A DEMOCRATIC LUXURYSCAPE

Dishi Somani, Founder of DishiS Designer Jewellery, which sells only online, tells The Retail Jeweller how the brand’s lean business model and emphasis on customisation has enabled it to expand within and beyond domestic borders.

A passion for jewellery design, a commitment to increasing the ambit of fine jewellery, and an aspiration to keep the generational entrepreneurial legacy alive drove Dishi Somani to move away from her corporate finance career and launch DishiS Designer Jewellery online in 2015. Where the label ‘designer’ carries an insular exclusivity, DishiS is making a sharp departure from the norm by merging affordability, elegance and customization – creating motifs and premium collections that cater to diverse demographics and unique aesthetic sensibilities.

Here are excerpts from a conversation with Dishi Somani:

The Retail Jeweller (TRJ): You shifted from a traditional banking job to studying jewellery design and then launched your own brand ‘DishiS’ in 2015. Tell us about the shift in your professional trajectory, and your journey of nurturing your creativity and becoming a businesswoman.

Dishi Somani (DS): My journey from a corporate finance career to becoming a self-made entrepreneur through my brand DishiS Designer Jewellery stands on my twin-pronged passion for jewellery design and commitment towards making jewelled elegance affordable and accessible. My love for creativity pushed me to showcase my rich cultural heritage and innate beauty through my designs, and I’m proud to have followed the entrepreneurial legacy in my family.

TRJ: Do you keep an eye on ongoing trends? How do you achieve a balance of appealing to what’s trending and in demand amongst customers, and staying true to your creative vision in design?

DS: For me, the key to achieving balance has been to draw inspiration from trends rather than blindly jumping onto the bandwagon. I identify, analyse and selectively curate components from evolving trends that complement my brand’s identity, artistic vision and design philosophy. By doing this, I successfully keep my collections authentic and unique while including modern features. In addition, my consumer’s opinions and preferences act as my North Star while navigating the fashion world.

In the coming years, my vision for DishiS Designer Jewellery is to continue growing and evolving into a globally recognised brand. We are committed to expanding our operations and reaching new markets, such as Japan, which holds great potential for our brand

Dishi Somani, Founder of DishiS Designer Jewellery

TRJ: What is your target audience base and has it changed over the last eight years? What kind of customers and from what geographies (national/international) are buying jewellery from DishiS?

DS: Our target audience has enormously evolved and expanded over the last eight years. We initially began designing minimalist motifs and versatile designs which primarily catered to customers who appreciated such aesthetics. But as we grew, we realized the demand for our jewellery which extended beyond this niche.

Our customer base has become more global over the years. Currently 30% of our sales come from international markets including the US, Canada, Australia and several other countries. We have also partnered with prominent marketplaces like Amazon, Nykaa, Ajio and Etsy. This has enabled us to tap into a broader audience and make our jewellery accessible to customers on various online platforms.

TRJ: How have customers’ buying considerations changed and evolved over the years – especially in an omnichannel retail era? Being a digital brand, what patterns and trends have you noticed?

DS: Over the years, I have seen major changes in the factors that customers take into consideration when making purchases. Modern customers who are well-versed with technology seek seamless shopping experiences. Customers also appreciate a personalized buying experience through streamlined information and product suggestions based on their past interaction with the company and their personal preferences.

TRJ: The brand started with a modest investment of Rs 5,000 and now has a turnover of Rs 75 lakh. Tell us about your business model, especially the aspect where you stock limited inventory and designs are made to order. What are the top three strategies that have worked for the brand?

DS: Instead of mass-producing designs, we focus on made-to-order jewellery. This allows us to offer a more personalized experience, reduce the overhead costs associated with maintaining large inventories, and also aligns with our commitment to sustainability and reducing waste. The top three strategies that have worked for our brand include:1. Customization: Our emphasis on customization has been a game-changer. It allows us to cater to our clients’ individual sensibilities while fostering a deep connection with them. 2. Quality and craftsmanship: Our commitment to quality materials and craftsmanship enables us to craft jewellery that is aesthetically pleasing and durable. 3. Lean business model: Our made-to-order approach and limited inventory have allowed us to maintain a lean business model, reducing unnecessary expenses and increasing operational efficiency.

TRJ: One of DishiS’ cornerstones is ‘affordable designer jewellery’ – your pieces range between Rs 5,000 and Rs 60,000. Along with this, you also emphasize on your customization experience. Tell us how these merge to make DishiS stand out amongst jewellery boutiques.

DS: We firmly believe that the label ‘designer’ shouldn’t automatically equate to exorbitant prices. Despite using high-quality materials and craftsmanship, our affordably priced collections make them accessible to a broader spectrum of jewellery enthusiasts. DishiS prides itself on its extensive customization process – we want our designs to align with each customer’s unique preferences and style, so that each piece becomes a reflection of the wearer’s personality.

TRJ: Why did you choose to launch a digital-only boutique brand and how do customers respond to the new brand? What are the challenges of selling precious jewellery online?

DS: When launching a start-up online, the in-store experience is difficult to recreate because of the high amount of investment involved. We are planning on tackling this through the use of modern technologies like augmented reality and digital try-ons. In the market of valuable jewels, earning the trust of customers is important and we have done this by offering transparency, certifications, and excellent service to our customers, for which we have received good feedback.

TRJ: Tell us more about how you use technology in your creative process, and how it might align with the brand’s goal of sustainable design.

DS: DishiS’ data-driven research approach on buying patterns and market trends helps us create designs that resonate with our customers, reducing the likelihood of producing jewellery that might go unsold. Moreover, technology aids us in sourcing sustainable materials and optimizing our production processes for minimal environmental impact. This aligns with our commitment to eco-friendly practices and ethical sourcing.

TRJ: What is your vision for the brand, and how do you see it growing in the coming years? Do you have plans to transition from being a purely online jewellery brand to an omni-channel brand in the near future?

DS: In the coming years, my vision for DishiS Designer Jewellery is to continue growing and evolving into a globally recognized brand. We are committed to expanding our operations and reaching new markets, such as Japan, which holds great potential for our brand. We aim to create more segments and categories within the jewellery section to cater to a wider range of tastes and preferences. We wish to continue to innovate in our designs and explore new avenues to connect with our customers. Our journey is about growth, creativity, and making our brand a part of people’s lives around the world.

Written by Harshita Kale