her to Sri Lanka’s artisan communities. This experience ignited her passion for collaborating with artisans to create sustainable designs.
Colour palette by Annemarie
From Startup to Entrepreneurship
After graduating, Annemarie worked at a fashion startup but soon realized her dream of launching a brand. Around the same time, COVID-19 struck, leading Annemarie and Pavan to start a high-quality fabric mask business, serving over 500 clients, including individuals and corporate buyers.
As the world emerged from the pandemic, they began thinking long-term. Driven by their love for traditional craftsmanship, they envisioned a brand dedicated to reviving and preserving endangered artisan techniques. Pavan, with his engineering background, introduced a structured, problem-solving approach that helped shape the brand’s business strategy.
The Birth of Crumbled Heritage
With Lithma’s creative input, they quickly landed on the perfect name Crumbled Heritage and designed the logo in just one day. Today, the brand stands as a testament to sustainability, ethical craftsmanship, and cultural preservation.
Iterations of Crumbled logo
Kevin (Left) , Lithma (Middle) , Annemarie (Right) (Initial team in Sri Lanka)
Leaving Sri Lanka: A Difficult Decision
The Aragalaya movement played a significant role in Annemarie’s decision to leave Sri Lanka, as it did for many young Sri Lankans who had lost hope due to the worsening economic crisis. With power cuts, soaring prices, and public frustration, her parents strongly believed she should leave. Although it wasn’t her personal preference, the chaos around her made it difficult to disagree.
Image :First Post
During this uncertain time, Crumbled Heritage was taking shape. Annemarie worked from her father’s office, where she set up the website, managed online sales, and met with clients in person. The brand focused on limited-edition collections, producing only 5-7 pieces per colour variant, appealing to customers who valued exclusivity.
While applying for her visa, she secretly hoped it wouldn’t be approved so she could stay and continue working on Crumbled Heritage. However, after eight months of waiting, her visa was granted, and her path was set she had to leave.
Adjusting to Life in Canada
Leaving Sri Lanka was a significant adjustment for Annemarie. She had never traveled or lived abroad for an extended period unless it was for educational purposes. Everything from navigating public transport to understanding the education system was a new experience, requiring her to start from scratch.
Amidst this transition, she did her best to keep Crumbled Heritage afloat. Since Pavan had already been in Finland When the brand launched, his absence did not initially have a major impact. He primarily handled consultancy, while Annemarie engaged directly with customers, adding a personal touch that became an essential part of the brand.
However, after her move, that connection was lost, and the brand struggled to meet customer expectations under the restricted setup. Her intern at the time was part-time, and with his full-time job demanding more of his energy, his contributions naturally became more limited.
This left a dent in the brand, one that wouldn’t be easily repaired without a renewed, full-fledged effort. Eventually, customer engagement significantly dropped, and the company relied primarily on retail sales, which could not fully sustain the vision Crumbled Heritage once promised.
A Defining Moment: The Push to Fight Back
During the most uncertain times for Crumbled Heritage, when customer engagement had significantly dropped and the brand was struggling to meet expectations, Annemarie found herself questioning whether she could truly rebuild it. The move to Canada had disrupted everything—the personal touch she had with customers, the hands-on approach to managing production, and the sense of connection to the artisan communities that made Crumbled Heritage special.
Yet, even in the midst of these struggles, one thing remained constant—the steady stream of customer inquiries. Loyal customers who had previously purchased from Crumbled Heritage continued to reach out, not just to ask about restocks or new collections, but to check in on her and the brand. Some even went a step further, offering words of encouragement and advice.
One conversation, in particular, stood out. A longtime customer, upon hearing about the challenges Annemarie was facing, shared her own entrepreneurial journey and reminded her that setbacks are part of the process. She told Annemarie, "Businesses go through phases. The fact that people are still asking about your products means they believe in what you’ve created. Be patient. Build it slowly, but don’t stop."
Hearing those words from someone who had navigated similar struggles reignited something in Annemarie. It reminded her why she started Crumbled Heritage in the first place to create something meaningful, to preserve craftsmanship, and to share the beauty of handwoven traditions with the world. She realized that the brand wasn’t just a business; it was a community, and that community still believed in its potential even when she was struggling to see it herself.
That was the moment she knew she had to fight back. Not by rushing into things recklessly, but by taking small, steady steps forward.
Message to our Customers
To Crumbled Heritage’s customers, Annemarie, Pavan & the team sincerely apologizes for these shortcomings. They are deeply grateful for their support and understanding during these challenging times.
Now in Canada, Annemarie is focusing on educating herself on the business aspect of fashion and specializing in digital media, equipping herself with the knowledge and skills needed to rebuild and grow Crumbled Heritage into the brand it was always meant to be.She also connected with startup networks like Social Ventures, where she met Alex, an invaluable supporter.
Rebuilding Crumbled Heritage
Strengthening Our Team
While in Canada, Annemarie remained in constant discussions with Pavan, strategizing ways to revitalize the brand.
One major realization was the need for full-time employees. With this in mind:
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We have hired a fantastic executive to drive execution.
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We are currently in the verge of hiring a design intern to bring fresh creativity to our social media and product development.
A Learning Process
As we grow Crumbled Heritage, we recognize that building a sustainable business involves trial and error. From hiring and leading a team to effectively communicating our vision, every step is a learning experience. However, we are committed to making Crumbled Heritage stronger than ever.
“The bags were a hit! Thanks. Everyone loved it! I liked the bag you put it into—classy with no fuss. What’s inside speaks for itself!! ” - Mrs. Ranjitha , March 4, 2025
This was a recent comment from a customer after we successfully delivered a bag order as gifts for her friends. Although we hadn’t been actively updating our social media or website, she discovered us through a friend’s recommendation something we are truly grateful for.
This kind of support motivates us as we work on revamping and expanding our offerings. As we begin releasing new designs online, we look forward to continued customer engagement, which will help us further our shared vision: to uplift and preserve the artisan community and traditional craftsmanship.
We are excited to embark on this new chapter for Crumbled Heritage. With a renewed vision, a growing team, and customer support, we are confident that the brand will thrive once again.
Join us in preserving the art of true craftsmanship. Handwoven. Sustainably made. Rooted in tradition. Because true craftsmanship never crumbles.
Follow us on Instagram @crumbledheritage for upcoming updates!
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