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Binnita Shah - Bespoke Jeweller, Jewllery Connoisseur & Founder of JEWELish - For the Bold & Beautiful from Mumbai, Maharashtra, India

Q1. How and when did you start your Entrepreneur Journey to serve the Wedding industry? What inspired you to start your own business? I star...

Q1. How and when did you start your Entrepreneur Journey to serve the Wedding industry? What inspired you to start your own business?

I started my jewellery career 17 years back, when I graduated from a renowned jewellery school and started working for a company for  training and experience before I could start my own jewellery brand. In 2012, I launched my brand "JEWELish" - for the bold and beautiful, earlier called as B Jewels and more.

The creative hunger in me could only be satisfied when I could convert my passion for jewellery and appease people with my customized designing and expertise. My inspiration was purely from what quintessentially JEWELish had to offer compared to other next door jewellers.

Q2. Kindly describe more about your business, your role, products/services.

Being the founder of JEWELish, I personally cater to individuals coming to my studio, understanding the occasion they want to buy jewellery for. We help ensemble our bespoke jewellery along with their clothes, matching colour co-ords, giving our customers a fair idea as to what is in trend and what will suit best for the occasion. Educating customers as to what looks good on one's persona and how to carry it gracefully has always been my element.

Q3. Please share about the unique feature/specialty/USP of your Product/Service.

If you like a piece of jewellery, I believe it should be rightfully yours. Let the budgeting mess be handled by me. My USP is that I see jewellery as legion wear .You should relish your investment, like no other. We make multi wearable pieces, which can be worn for 2 to 3 different occasions just by a simple attach/detach movement. We customize jewellery as per clients' occasion, taste, style and budget.

Q4. How would you explain the importance of your role into a Wedding?

One of the biggest investments done in a wedding is on the jewellery. You don't want to go wrong on your wedding day wearing something not in trend or not matching to your outfit or not looking good on you. That's where we come in the picture. It's a total ensemble under one roof, not only satisfying the big hole in your pocket, but also changing your perception towards jewellery.

Q5. What are the most common challenges you face at the wedding you are handling?

I face two types of extremities, one - people don't buy their outfits till the last moment and come to me with less than 3 weeks time to make their jewellery. And two - people buy their jewellery well in advance and then try and match their outfits to it, not knowing how to contrast and match their dress with the jewellery, they land up becoming a Christmas tree at their wedding.

Q6. How do you deal with these challenges?

I always suggest, fashion and jewellery go hand in hand. Either have some concepts in mind as to what you want to look like for your day or let me help you do the same. I wouldn't say it as a challenge, it's just a mindset you need to change. Preparing people for the same has made my life easier. For instance, having a bride come to me looking for something to wear on her mehndi, I would first ask her to narrow down her concepts for her outfit. Depending on the colour combinations and pattern of the lehenga she picks, I will advise her on the styling of  jewellery. Keeping it meticulous but modish would be my take for an occasion like that. I would like people to see that dress but FOCUS on the jewellery.

Q7. Could you share one of your most unique creations/experience for/of a wedding?

Brides don't always have to be jewellery clad and that is something I changed the mindset of, one of the brides who recently got married. Having a high chokered neck, fully embroidered blouse with an intricate work lehenga. I suggested she should not wear anything around her neck.
Instead go for long earrings with a broad heavy bracelet and a cocktail ring. The family was skeptical at the beginning as to how a bride would look without her neckpiece on? It's about status and reputation. Gradually, I convinced them that it's about how she looks and not what people have to say. To their surprise, the crowd was spellbound by her elegance and classy look. Something unique for the family created by us for the wedding.

Q8. What type of collaborations would you like to explore in future?

I am looking for high profile/NRI individuals who have a taste for High End Designer Jewellery. Also Celebrity Stylists who can flare my pieces giving it credit and worth. Any jeweller who wants to have my section of jewellery in their store, open for these collaborations.

Q9. What is your vision for the next five years?

All these years, I was happy with the word of mouth business I was getting, but now I aspire to take JEWELish to an implacable recognition with its concepts and styling. I visualize being a global brand, creating a fetish for my jewellery in the hearts of people.

Q10. What would you advise new entrepreneurs who want to start & sustain in the business?

Act fast, don't waste time. Life is too short to keep thinking. Patience and perseverance is the key to success. If you have it in you then believe in yourself, you are unstoppable.

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Q15. Personal blog URL link



Interviewed by : Khushboo Chotaliya  - Founder of Sanskari Decor from Mumbai, India.

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