How start-up DishiS Designer Jewelry is carving a niche with innovative plans

Adgully has been turning the spotlight on the entrepreneurs who fought against all odds to bring their dreams to fruition in our special series – START-UP STARS. We at Adgully wholeheartedly support the ‘Vocal for Local’ movement and have been featuring numerous local/ homegrown businesses, brands, and Apps in the country launched in the last few years.

In conversation with Adgully, Dishi Somani, Founder, DishiS Designer Jewelry, speaks about the growth and entrepreneurial journey of her jewelry venture, enhancing consumer experience in the digital store, addressing market difficulties, how the company is strategising to remain dynamic, and more.

How was the year 2023 for the brand?

The year was impressive for DishiS Designer Jewelry. We expanded our collection by introducing the Kids’ Jewelry section, focusing on the varied tastes of our younger customers. In the same year, we also launched traditional pieces like Mangalsutra and Nose pins. Additionally, collaborations with influencers and celebrities have driven us to new heights, helping us to showcase our artistic endeavours to a larger audience. These collaborations have been important in raising awareness of our brand. We are enthusiastic about our expanding customer base, projecting estimated sales of Rs 1.5 crore for the current fiscal year. Our customers’ enthusiasm and support continue to motivate us as we evolve in the dynamic world of designer jewelry.

Can you reflect on the challenges faced and how the brand overcame them in the past year?

DishiS Designer Jewelry is a digital-only boutique. Being a digital brand is itself a challenge of not offering a physical store for its consumers to experience the touch and feel of our beautiful designs. Considering the importance of the jewelry industry, we are planning to implement proactive methods to solve this problem. We are planning to work on the process of integrating modern technologies like augmented reality into our online platform. This will help to put the in-store experience at the fingertips of our customers. By allowing customers to try on jewelry, we are mimicking the physical qualities of traditional purchasing in a digital atmosphere. This strategy is consistent with our goal of offering a customer-focused journey, ensuring that the absence of a physical store does not take away from the quality of the buying experience. Incorporating these technological advances will not only fix the problem at present, but also enhance our loyal consumers’ overall online buying experience.

How did your brand navigate challenges or disruptions in the market this year?

Addressing market difficulties has been a learning process for our business. One of the unique characteristics of our business is the supply of customised items, which require extra time to manufacture and deliver. Interestingly, our regular consumers have been very understanding and patient, valuing the special touch that comes with our unique designs.

In the face of market shifts, our existing customers’ loyalty and understanding have proven to be a valuable asset. The willingness of customers to wait for a product suitable to their tastes demonstrates the importance they place on the quality and originality of our creations. This dynamic has not only enhanced our connections with existing consumers, but also highlighted the long-lasting attraction of personalised products. While challenges remain, our brand’s adaptability to meet the individual needs of our customers has been important in overcoming market disruptions.

Looking forward, what are the strategic plans and goals that your brand aims to achieve in 2024?

In the year ahead, our brand will have significant strategies and goals that will correspond to our dedication to growth and innovation. We aim to expand our company to reach wider customers and make our exquisite designs accessible to all. We are not only bound to our existing customers, but we also attract the attention of new customers who value the artistry of designer jewelry. In addition to increasing our reach, we are pleased to share insights into the delicate process of jewelry creation through social media. Sharing the information behind our creations through social media platforms not only improves transparency but also develops a closer connection with our customers, allowing them to understand the artistry included.

Furthermore, our goal is to expand our collection by providing a comprehensive selection of styles that are appealing to a wide range of preferences and tastes. We believe in remaining dynamic and up-to-date in the constantly evolving fashion world.