Alumni Speak
‘Psychology helps me understand what my clients truly want’
Alumna of Apeejay College of Fine Arts, Jalandhar blends creativity, psychology and family values to build a heartfelt
hand-casting business
For Jasnoor Kaur, every casting she creates is more than just art – it’s a piece of someone’s memory captured forever. A proud alumna of Apeejay College of Fine Arts (ACFA), Jasnoor has built a soulful business that brings together her artistic roots, emotional intelligence, and entrepreneurial spirit. From her very first client to managing day-to-day challenges, her journey is a story of passion, family support, and deep empathy.
Read edited excerpts:
Do you remember your very first professional hand-casting experience?
Absolutely! My first professional casting was for a couple celebrating their 31st anniversary. They were related to a close friend and had traveled all the way from Bhopal. It was overwhelming – and special. I felt so proud that my very first delivery was going outside Punjab! It made me realise how meaningful and impactful my work could be.
How do you balance your artistic side with the business aspects of your work?
It’s not easy, honestly. But coming from a business family helps. My father supports me with the business side – while I take care of the creative process. If something doesn’t meet my expectations, I experiment with it again, often with help from my family, until I get a refined final product.
Can you walk us through your creative process – from appointment to delivery?
Sure! It starts with an appointment. I finalise the date and time with the client, and during the session, we discuss the design, color preferences, and framing options. Then we take the molds, start the casting, de-mold and clean it, followed by sun-drying. Once dried, I paint, shape, and send it for final framing before delivery.
Do you take on emotionally sensitive projects like memorial castings?
No, I don’t do memorial castings. But honestly, every project is emotionally special – whether it’s a newborn’s tiny hand or the hand of an elderly parent. Each casting holds deep meaning.
Has your background in psychology helped you handle emotional moments with clients?
Definitely. Emotions naturally surface in this business. Psychology helps me understand what my clients truly want. It also helps me stay calm under pressure and find the best solutions when challenges arise.
