Isovi | Curated Silver Jewellery | Interview With TheTalkStreet

ISOVI is India's premier online destination for exquisite silver jewellery. Their expertly curated collection combines innovative designs with affordability and timeless elegance, making it the ideal choice for any special occasion. The exceptional craftsmanship and modern aesthetic of their jewelry distinguish them in the industry. Their meticulous attention to detail and dedication to surpassing customer expectations truly set them apart.

  Tell us about yourself? Your previous job/ventures, what are you doing before the start up?

Having attended the esteemed St. Peters College, a Christian missionary school that provided me with an amazing educational experience, I later pursued Information Technology in Vellore as an I.T. engineer. Upon completing my studies, I embarked on a career at the renowned MNC, Sapient. While the work culture at Sapient was commendable, I soon realized it wasn't my true calling. In 2014, I made the decision to leave my job and return to Agra to join my father's longstanding business in gold and diamond jewelry manufacturing and retail. With nearly four decades of experience in the industry, my father's expertise was invaluable. However, my passion for silver and its intricate craftsmanship surpassed that of its counterpart. In 2015, I ventured into the world of silver, showcasing some exquisite pieces to my initial clients, a group of students from Kendriya Hindi Sansthan, Agra, hailing from the Northeast. I found a deep connection with their energy and vibe, which inspired me to create a brand that resonates with potential clientele I could engage with.

  How did you come up with that name for your business/start up?    

We thought a lot about the name and at the time, me and my sister were the ones who started this. We thought for days and days in search for something beautiful , simple and catchy. We searched across languages, context and then somehow this name, ISOVI which meant dignity of a woman and it really resonated with what we wanted to do .  

  What services or products do you offer that cater to the needs of a fighter?

Our main focus is on the manufacturing and retail of exquisite silver jewelry, sourced from various regions across India. Collaborating with talented artists, not just designers, allows us to showcase their unique signature styles in our jewelry creations. Each state in India boasts its distinct craftsmanship and techniques, blending traditional handcrafted methods with modern mechanization. Our vision for ISOVI is to unite these diverse styles under one brand, amidst a market saturated with designs and online noise. Our mission is to curate only the finest designs, offering a true curation experience. Working with artists who excel in sculptures or possess a distinctive style adds depth and meaning to our jewelry pieces. Witnessing individuals adorn these wearable pieces of art, each one a unique statement jewelry, is truly awe-inspiring.

  Why should people choose your product?

Our work is driven by a deep sense of love and gratitude for those around us, whether it's our family, friends, or cherished customers who become like friends to us. We aim to create meaningful connections with everyone we encounter. Despite facing struggles in life, I believe in the power of hope and growth. Every aspect of our work, from the intricate zardozi designs to our sustainable wooden packaging, is crafted mindfully. We prioritize real people over unrealistic standards, choosing to work with friends and artisans rather than models. Our focus on authenticity reminds us of the beauty in imperfection and the importance of sustainability. Embracing a circular brand approach, we ensure that nothing goes to waste, embodying a commitment to mindful consumption and production.

  What gets you excited about this company?

I think the kind of people I meet , the crazy ideas that I come across, the possibility of a beautiful future. This brand is also a tribute to my hard-working dad, who worked his ass off to make sure we got a comfortable life.

  What attracts you towards entrepreneurship instead of a corporate career ?

I think a corporate career was never my thing. I was born into a second generation business family. My grandfather ,after quitting his job, was also a businessman and I think the same was the case with my father. He also quit his job and started his own business so it was not something very different for me. Plus I think I had my privilege. I came from a comfortable home with the possibility of taking risks. Also it allows us to create our own systems, experiment with ideas and fill the gaps in terms of designs, materials and sustainability.

  Please share with us your expansion plans?

Our goal is to maximize our presence on e-commerce and social media platforms to drive revenue and establish a strong brand in India. In the future, we aim to empower women by offering them opportunities to become our resellers and influencers, ultimately expanding our reach globally. Additionally, we aspire to blend artists, artisans, and cutting-edge technology to create innovative designs that convey meaningful messages. Encouraging our peers to embrace purpose-driven businesses is a priority for us as well.

  How do you manage yourself and keep on going despite the challenges what drives you?

I think I have always been a very persistent person if I fall down, I will get back up and began running again and that has literally happened to me like I've fallen in races but I get up and begin running again . I think this comes with being a sportsperson who is used to getting injuries and taking failures in stride. Also i think the love of my team and friends and the exciting challenges keep driving me.

  Please share what has worked for you well so far?

Having a good and supportive team, and the right kind of values at the heart of our work is something that works well for us. We have reasonably priced stuff and the desire to connect with people. All of that works. It has been a very interesting journey because I have realized a lot of things. I came to realize that other people can never see you vision but you need to focus on your vision first to make the vision clear and then work on it . Second , we like to indulge in a lot of drama, unconsciously, so if we could go beyond that drama we could really explore amazing interesting things.

  What are the business mantras you have embraced her use or to establish for success story?

I cannot say about the business mantras are such but there are some mantras of humans like Honesty, Happiness, Empowerment and Self inquiry. These are the things that are  really important for me.

  What are the three most important lessons you have learned?

A business really does to you like hell like it will make you crumble and test you to the fullest It will break all your arrogance, beliefs about you, Exploit all your insecurities and definitely make you a very beautiful and strong person.

  What are three favorite tools for doing something your audience cares about ?

Instagram, Facebook and personal messaging.

  What does a typical day in your week look like?

It depends what the temperature is around me . A lot of our work revolves around our moods. Like sometimes we are working 9 AM - 10 PM and then there are days we are lying low. So these days I get up at 9 o'clock then I get ready in half an hour or so when I get down to work.

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