“After working with Amrapali Jewels for a year, – Avantika shares her story, – I got married and settled in Pune in 2012. Five to six years ago, most jewelry houses/brands in Pune were run traditionally as a family business rather than professionally. Dhruv urged me to start something on my own, reassuring me that he had complete faith in my capabilities. In 2012 the ‘Aaraa by Avantika’ label was born. ‘Aaraa’ means ‘adornment’ in Arabic.”
No single attribute can define the essence of an Aaraa woman:
“She has an individualistic temperament, is opinionated and very confident, very culturally rooted and yet urbane, up to date with what’s happening around the world, sensitive to age old crafts, and believes in encouraging ethically sourced/created Indian goods.”
“Whenever a design that I visualize takes shape, it gives me a high,” – designer says. “However small or big its scale might be, there is a satisfying feeling which is unparalleled. Receiving positive feedback and photos of people wearing their Aaraa jewelry makes all the effort that I take worthwhile. Being a woman entrepreneur is very rewarding. Striking a balance between home and work is a tough job and I do feel proud that I am able to maintain this stability. Achieving a fine work-life balance makes me feel triumphant.”
Read this story in POOL 83.