SUSTAINABILITY · 8 August 2026

Why we will never overproduce

Small runs are not a marketing decision. They are how the house was built.

Words by Julie Lynn-Evans

A quiet promise

When we started Araha we made one quiet promise to ourselves - we will never produce more than we can sell. That means small runs, occasional sell-outs, and a longer wait for reprints. It also means no landfill, no discount racks, and no unsold stock.

Here is how we make that work in practice.

THE MATH

Small enough to sell out

Every print runs at between 40 and 120 pieces. We size the run against the interest we can see - pre-orders, waitlist signups, the buyers already talking to us - and then we add a small margin for the shop and for gifting.

When a piece sells out, it sells out. We reprint the ones we love, six to twelve months later, in a new colourway.

All dispatches