Indocara
The Wright-Southeast Asian influence
The Wright-Southeast Asian influence
By Laura Salinger
It was hard to muster the desire to go indoors on a recent, beautiful summer day but Indocara was as
warm and welcoming as the day itself. Tucked into the 500 block of West Washington Avenue in a
historically recognized building (a Wisconsin Historical Society example of Mediterranean Revival
tradition), Indocara is a global furnishing store that specializes in unique Southeast Asian furnishings and
accessories.
“We really have things at Indocara that you can’t find anywhere else in Madison,” owner Natasha Vora
says.
Indocara’s showroom is spacious, airy and flowing and Vora is right, the store offers distinctive pieces
that titillate the inner interior designer inside (no matter how dormant your interior design genes may be).
Abundant in warm brown, red, and orange tones, Indocara’s showroom features pieces from Indonesia,
Thailand, and India. A two-toned curved palm bench sits at the back of the first showroom — beautiful and
unique in design — and can be had for $4,000. A mahogany slant rocking chaise, for $900, is sleek and
modern and perfect for lounging. Other pieces that stood out — among many — were a recycled driftwood
table, teak tables with sleek and interesting lines, a love seat and chair with backs made of leather
braiding, and a rosewood bookshelf from India.
Indocara also offers a number of accessories in affordable price ranges that could bring inimitable décor
to any home. A banana leaf vase (yes, they are real banana leafs) from Indonesia costs $28, a replicated
Thai stone artifact costs $80, silk scarves from India are around $60, and a bamboo-inserted decorative box
is $28. Jewelry made from Thai and Indian beads are on hand, crafted by local jeweler Ellieflower, and
range in price from $25 to $85.
For Vora, Indocara is literally a labor of love. Originally, Vora imagined herself being a professional figure
skater. Owning a high-end furniture store may seem a long cry from her athletic roots but Vora asserts that,
artistically, her past and present are very similar.
Raised in Racine, Wis. by her Eastern Indian father — a former owner of a polymer manufacturing plant —
and her French Canadian mother who ran a swimming school, Vora started skating at the age of five. She
It was hard to muster the desire to go indoors on a recent, beautiful summer day but Indocara was as
warm and welcoming as the day itself. Tucked into the 500 block of West Washington Avenue in a
historically recognized building (a Wisconsin Historical Society example of Mediterranean Revival
tradition), Indocara is a global furnishing store that specializes in unique Southeast Asian furnishings and
accessories.
“We really have things at Indocara that you can’t find anywhere else in Madison,” owner Natasha Vora
says.
Indocara’s showroom is spacious, airy and flowing and Vora is right, the store offers distinctive pieces
that titillate the inner interior designer inside (no matter how dormant your interior design genes may be).
Abundant in warm brown, red, and orange tones, Indocara’s showroom features pieces from Indonesia,
Thailand, and India. A two-toned curved palm bench sits at the back of the first showroom — beautiful and
unique in design — and can be had for $4,000. A mahogany slant rocking chaise, for $900, is sleek and
modern and perfect for lounging. Other pieces that stood out — among many — were a recycled driftwood
table, teak tables with sleek and interesting lines, a love seat and chair with backs made of leather
braiding, and a rosewood bookshelf from India.
Indocara also offers a number of accessories in affordable price ranges that could bring inimitable décor
to any home. A banana leaf vase (yes, they are real banana leafs) from Indonesia costs $28, a replicated
Thai stone artifact costs $80, silk scarves from India are around $60, and a bamboo-inserted decorative box
is $28. Jewelry made from Thai and Indian beads are on hand, crafted by local jeweler Ellieflower, and
range in price from $25 to $85.
For Vora, Indocara is literally a labor of love. Originally, Vora imagined herself being a professional figure
skater. Owning a high-end furniture store may seem a long cry from her athletic roots but Vora asserts that,
artistically, her past and present are very similar.
Raised in Racine, Wis. by her Eastern Indian father — a former owner of a polymer manufacturing plant —
and her French Canadian mother who ran a swimming school, Vora started skating at the age of five. She
practiced relentlessly and was skilled enough to make it all the way to the U.S. Figure Skating
Championships, where she received a bronze medal. Numerous injuries later, including a severe
ankle fracture, Vora was forced to give up the sport.
“It was devastating,” she recalls. “To have worked so hard for something and then have to give
it up, it was really hard.”
Vora later attended UW-Madison and obtained an undergraduate degree in both French and
Spanish. She spent her senior year studying abroad in France and Spain. She would later go on to
work for Lands’ End and Rayovac. At Rayovac, she served as the international marketing
coordinator and then spent three years in Boca Raton, Florida as an operations analyst for their
Latin America division. For Lands’ End, she served as an Internet inventory manager, Internet
merchant and an associate swimwear Merchant. Eventually, she would decide to go it alone and
develop her own business. Armed with an extensive business plan (many years in the making)
and several bank loan denials later, she obtained a small business loan and Indocara was born.
“I already had the import experience, which is a big hurdle for many people,” Vora says. She also
had extensive travel experience and, most importantly, a vision. “Ultimately, I really wanted to
bring a unique niche to Madison.”
Although influenced and inspired by Southeast Asian textiles and furnishings, she also
describes Indocara’s style to be reminiscent of Frank Lloyd Wright due to the “clean lines” and
classic, yet modern designs of her furnishings. Her first introduction to Frank Lloyd Wright came
while attending the Prairie School in Racine. Designed by the Taliesin Associated Architects in
the spirit of Wright’s style, the Prairie School is aptly named after the works of the Prairie School
architects, of which Frank Lloyd Wright was the most famous proponent. Prairie School
architecture invokes what has been described as organic architecture, where structures are
inspired by the sites they inhabit. Constructions are often marked by their horizontal orientation,
flat or hipped roofs, and a “natural integration” with the landscape.
While Indocara certainly offers unique furnishings and accessories, Vora willingly admits that
her industry is feeling the impact of a downtrodden economy.
“My industry is definitely having a hard time, as is almost everybody,” she says.
Yet, this isn’t stopping her from envisioning a bigger and brighter future for Indocara. She
hopes to create an Indocara trade website which will work directly with architects and interior
designers. She envisions bringing in large scale shipments for boutique hotels and other venues
seeking the sleek, Southeast Asian infused furniture and accessories offered by Indocara.
For more information or to view some of Indocara’s offerings visit www.indocara.com. Visit
Indocara at 540 West Washington Avenue or give a call to (608) 251-7711.
Championships, where she received a bronze medal. Numerous injuries later, including a severe
ankle fracture, Vora was forced to give up the sport.
“It was devastating,” she recalls. “To have worked so hard for something and then have to give
it up, it was really hard.”
Vora later attended UW-Madison and obtained an undergraduate degree in both French and
Spanish. She spent her senior year studying abroad in France and Spain. She would later go on to
work for Lands’ End and Rayovac. At Rayovac, she served as the international marketing
coordinator and then spent three years in Boca Raton, Florida as an operations analyst for their
Latin America division. For Lands’ End, she served as an Internet inventory manager, Internet
merchant and an associate swimwear Merchant. Eventually, she would decide to go it alone and
develop her own business. Armed with an extensive business plan (many years in the making)
and several bank loan denials later, she obtained a small business loan and Indocara was born.
“I already had the import experience, which is a big hurdle for many people,” Vora says. She also
had extensive travel experience and, most importantly, a vision. “Ultimately, I really wanted to
bring a unique niche to Madison.”
Although influenced and inspired by Southeast Asian textiles and furnishings, she also
describes Indocara’s style to be reminiscent of Frank Lloyd Wright due to the “clean lines” and
classic, yet modern designs of her furnishings. Her first introduction to Frank Lloyd Wright came
while attending the Prairie School in Racine. Designed by the Taliesin Associated Architects in
the spirit of Wright’s style, the Prairie School is aptly named after the works of the Prairie School
architects, of which Frank Lloyd Wright was the most famous proponent. Prairie School
architecture invokes what has been described as organic architecture, where structures are
inspired by the sites they inhabit. Constructions are often marked by their horizontal orientation,
flat or hipped roofs, and a “natural integration” with the landscape.
While Indocara certainly offers unique furnishings and accessories, Vora willingly admits that
her industry is feeling the impact of a downtrodden economy.
“My industry is definitely having a hard time, as is almost everybody,” she says.
Yet, this isn’t stopping her from envisioning a bigger and brighter future for Indocara. She
hopes to create an Indocara trade website which will work directly with architects and interior
designers. She envisions bringing in large scale shipments for boutique hotels and other venues
seeking the sleek, Southeast Asian infused furniture and accessories offered by Indocara.
For more information or to view some of Indocara’s offerings visit www.indocara.com. Visit
Indocara at 540 West Washington Avenue or give a call to (608) 251-7711.
| (Above) Natasha Vora founded Indocara, a global furnishing store in Madison. (Other shots on this page) some of the featured furniture in the Indocara showroom |