10 am by Anjali Malhotra aims to create products and designs to beautify, personalize and add colour to lives.
Whether  you are looking for creative and thoughtful gifts for individuals or groups, accessories for homes or offices,  interesting décor or give aways for parties or events or even innovative ideas to do up an interior space, 10 am is your one stop solution.
We are everything fun and quirky, classy and sophisticated.
We brainstorm, design and create to suit the end receiver – be it a toddler, a grandmother, an executive or even a wall in your office! From funky coasters and wallart to vintage cassette lamps to useful breakfast tables and clocks - Our range is diverse.
A lot of our products are handmade and every single piece is crafted with a whole lot of love! We pay fine attention to detail and quality is of utmost importance to us.
We specialize in personalization and many of our products can be customized as per individual needs and requirements. Example - birthdays, festivals, special occasions, weddings etc.

Q. Define your work in THREE words

A. Unique, fun, and customised


 Q. Do you believe in signature style or would you rather constantly reinvent yourself?

A. A bit of both! We love new and we love creative. Whether it’s a new product category or just additional designs in older products, we constantly try to add to our existing collection. But, we believe that over a period of time, a couple of products automatically get the label of 10 ams signature products.


Q. A few emotions that impel and inspire you. Do you express the same in your work?

A. Love and freedom inspire me. Our products are often used as gifts and gifting in itself is a gesture that stems from love and happiness. I love the fact that I have the freedom to create whatever I want and there is no right or wrong. My work definitely reflects these two.


Q. When inspiration doesn’t flow through or when you feel stuck… what is it that you do?

A. I get frustrated and when better sense prevails, I eventually stop working for a while! Haha! I take a break and meet some friends or watch a movie.


Q. If you were to start a cult, what would it be ?

A. A cult that lives and breathes art sports and food. Since these are my 3 obsessions.


Q. What is the one place/ spot/ country in the world that inspires you the most? And Why?

A. That’s a hard one but I’d have to say Goa. No rules, no boundaries, no restrictions. Freedom of thought and the best place for inspiration.


Q. Tell us about your collection that will feature at the Cool Hunting Show

A. Our collection will be diverse and we will be showcasing a mixed bag of products. Some will be fun and colourful and others will be useful and sophisticated! We will also be exhibiting our new Diwali collection.


Q. Finally, why are you looking forward to the Cool Hunting Show? 
A. Amongst other things, at 10 am we are always striving for ‘cool’, ‘innovative’ and ‘unique’. I love the concept of the entire show and I feel its in perfect sync with our brand! I also look forward to meeting new and upcoming designers at the show.