On this week’s edition of ‘The Founder’, we feature Nisha Ramnani, Founder of Aiyaana. Nisha was born and raised in Spain and moved to Sri Lanka approximately eighteen years ago. Her formal education was in Child Psychology, and for many years Nisha volunteered and initiated programs whereby parents and teachers were educated on aiding children with special needs. However, the language barrier and her inability to communicate and help those from low-income households made her realize that she needed to understand the culture and mindset before proceeding any further .Whilst taking a break from her volunteer work, she stumbled on gemstones and was completely enamored by them; this led to the subsequent launch of Aiyaana.

In your own words, what is Aiyaana?

Aiyaana is a jewelry company I founded ten years ago. We hand-make all our products using sterling silver and stud them with an array of semi-precious stones from Sri Lanka. I have always been very clear about what kind of jewelry I like wearing. I looked around and either found the pieces to be too ornate or too bohemian for my liking. Hence, I decided to sketch a few pieces and have them made for my personal use, these were then appreciated and liked by family and friends, who soon started placing orders with me. I toyed with the idea for a few months and then decided to take the plunge and see where it goes. We turned ten years this week; I think the plunge has paid off.

What inspired you?

My entry in to the jewelry industry was more of a stumble. I have always been very artistic but I have never had any formal education in the industry. Sri Lanka is truly a land like no other. The variety of stones both precious and semi-precious, the colors and textures available truly baffles me. It’s like being a kid in a candy store with everything at your reach and no one to tell you that you have had too much. The kaleidoscope of colors and gems and how readily available they are inspired me to start my brand and take my doodles to market. A lot of my customers who purchase our pieces overseas remain in awe of the beauty of each gemstone, and that some what makes me very proud of Sri Lanka.

What was the journey like, starting from scratch and building the business up to where it is right now?

It has been an eventful one! When we were starting off, our designs were very basic, packing was not thought out and little details were shifted to my “not priority” list. As we have grown over the years, I like to believe we are now offering more intricate jewelry where details, finish, color and packaging is looked into without compromise. It isn’t about simply buying a gift for someone; it’s about buying a gift you find hard to part with yourself.

Being an entrepreneur, what was it like facing the global pandemic? How did it affect the business?

I think like any business, we didn’t expect the lockdowns to go on for so long. We pride ourselves in offering our clients that one-on-one interaction when selecting their pieces. Obviously, that was not possible anymore. Also the fact that people were stuck in their houses. They weren’t attending parties, events or weddings, so where would they wear their jewelry? I was very committed to keeping my craftsmen employed during the pandemic, so we pivoted to work from home mainly for them. They would work in their houses and we were able to keep them employed. We turned out pieces and offered our clients a different version of the private viewings via zoom calls. Thankfully, our clients too opted to support local businesses when making purchases during lockdown.

What has been the most frustrating thing about being a start up?

From experience, I’d say try to get your product to be accepted and appreciated when you don’t have the big advertising budget or a big brand ambassador to back you is definitely frustrating. Reaching out to multi designer stores overseas was a daunting task. I would have sent hundreds of emails introducing the company and our products and would have probably received ten replies. Your perseverance gets tested in those times and you just have to keep pushing through and believing in yourself and your product. From those ten replies you receive by email, you may get that one store who is willing to take you onboard and it makes it totally worth it.

Explain a few marketing strategies you have implemented, and what makes them successful?

Thankfully, what has worked best for us has been referrals by word-of-mouth and social media. I think simply being constant with your posts and your content and quick to reply to queries has been key for us. We have never had a big marketing budget and have always opted to grow organically rather than pay for ads. All our products are handmade, so I have to be realistic on how many pieces I can accept and deliver whilst making sure I maintain a satisfied customer. I think quality over quantity is very important and you have to learn when to say no.

What motivates you to do what you do on daily basis?

Mainly passion for what I do. Its always encouraging to receive positive feedback and appreciation from your customers so that definitely keeps me going. I also feel like I want to prove to my boys what can be achieved if you set your mind at something and if you work hard towards your goal. They have seen me both cry and smile at work, they have seen me get frustrated and disappointed and yet never give up. I think it’s important I show them that side of life where they can see how nothing comes easy.

How did you get the initial start-up capital?

As I said, Aiyaana was a hobby I was passionate about, I started designing pieces for my personal use and those were appreciated by family and friends who then placed orders and that’s how it all started. I personally invested a small amount in myself and my belief that I could turn out beautiful jewelry and as the orders came in, I reinvested the profits into the company. Keeping my operations small has also meant that I have never had to reach out for an investment of sorts.

What separates Aiyaana from its competitors?

As a jewelry brand you hope to make that much of an impact with your designs that people can spot them from a mile away. I like to believe that we have carved a small space in the world of design where people can spot a piece of jewelry and identify it with our brand. We have never tried to follow trends or colors that are in season, so I think that has helped us set ourselves apart from competitors in the same field.

Why did you decide to enter this industry?

My formal education is in Psychology, so safe to say it’s a far cry from the bling and glamour of the jewelry business. I stepped in with trepidation and I now feel some what grounded. When I moved to Sri Lanka I was in awe of the colors and the variety of gemstones and that’s what I love about being a part of this industry.

Who are your role models?

There are many names I could come up with but one that I have always looked up to is Farah Khan Ali, she is a dear friend and I remember asking her for advice when I started my company. I have always admired the attention to detail in her pieces, how she turns simple things into works of art, the combination of stones, the designs; I mean I simply can’t get enough of her pieces. I remember her telling me how despite being from an elite Bollywood family she never took anything for granted, how after years of hard work she finally opened her own store and it’s inspiring to see her spread her wings.

Was your family supportive of your new venture?

Yes, very supportive from the very onset. I started Aiyaana when my youngest son was only eight months old and I couldn’t have done it without the support of my husband. He has always encouraged me to take my brand to markets overseas and never thinks twice before introducing my brand to complete strangers who visit Sri Lanka.

Have you tried and failed with anything in the past?

Aiyaana is my first business venture, and although I never failed at anything else in the past, I have definitely made a lot of mistakes over the years. Nevertheless, I chose to believe I have learnt from them and hopefully won’t make the same mistakes again!

What is the end goal for Aiyaana?

I don’t think there is an end goal. I would love to see us keep growing as a company in our own small way. To see people appreciate and value their Aiyaana pieces the same way they would value something of a higher monetary value.