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How did it all start? Please share what motivated you to start this business.
It started in 2017, while I was doing a 9-5 job and had a huge urge to start something of my own. While researching various business ideas I came across lab-grown diamonds and was so inspired! So I quit, took a leap of faith and started off with the designing process. There were almost no brands which catered to the modern woman of today. The designs I would find were all chunky and traditional and something I would never wear either. That’s when we launched in 2018 with a fine jewellery brand that is stylish yet sustainable, for the women of today, by the women of today.
It’s a competitive market. How do you plan to beat the competition with your design ?
We don’t look at beating competition in any way. The consumer will go where they like the design and a brand they connect to in terms of trust, service and honesty. Our designs speak for themselves and are pieces you can seamlessly blend into your style. From everyday dainty jewellery, to engagement rings, trousseau and bridal wear, we believe in making them as wearable, stylish yet timeless as possible to pass on to future generations.
Coming upto GenZ expectations What challenges do you face for your designs ?
Well today’s GenZ consumer knows exactly what they want and are quite specific about it too. Hence our 360 degree custom jewellery service allows them to feel involved in every step they’d like to be. From the design ideation, to the CAD designs and so on. Whether it is a small design or an entire bridal ensemble, every consumer is made to feel like their piece is special in their own way.
The format is affordable with elegance. How do you manage that ?
Elegance lies in clean and sophisticated design. Put with lab-grown diamonds it makes for the perfect combination! Right from designing the jewellery we keep all factors of how the piece would be worn, to the price and value-buy of it in mind too.
5 key tips you would like to give to women entrepreneurs.
1) Stay true to yourself & your core values. In a world with immense competition there will be multiple instances of making certain decisions. It is crucial to look within and make the fair choice then.
2) Adapt to change and trends. It can be frustrating and may even feel like you’re diverging from what you originally started with, but if you aren’t adaptive you’ll be left behind.
3) Hustle hard but hustle smarter. Working hard is imperative with owning a business but working smarter is even more important.
4) You are nothing without your team and customers. Treat them right and your growth is inevitable.
5) Owning a business is a 24/7 job. If you are afraid of that kind of commitment, it isn’t for you.
