Today we’d like to introduce you to POOJA IYER
Hi POOJA, thanks for joining us today. We’d love for you to start by introducing yourself.
I moved out of India at the age of 21 for my Master’s in Genetics. I moved to San Diego in 2010 (when I got married), with a small personal collection of Indian clothes and jewelry. In the next 5yrs, I did not get an opportunity to travel back to India due to Visa issues etc. During this time, I felt like I was losing touch with the fashion evolution in India.
In 2018 – I visited India and was blown away by how much Indian jewelry and clothing fashion had evolved! At that time, we barely had any Indian Jewelry vendors in San Diego. This was when the idea of starting Ethnic Andaaz SD took birth.
My Motto for Ethnic Andaaz SD is to bring the latest Indian Jewelry to US at the best, most competitive prices. I often have clients come back from their India trip and tell me : they dint shop for jewelry in India, as my prices are the same 🙂
Being a Jewelry enthusiast (yes, I still shop for jewelry from other artists, inspite of my own collection), I am particular about not only bringing the best quality of jewelry, but also ALL varieties of jewelry to my collection. In the 6yrs Ethnic Andaaz SD has received immense love in San Diego and around. In the next few years to come I look forward to establishing it in cities/states of US -beyond San Diego.
We all face challenges, but looking back would you describe it as a relatively smooth road?
As with any Business : Ethnic Andaaz SD has taken an immense amount of sweat and tears to bring it to where it is at.
I do-not come from a business family. As the 1st person to ever start a business, every time I invested 1000’s of $ in getting new stock from India, my doubts would kick in. Will I be able to sell this stock. Am I collecting too much inventory. Am I doing enough for the business.
I did not start the business, relying on my friends to support it. The goal was always to get out there- put as many pop up booths as I can and get my name out there in San Diego. This took a LOT of effort on a weekly basis.
Having a 9-5 job, time has always been of essence. To manage time well, make time in the weekends, fight with mom guilt- while putting up pop up booths at different events on weekends : has been one of my biggest personal challenges. As a family : my husband , children and I have learnt to support this business needs together
Another huge challenge was year 2020- as with almost all business’s – after having ordered the LARGEST stock end of 2019, I barely sold jewelry for a few 100$ in all of 2020! Leaving me extremely worried for the future.
Last but not least, given we have a lot of jewelry vendors in San Diego today – the next chapter for Ethnic Andaaz SD is to grow it beyond San Diego and California. This is a new challenge I am excited about.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am a trained Geneticist from University of Leicester, UK.
I currently work at a Genetics and sequencing company named Illumina
In the last 15 yrs of my career, I have worked as a Research assistant, scientist and in the last 4 yrs I have transitioned to Product management, Marketing.
I market a women’s health test (testing for NIPT)
PS : I am also an online fitness coach (as a side passion)
What would you say have been one of the most important lessons you’ve learned?
Grit and hard work is the way to succeed in any business.
It is also important to always have the right mindset : this was specially important when new brands came up locally. I have collaborated with many of these businesses and even shared tips with them on which pop up events to set up booth at or which website provider to use etc. This is because I believe in women supporting women. I also believe that our hard work will pay off for our business and competing with another business is not the right way to grow our business
Pricing:
- Earrings : $15-$35
- Sets : $30-$100
- Bracelets : $12-$45
- Ring : $10-$20
Contact Info:
- Website: https://www.ethnicandaazsd.com
- Instagram: ethnicandaazsd
- Facebook: ethnicandaazsd
Image Credits
1. Preethi Swamy
2. Konkona Sen Sharma (bollywood actor)
3. Melvi Abhilash
4. Shweta
5. Sonal Kanodia
