Jhoomka is aiming to bring these mesmerising earrings to South Africa Photo Jhoomka
South Africa – When siblings, Asmeeta and Jatin, founders of Jhoomka visited India, they stumbled upon the most beautiful collection of jhumkas. Bringing them back home, they realised that the jhumkas not only caught their eyes but appealed to others as well.
Jhumkas are traditional Indian earrings that have been worn for centuries. Asmeeta’s eyes first fell upon them in India and mesmerised by its intricate design and vibrant colours, she decided to buy as many as she could. It was only when people back home started complimenting her did the thought of selling them enter her mind.
“I did my research and found a gap in the market, which prompted me to look at sourcing similar jhumkas. I felt that it would be a great opportunity to make jhumkas accessible to all cultures in South Africa, as well as for everyday wear – not only for Indian functions. My parents have been in the jewellery industry for more than 45 years, so Jatin and I understand being in this field as we’ve been part of the business since we were children.”
Asmeeta first had to convince Jatin to get involved in the business. He admits he wasn’t too keen at first. In the end, he joined with both of them playing crucial parts in the business, Jatin explained.
“It was my sister’s idea to start this business because she felt that we would be tapping into a niche market. I, initially, was very apprehensive and worried about starting this venture, but we eventually managed to combine our skills to start this business and make sure that everything flowed. I have experience in sourcing and supply chain, and my sister has experience in e-commerce and design, so it worked out perfectly.”
Using social media to erase their doubts and fears of launching Jhoomka
Many people are afraid about launching a new product, afraid people won’t like it. Doing your own research isn’t easy and it is not cheap to outsource the research. Asmeeta admits they had their doubts about the business and whether there would be a market for it. However, through Twitter, they were able to do their own research and erase those doubts.
“We definitely had a few doubts as this was something new to both of us. We were worried that we wouldn’t be able to market the products efficiently, with one of our other fears being that perhaps people wouldn’t like our selection of stock. In the end we did a bit of marketing in the form of a tweet that my brother posted in which he asked his followers if they would be interested in our new business, and the reception was fantastic.”
With this information in hand and their doubts erased, the brother-sister team were excited and ready to introduce South Africans to this mesmerising piece of jewellery.
What sets Jhoomka apart from the rest of the crowd
On their site, you will find that each pair is one of a kind. Once it is sold, you might not find the same again. This is all down to sourcing these “one-of-a-kind hand-painted jhumkas from various regions around India,” explained Asmeeta.
Pearl and Gold Chandbali Earring Photo Supplied
Gold-Plated Kundan Jhoomka with Orange and Turquoise Stones Photo Supplied
Gold-Plated Kundan Jhoomka with Diamantes and Pearls Photo Supplied
Diamante and Pearl Jhoomka with Emerald Green Beads Photo Supplied
There are many stores in South Africa that sell Indian jewellery. However, according to Jatin, it is the uniqueness of their jhumkas and their value that set themselves apart from everyone else.
“The fact that we stock one of each pair and that our earrings are one-of-a-kind. We strive for customer satisfaction, having grown up in our parents’ business where we saw the value of providing good service. Even though we do not have a physical Jhoomka store, we have still held on to those values.”
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With every hardship comes ease
Every entrepreneur is afraid of failing. It is a natural feeling. Every business will face their hardships and hurdles and that is true for Jhoomka as well. Being an entire continent away from your suppliers and speaking a different language was one of their biggest challenges, explained Jatin.
“Sourcing quality products from India can, at times, prove challenging given the language barriers, shipment delays and possible quality issues. Not physically being in India to source the products ourselves can have its challenges, but we have developed good relationships with our suppliers, which has made the process much easier for future orders.”
If there were only bad times, the business wouldn’t have been worth it. With every hardship comes ease and there have been moments when things just felt right and fitted it, Asmeeta happily said. It was these moments that made the hardships worth it.
“Some of our favourite moments have been: the positive feedback we have received from our customers, meeting and connecting with our customers, as well as the encouragement we have received from friends and family. Seeing our customers wearing our earrings has truly brought me immense joy.”
Creating something beautiful during dark times
South Africa is going through tough times, of that we have no doubt. It seems like people have given up hope. With loadshedding shutting down many businesses, the siblings decided to jump head first into the dark and light up a path of their own. To do this, one needs to have perseverance and faith, a quality every entrepreneur should have, said Jatin.
“Persevering is vital, as well as believing in the product or service you are providing. Receiving mentorship from someone who has experience in opening up a small business is also a plus. We have found that people do love to support local businesses, so if you do find a niche product you would like to sell, go out there and take that leap. It will be worth it.”
With that, there are many lessons they have learnt along the way. Asmeeta was happy to share them in the hopes that perhaps it can help others who wish to start their own business. It is important to keep in mind that nothing happens overnight.
“We have learned who our target market is after initially being unsure as to whom we could sell our products to. We can both agree that hard work pays off, and most importantly, patience is a virtue. It takes time to establish a brand and for people to trust us, and therefore we understand that nothing happens overnight.”
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The future of the company
For now the dynamic duo are solely focused on improving their business and just dealing in jhumkas. But they are not closing the door on getting involved with other jewellery pieces, said Jatin.
“Baby steps. We don’t want to grow too quickly as we want to better understand the products we are currently selling. Perhaps at a later stage, we will explore other avenues within the jewellery industry, such as necklaces, bracelets, and nose rings, etc. but for now, we are solely focused on jhumkas, hence the name of our business.”
