Rowan Serrao balances a 9-to-6 construction job with his thriving woodworking venture, @serraowood.co. Based in Divar and armed with a Civil Engineering degree from the Goa College of Engineering, Rowan began creating as a hobbyist after work hours. “It started with discarded slabs from my dad’s old workshop,” he recalls. “I’d fix them with epoxy and work on small projects. The first time I oiled a finished surface, watching the wood grain come alive, it felt like magic.”
Inspired by Goa’s character
My inspiration comes from Goan life and architecture. The mother-of-pearl inlay idea came from oyster shells my dad had saved since the ’90s. I wanted to use them for something meaningful, so I made a nameplate for our home. The root bowls are sculpted from discarded logs that I hollow out by hand, each one feels like rediscovering a story.
Culture in craft
Goa’s blend of Portuguese and Indian culture shapes everything I make; the tiled facades, old doors, churches, temples, and antique furniture I grew up around. I try to preserve that Goan warmth through texture and detail.
Azulejo art is a big influence, especially how Goan artisans have localised it. Arya Khedekar, who paints many of my tiles, brings that fusion beautifully. I also draw inspiration from old Goan window frames, shellwork, and motifs around Divar.
Tradition and technology
I’m currently experimenting with shell inlays, azulejos, and LiDAR scanning for digital precision. I send clients 3D previews before tiles are hand-painted and kiln-fired, it’s a mix of traditional finishing and modern tech.
Craft meets camera
The idea was always to document my process honestly. My marketing strategy was simple: show how it’s done from scratch. I’d already studied audio engineering and loved photography and colour grading, so I spent six months figuring out angles, flow, and storytelling.
Social media is what really made @serraowood.co take off. People love seeing something handmade take shape, it’s authentic. Every reel brings in new clients, collaborations, and ideas. What started as a hobby page has grown into something far beyond what I imagined.
I try to make every reel visually engaging, a mix of close-ups and wide shots that tell a story: where it began, what inspired it, and how it transforms. I keep reels under 90 seconds to hold attention, and yes, my baritone voiceovers help them stand out too!
Everything’s shot on my iPhone, a DSLR wouldn’t survive the sawdust storms! The phone’s quick and perfect for capturing moments. Sometimes I mic the workshop to record natural ASMR sounds, then add voiceovers later. It’s instinctive, not staged.
Sometimes it can get overwhelming, my inbox floods fast. I now move serious inquiries to WhatsApp after we connect. It’s more personal and keeps communication clear.
Sustainability and future vision
I mostly use reclaimed or locally sourced wood from sawmills in Old Goa. Every offcut becomes a coaster, keyholder, or test piece. I let slabs season naturally, reducing energy use and keeping the wood stable.
Clients today value storytelling; they want to know the "why". So I document every project from start to finish. Transparency has become my strongest connection with them.
I plan to expand into handcrafted furniture like chairs, tables, and custom pieces, but with the same Goan identity. My dream is to build a full-fledged studio where artists can collaborate, and clients can see their pieces being made. A space that feels alive, that’s the dream.
