The table is decked with an orange check tablecloth. Large windows let in the sunny, fall morning. The dogs are snoozing fitfully at our feet and mugs of hot tea warm our hands. I’m sitting in my dining room with Sheila Maithel and we’re talking inspiration, transformation, and the Saskatoon food scene.
Sheila owns and operates Protagonist Design, an art and design business that she runs online as she travels between Atlanta, Georgia (USA) and Saskatoon, Saskatchewan (Canada). Through her projects at Protagonist Design, she aims to promote curiosity, kindness, perseverance, and playfulness. Her most recent project certainly inhabits the intersection of these themes.
Sheila is presently working on offering a jewelry line inspired by kintsugi—the Japanese tradition of repairing broken pottery with lacquer and gold. The thought behind this practice is that brokenness can be made whole rather than discarded; the cracks can be celebrated as a natural history of the piece instead of hidden. Sheila applies this philosophy to her own human experience, choosing to believe that times of profound heartbreak in her life deserve to be transformed. She believes that the moments that crack us open might actually make us stronger, not weaker. Through this project, Sheila lovingly makes visible the cracks in our lives, and “honor[s] life’s battle scars and character-building moments.”
The inspiration behind Protagonist Design began in 2013, when toy startups started to produce gender-neutral toys and action figures. Inspired to develop toys that were motivational and educational, Sheila decided to try designing her own action figures of heroes from world culture. Her first figure was of Durga, a warrior goddess in Hindu mythology. With 10 independently moving arms, this is one of the most sophisticated figures in the world. Engineering it was an opportunity to hone her 3D modelling skills.
Just before the COVID-19 pandemic hit, Sheila was in India visiting family and studying different art forms. She took an interest in temple jewelry—miniature representations of the figural sculptures found in Hindu temples. This led to an enduring interest in jewelry-making. She had developed the skill of using software to model objects in 3D with her work in action figures, and a new technique was born: using software to model jewelry.
Sheila later worked with friend Ishan Khosla and the Typecraft Initiative to produce Protagonist Design’s first line of 3D modelled jewelry: a series of English alphabet pendants. Ishan is a kindred spirit, passionate about studying and preserving traditional embroidery styles in Barmer, India. Knowledge of this art form is disappearing from the region because of the ongoing geopolitical tensions with neighbor Pakistan. The team at Typecraft Initiative designs typefaces based on original embroidery and printmaking by local artists. What is a bleak situation—the loss of traditional knowledge and techniques—became a source of transformation, creativity, and beauty through their work.
When I ask who inspires her in business, the answer comes almost immediately: Yvon Chouinard, the founder of the Patagonia clothing and gear company. Sheila admires his decision to donate the company to a trust to preserve the business’s environmental conscientiousness. As a brand, Patagonia is easily recognized, well-known for superior quality and craft, and guided by a strong moral compass—all things Sheila aspires to be. Her father and grandfather have passed away, but continue to inspire her with their dedication to strong ethics and commitment to quality work.
When questions of ethics arise these days, the topic of AI isn’t far behind. I ask tentatively whether AI has found a home among the tools she uses and Sheila laughs. She has experimented with using AI image generators to illustrate her project ideas but most seem to fail spectacularly at capturing what she imagines. As well, Sheila values transparency and authenticity. When using images to communicate, she prefers to work with original photos.
Protagonist Design is presently supported by a number of other technologies:
Custom domain (Shopify)
Crowd-sourced project funding (Kickstarter)
3D modelling software (Fusion360, now known as Autodesk Fusion)
Manufacturer (Shapeways)
Private community of supporters and promoters (WhatsApp)
In building skill in these technologies, Sheila says her strength lies in her curiosity; it gives her the ability to successfully learn and navigate through new systems.
The advice Sheila would give to new creators starting out?
Launch when you’re still embarrassed!
She paraphrased Reid Hoffman of LinkedIn, referencing his well-known saying. On this they agree: there is more to learn by doing than by imagining.
As we wrap up our discussion, Sheila reveals she is an unabashed foodie with an interest in international food and a bias towards the “new, weird thing.” Her favourite place to go in Saskatoon at the moment is Petra Market—an international grocery, bakery, and butcher shop—where customers can order delicious Mediterranean-style baked goods to go.
Thank you, Sheila, for taking the time to teach me about your business and share your amazing story! To learn more about Protagonist Design and its kintsugi-inspired jewelry line, check out the project’s Kickstarter campaign.
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