We all love investing in an ultimate statement piece, which is elegant, affordable, and will fetch you loads of compliments. “Your jewelry empowers you,” says the E-commerce retailers, Abhishek Sharma and Preeti Sharma who made their own way into the jewelry sector by offering a glut of designer fashion and imitation jewelry and satisfying their exacting customers, at both domestic and international levels.
They initially started with launching their international brand “Jwellmart” in 2007 and then only an India-specific one known as “Shreyadzines” in 2015, both of which are doing extremely well. Due to their product quality, the duo has been a recipient of the “Extra Mile” Award by Amazon and was awarded by eBay for being one of the top five players in the jewelry category.
The pair sat down to share their experience, how they manage their brands, the ups and downs, and how they emerged as a successful E-commerce business. If you are someone who loves piling bracelets and stacking rings, you would love to dig deeper into this conversation by reading further.
JWELLMART- ACING THE JEWELRY GAME
Interview
Questions and answers
What sparked your interest to come into the world of fashion and jewelry?
The abstract nature of fashion and jewelry creativity and pragmatism of E-commerce in the long term attracted us towards this niche. We were busy with our jobs in different MNC’s in Marketing and IT respectively when we decided to take a plunge into this metier. In fact, the idea was planted during the first E-commerce boom of the early 2000s, but the subsequent bust took us until 2007 to finally give it a try.
What led to the foundation of Shreyadzines and what were your initial steps to make it grow?
The foundation of Shreyadzines is rooted in the idea of bringing joy to the people, reaching places where only a few have been to, as fashion should be accessible to all. It should exude beauty and confidence.
Where do you find the inspiration for new ideas to make content and how does it help you fuel your creativity?
We take inspiration from the world around us, our customers, and also the practical conditions of E-commerce in terms of packaging and logistics. For example, a delicate jewelry piece may look stunning but shipping it to a customer, with logistics takes many days, and changes the design and packaging in a few ways. We always try to strike a balance between free creativity and pragmatism, keeping in mind the restrictions of E-commerce.
When you first conceived the idea of ''Shreyadzines'', what strategies did you use to make it reach the public sphere?
We started out small, took baby steps to really understand the pace of running a business, as we both come from non-business backgrounds. We took our time to fully understand the universe before scaling the operation and extensively used the social media platform to reach out to as many people as we could. Channels like Amazon and Flipkart helped us create a pan-India and international customer base.
Share with us clientele feedback that has left a great impact on your professional graph?
From the last 15 years, we have had multiple feedbacks which have helped us grow. We have shipped as far as Venezuela and when our customer called to tell us how much she loved our products, it gave a tremendous boost to our self-confidence. Even during the first lockdown, when we were not able to ship our orders on time, we started to receive calls and emails from our customers, asking about our well-being. These small acts really touch our hearts.
What would be your message to the ones who are just setting their feet as fashion entrepreneurs?
Set your path and continue working hard towards your goal. There will be times when there will be a need for course correction. Try taking a few steps backward and start in a new direction. Also, always listen to and connect to your customers as they will always set you in the right direction.