Jewelry has always been an integral part of our lives since eons. It has also undergone several evolutions and transitions over the years, based on the changing needs of the society. The world has seen how jewelry has been designed to keep-up with the changing tastes of gold, silver, diamonds, chunky pieces, semi-precious stones and delicate ones. One such recent transition that the jewelry industry has been through is the shift to lightweight yet trendy pieces that are high on quality, yet light on the pocket. Keeping these post pandemic needs of consumers in mind, designer extraordinaire PriyankaBardia, founded Zoraya Jewelsin 2019. The online brand is today known to create a wide assortment of high-quality jewelry at a reasonable price.

Priyanka who is at the helm of affairs at the firm, hails from a design background. An accomplished interior designer, she chose to switch her career path post marriage. Having received ample support from her husband who is a jeweler himself, Priyanka took the plunge to become an entrepreneur and thus launched her own jewelry brand.

In an in-depth conversation with the Women Entrepreneur Magazine team, Priyanka offers her insights on leadership and professional experience as a fashion industry entrepreneur.

Give us a brief overview of Zoraya Jewels and Sephora Jewels. What are the different areas of expertise that both companies are known for?

Zoraya Jewels, which was founded in 2019, is an online portal that offers fashionable and stunning yet minimalistic jewellery designs. It offers a thriving assortment of mesmerizingly gorgeous lightweight jewellery that exudes impeccable taste and trend. Zoraya sells off-the-shelf, custom-made and 925 silver jewellery which is a kind of real investment.  Zoraya is a Sephora Jewels unit. Sephora Jewels is a renowned wholesale manufacturing unit of beautiful gold diamond, polkijewelry based in Jaipur.

We specialise solely in custom-made designs. sephora jewels began manufacturing in 2008 for the US market and have since grown to become one of jaipurs leading manufacturers. We specialize in making the lightest possible elegant jewelry with fine craftmanship. Sephora jewels is a one stop solution. for jewelry manufacturing. Everything is produced in-house, from design to caming, casting, filling, setting, polishing, and finishing rhodium and marking. We have professional designers for each of our customers that work on fresh concepts. Among our clients are a few of India's prominent jewelry merchants.

Take us through your early educational journey and prior industry experience. How was the seed sown for your affinity towards designing? What led you to change tracks from being an accomplished interior designer to establish an online jewelry business?

I received my bachelor's degree in interior design from Dr. Bhanuben Nanavati College of Architecture in Pune and then worked as an interior designer for numerous companies. I also worked as a Freelance Interior Designer and Consultant.

However, growing up in an Indian family, not everyone is amenable to women working outside. Interior design takes a lot of effort and sometimes requires late-night work on-site. After my marriage I was under some limitations that required me to look for different avenues.

My husband, who is a jeweler himself, encouraged me to pick a profession which was in some way connected to my past experience. Since jewelry design was quiet similar to interior design, I picked the profession. I started small by learning about manufacturing and assisting him on projects. Gradually, I gained the confidence and founded ZorayaJewels.

What are some of the most challenging aspects of this transition and how did you overcome them?

There is nothing a woman cannot accomplish. Being a designer entails a lot of thinking; this area requires a lot of research because the technical aspects are crucial. So striving to learn was difficult. But I had some rudimentary back-up. My husband always provides me with input on my work on a regular basis, which helps me to grow. I believe there is so much to learn in the world of jewelry. So learning is a bit difficult, but with family support, it is simple to overcome.

“Zoraya jewels, which was founded in 2019, is an online portal that offers fashionable and stunning yet minimalistic jewellery designs”

What are the main products of the Sephora Jewels which differentiate it from other jewelry stores? What is the vision and mission of the Sephora Jewels? Also, tell us about some of the key trends that you have observed in the industry lately.

We specialize in exquisite diamond and polkijewelry that is designed to be lightweight without compromising quality. Our mission is to create fine jewelry and to become the leading jewelry supplier. Our vision is to expand and provide the best to the market by increasing our capacity to accommodate from 80 to 800 craftsmen and more.

I have also noticed that people aren't spending as much money on high-end items since the lockdown. They invest in low-cost, easy-to-obtain items that are stylish, trouble-free, and dependable. As a result, whatever I manufacture must be of good quality and reasonably priced, because a high-quality product at a reasonable price draws customers. Because we are looking for fashionable jewelry, it should be effortless to sell. When customers buy our products, they should realize that the quality is pretty good for the price, assuring a consistent flow of sales.

How has your journey been so far in terms of leading Zoraya Jewels? How do you keep yourself well aligned with the evolutions that the industry undergoes periodically?

I started the company two years ago. And then Covid-19 struck owing to which business slowed down considerably. People have shifted to online buying so we have never considered doing anything offline because we do not have a retail presence. As a result, social media has substantially benefited us in expanding our business.

To keep myself up-to-date, I continue my studies about different designing aspect and what the latest trends are. We continue to solicit feedback from customers who purchase our items and dress in fashionable attire. Customers are our best critics because their input allows us to measure and improve our work.

As a successful business leader what would your advice be to young women aspiring to become business leaders in the future?

I would advise young women to pursue their passions and interests. Do whatever that keeps you interested and happy, no matter how small or large. Never estimate your odds of success. It may take some time, but putting your heart and soul into your passion can lead to your success as an entrepreneur.

Priyankabardia, Founder, Zoraya Jewels

A jewel entrepreneur who offers stylish and excellent jewellery, offering a thriving collection of mesmerizingly beautiful lightweight jewellery at affordable prices.