Introduction and Interview by Anupama Krishnakumar
[box]If you thought creativity was all about music, dance, writing, theatre and painting, then think again! Here’s a woman who has gone an extra mile to pursue her passion for designing jewelry. [/box]If you thought creativity was all about music, dance, writing, theatre and painting, then think again! Here’s a woman who has gone an extra mile to pursue her passion for designing jewelry. I really found Benaazir Muhammdunni’s initiative, a celebration of the true spirit of passion. I loved the wonderfully creative name that she has given her venture, ‘MoodSwings Jewelry’. I quiz her about the reason behind the name and back comes a well-reasoned, intelligent response. “I wanted a name that is representative of all women, which even a man can relate to, a name that could bring a smile. I thought what better a name than ‘MoodSwings’.”
What’s more fascinating is, Benaazir quit her sales and marketing job to pursue her passion for jewelry!
We bet you can’t wait to catch the interview. Here it is!
How did MoodSwings Jewelry come about?
I grew up watching my grandmother make various handicrafts, embroider, and even hand draw jewelry designs and then instruct a
Benaazir Muhammdunni
goldsmith to create pieces. As for me, I have always felt happiest when I make something, be it a dress, a new dish, a flower arrangement or even a marketing collateral.
I quit my sales & marketing job to pursue my passion for travelling and jewelry. I took a short course in jewelry making and started making stuff which I would often wear. I started getting looks of appreciation, then requests. I made few pieces for friends. The word began to spread. Unknown people were visiting my place and it was embarrassing without a name for the jewelry line and a business card. As you might have guessed by now, creating MoodSwings was much unplanned, almost forced. In a short span of one month, I set up MoodSwings.
Could you tell us a bit about why the name MoodSwings Jewelry?
My designs stand for real women, someone who has her own mind, is rebellious and independent; someone who doesn’t fit in but sometimes tries to; someone who speaks her mind but is sometimes shy; someone who has a sense of style and individuality; someone who is vulnerable, feminine and tough; someone who loves and hates all the same time. I wanted a name that is representative of all women, which even a man can relate to, a name that could bring a smile. I thought what better a name than ‘MoodSwings’.
The name has many facets. One, I wanted to communicate directly with every single woman; two, the designs are not one-dimensional; three, you can pick a design for each mood; four, they speak about my different moods.
What does creativity mean in the context of jewelry? Which areas exactly do you put your creative instincts to work as far as jewelry designing is concerned?
Creativity in jewelry is not limited to the design and making of it. One of the most creative aspects is how one wears it.
I put my creativity into designing, figuring out innovative ways of making, making the piece easy and comfortable to wear and making it affordable. I also advise my patrons how to wear them.
Do you work on all the jewelry in your collection? How exactly do you plan your work?
I design each and every piece in my line. Since I thoroughly enjoy making jewelry, I am making them almost all the time. I do make them on orders as well.
We do see a lot of players in the trendy jewelry space. What do you think sets you apart from your competitors and the bigger players?
Bigger players have bigger expenses and bigger targets and hence have a constant pressure to sell. For me, jewelry is my passion first. Even though there are a lot of players, there would always be a place for uniqueness catering to a niche / general segment and this is true for all creative fields. The differentiating factor about my designs is the design itself and the fact that it is easy to wear. I have also priced my pieces carefully making it affordable. My designs are also made in extremely small numbers, sometimes one and at the most five.
What are some of the marketing strategies that you employ to sell your products?
I completely rely on word of mouth as I do not believe in hard or overly on-your-face selling. Since shopping for jewelry is a very personal thing, I try and make the experience as personal as possible.
What do you feel is the most wonderful thing about being able to do something on your own? What do you feel is the biggest challenge?
The most wonderful thing about being on my own is the pace, space and peace it offers.
The challenge is to constantly reinvent myself and make designs worth the money, which I believe is an ongoing thing.
Let’s end the interview with your future plans. 🙂
In the long run, I wish to work on some traditional art forms giving it a contemporary touch and hopefully provide employment to as many artists as possible. This is not limited to jewelry.
Pics Courtesy : Benaazir
