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I am an award-winning BA(Hons) Jewellery Design graduate from Buckinghamshire University and I moved back to India after I quit my day job as a jewellery maker in London, which led me to establish Avrom Jewels in 2014 where every piece of jewellery is designed and handmade by me and my team.
Within 3 years of running a full-fledged business, I have stockists in 4 countries (India, Singapore, Dubai and USA) and an online store.
Avrom® received the trademark in June 2017 for authenticity and originality.
Avrom® has also been featured in Adorn Magazine India as a promising upcoming jewellery brand.
And only a couple of days ago we became a part of Not Just A Label community.
Would you like to complete our full Editorial interview or skip straight to uploading your photos? (12 more interview questions).
Our readers would love to get to know you more Priti. Tell us about yourself, what is unique about you?
What is unique about me is that I am passionate about my art. It is extremely rewarding to me that my concepts are wearable pieces of art. And especially in India, where jewellery is all about gold, petals and pearls I have successfully managed to make a place for myself and my contemporary designs amongst other veteran designers in the industry.
Priti, what are your passion and aspiration in life? How did you start as a Designer?
I started as a designer at age of 12, and at 18 I came to England to study arts and design, which eventually led me to study jewellery because I find jewellery more emotional and personal than clothes. And it is powerful to be able to mould metal that comes from beneath the earth to take a physical form of your thoughts.
My aspiration for my industry is to bring light, globally to the lack of technological advancements in the field of jewellery making. We still use age-old tools and techniques that are time-consuming and obsolete.
And NO! I am not trying to take away jobs, my inventions will create jobs in both, technology and jewellery sectors.
Who is your inspiration in life Priti? How do you keep inspired?
I do not have one specific person as inspiration. Some days my father is the biggest inspiration because he has established a whole business empire for himself, all out of nothing. Some days Oprah Winfrey is my inspiration, who literally has changed the way this world looks at black women.
Most days, I am my own inspiration because I know that only through my hard work have I been able to achieve whatever little I have. And it's my vision and determination that my brand Avrom® exists lives and thrives in this unapologetic industry.
We all make mistakes Priti, we wish we could take back. Please tell us about a time being a Designer, you wish you’d handled a situation differently with a colleague.
As a young entrepreneur, I don't think of any action as a mistake. Everything you do is a learning lesson to make tomorrow better. And every great entrepreneur will make several mistakes before they do things the right way. I have no regrets about anything and would not change a thing about my journey so far.
Priti, when you’re working with a large number of clients, it’s tricky to deliver excellent service to them all. As a Designer, how do you go about prioritizing your clients’ needs?
Be honest with your client. If you already have 10 clients on board, please tell the 11th one for exactly how long it would take to deliver the project if they are persistent in working with you. And if you still want the 11th client on board, then either hire instantly or cut down on your personal time.
Please tell us Priti, about a time you had to be very strategic in order to meet all your top priorities as a Designer?
As a jewellery designer, it sometimes gets tricky when sourcing for raw material in bulk. In Nov 2016 I had my first bulk order for 3600 pieces of jewellery for a teleshopping network in India. And what helped a lot was to write down every single thing in post its and then strategically placing them with one another as they were required. That enabled me to prioritise on ordering the right raw material and manufacturing at the same time.
Priti, please give us an example of a time when you were able to successfully persuade someone to see things your way at work.
Zulily.com is a major flash sales website in the USA and to convince them on a successful flash sale of my designs was to send their whole of marketing team (33 in number) free samples of the specific design. After which I landed an order of 200 units of the same design.
Priti please tell us about your proudest professional accomplishment as a Designer. There might be many, but there is always this proudest moment that you just want to share with everyone. What is it and why?
The proudest moment was to be awarded as the winner of a jewellery design and making competition organised by Michael Jones Jewellers, back in the university in 2010. For that, I also had a full page feature in Image Magazine, Nottingham in 2011. It was the first time I had ever sat a competition and also the first time I won an award for my designs, which was definitely a morale boost.
Priti, please give us an example of a time you were able to be creative with your work. What was exciting or difficult about it?
As a designer, I am always creative with my work. The most exciting part about my work is doing bespoke commissions, where I literally have to extract the design out of my client's head on a piece of paper first and then turn it into a wearable piece of art. It is also extremely nerve-wracking when they first see the final piece. It is a very personal journey and an emotional connection that I get to preserve with my client forever.
What advice would you give to the people who want to be successful as a Designer?
Be creative, be unapologetic and be the hardest working person in the room.
Are you looking for collaboration with fashion talents, brands and creatives? If yes, please state what type of collaboration you are looking for?
I would love to collaborate with fashion stylists for shoots and events; costume and clothing brands for shoots, events and runway walks; fashion creatives for events, shoots and editorials.
Now for the best part Priti! Please upload 5-10 photos so we can get to see your work.