MSME SuperPower:
From Relocation to Reinvention: How I Crafted Success in Fashion Jewelry
Nisha Nair
Founder, Yamini Lifestyles, Bengaluru
From an early age, I was accustomed to a life of constant relocation, where adaptability became second nature. This skill proved invaluable as a military wife, moving cities frequently. I viewed these transitions as opportunities to reinvent myself.
My professional journey began in media sales and strategy, a career I deeply enjoyed. However, with each move, I felt a growing desire to create something of my own—something that combined my passion for design with the flexibility to adapt to any location. That’s when the idea of starting a jewelry brand took root.
Jewelry felt deeply personal, logistically manageable, and—most importantly—connected me to skilled artisans whose craft deserved to be celebrated. In 2017, I launched Yamini Lifestyles, a company rooted in creativity, adaptability, and respect for heritage.
Overcoming Challenges, One Move at a Time
Starting a business while frequently relocating posed unique challenges. From sourcing artisans in new cities to managing inventory remotely, every step tested my resilience. Each city brought new opportunities—and new hurdles. Finding talented artisans who could bring our designs to life was one of the toughest yet most rewarding parts of the journey.
Our artisans, with their incredible skill and dedication, became the heart of Yamini Lifestyles. Under Yamini Lifestyle, we offer two distinct brands for customers, Joyera and Aitihya, both of which offer handcrafted jewelry. Their craftsmanship elevated our designs and allowed us to blend tradition with contemporary aesthetics.
In the early days, I relied on exhibitions and defense shops to build a steady customer base. As a solo entrepreneur, I wore many hats—from designing to customer service—and often leaned on friends and family for help during busy seasons. Scaling the business, particularly online, was an uphill battle. My first attempts at eCommerce were met with setbacks like inventory mismanagement and unpredictable sales. But each challenge taught me valuable lessons that shaped our path forward.
A Game Changer: Joining the Vriddhi Program
In 2020, while living in Jabalpur, I stumbled upon the Walmart Vriddhi program through the Madhya Pradesh Association of Women Entrepreneurs. It was a turning point for Yamini Lifestyles.
The program offered personalized mentorship, particularly in financial management, helping me navigate the complexities of cost control and strategic planning. I gained insights into optimizing our eCommerce presence—refining product listings, enhancing customer experience, and leveraging real-time data for better decision-making.
The results were transformative. Our online revenue skyrocketed from ₹80,000 annually to ₹1.8 lakh per month. Offline, the business grew from supplying 7-8 shops in 2018 to reaching 65 shops across India—from Kashmir to Port Blair. In 2023-24, Yamini Lifestyles achieved sales of ₹34.08 lakh, a milestone I am incredibly proud of.
Expanding my Horizons
As I look to the future, I am excited to take Yamini Lifestyles global. Our first step was participating in a B2C event in Singapore, which offered valuable insights into international markets.
We’re now planning to establish offices in Singapore and the Middle East, while exploring partnerships with platforms like Walmart.com for global expansion. eCommerce will remain a cornerstone of our growth, with platforms like Flipkart and Walmart as valued partners in this journey.
Empowering Women, Building Communities
One of my core beliefs is empowering women through employment. Today, Yamini Lifestyles employs a dedicated team of women who handle everything from quality control to dispatch. As we grow, we aim to expand this team, providing training and opportunities for women in our community.
Scaling Yamini Lifestyles isn’t just about business growth—it’s about uplifting the communities we touch, from the artisans who craft our designs to the customers who wear them.
A Journey of Resilience and Gratitude
Building Yamini Lifestyles has been a journey of resilience, adaptability, and unwavering belief. Every challenge has been an opportunity to grow stronger and more resourceful.
To anyone dreaming of starting their own business, especially women, my advice is to embrace change, keep learning, and trust in your ability to adapt. Success doesn’t happen overnight, but with persistence and passion, the possibilities are endless.