Aleora is a Mumbai based startup founded by Parth. It is a hand-made custom Jewellery brand which was created in May 2018.
I have always had the exposure to this industry because of my family business. Since childhood, I have watched my ancestors, my father work in this and hence I got exposed to this field very early in the day. I have always been fascinated by Jewellery and now with Aleora I can fulfill my dream of having my own brand stemming from my ideas, says Parth.
We at Bangalore Insider had the opportunity to catch up with Parth, the founder of Aleora and to know more about the startup, read his inspiring story.
Give a brief info about your startup?
Aleora is a high-end imitation Jewellery brand set with the finest Swarovski Zirconia available in the country. With a family legacy of over a century, Aleora was created in May 2018. An entirely hand-made custom Jewellery brand, Aleora works with silver, Swarovski and semi-precious color stones giving each piece an impeccable finish.
My inspiration comes from women who want to own new pieces of Jewellery that are unique, yet not heavy on the pocket. My aim is to create unique Jewellery for every occasion. I believe in working in accordance to the customers’ requirement and giving top priority to their needs.
What made you start your startup and what problem does it solve?
The idea behind Aleora was to re-create Diamond Jewellery with Swarovski Zirconia, Silver and Semi-precious color stones and make it affordable for women who could not purchase real Jewellery. This solves the problem of purchasing fine designer Jewellery without burning a hole in their pockets. With an increasing number of destination weddings, cocktail parties and milestone functions, Aleora gives people an option to wear a new piece of Jewellery at every eventwithout spending a lot.
Tell us about yourself, your previous jobs/ventures? What were you doing before this startup?
My schooling was done from “The New Era school” post which I completed my Bachelors in Commerce from “K. P. B. Hinduja College”. From the beginning I was always fascinated by the making of Jewellery and the process involved. Before the start-up I used to work with my uncle where I gathered first-hand knowledge.
Where is your startup based out of? Why do you think that is the best place for you?
My start-up is based out of Mumbai. Since I have recently launched this brand a few months ago I do not have a store in place at the moment. However, Aleora can be found online, at exhibitions and of course personal home visits. As of now I think this is sufficient for the brand, however I do plan to expand and open up a store.
As a startup founder, what are you paranoid about? What keeps you awake at night?
As a start-up founder, the only thing that keeps me up at night is knowing whether or not my brand will be accepted in the market. Due to competition, I always strive to learn and implement new things that distinguish me from the others.
Who are your competitions and how are you better than them?
There are a bunch of competitors in the market now for jewelry in silver with Swarovski Zirconia. However, all those are providing commercial quality designs and finish. Aleora gives you taste of luxury and designer wear along with a super-fine finish as that of real jewelry.
How hard is it to have a work life balance as a startup founder and how do you manage it?
The work life balance as a start-up founder is not hard at all as the passion for creating new designs and continuously improving the quality of work keeps me going. Inventing new concepts and designs regularly, tracking latest trends and meeting new people is always great. When you love what you do then it becomes easy to manage the business.
Have you raised funding? If yes, then we would like to know the details. If no then please tell us if you are looking to raise.
No I have not raised any funding and as of now I am not looking to raise any.
What’s the biggest misconception people have about you? Why do they have that? What’s the reality?
I believe the biggest misunderstanding people have is that they confuse Swarovski with Swarovski Zirconia. It is not a misconception but a misunderstanding, since there are many who have entered this market. To clear out this misunderstanding, Swarovski Zirconia, commonly known as diamond imitation is the most precisely cut zirconia on the market, available in a wide variety of exquisite shapes, sizes, and colors. Zirconia is a high quality, durable, hard, and optically clear synthetic crystalline substance. Because of its great similarities to diamonds, zirconia is often used as an affordable diamond substitute.
What gets you excited about this company?
I have always had the exposure to this industry because of my family business. Since childhood, I have watched my ancestors, my father work in this and hence I got exposed to this field very early in the day. I have always been fascinated by Jewellery and now with Aleora I can fulfill my dream of having my own brand stemming from my ideas.
Tell us how a day in your life looks like? Your schedule for a day right from the time you get up till you hit the bed at night.
My routine starts with workout either a walk/gym at 6am, then I consume a hearty breakfast while watching some news/reading the papers. Once I get ready I start with my daily work consisting of speaking to the karigars, designers, understanding their needs and current industry trends. If I have client visits I do that or I go to the market for first-hand information or I go buy the raw materials required for the Jewellery. During the day I am constantly in touch with my Social media team and PR team to get updates. I am usually back home by 7pm, eat dinner, watch some TV/movie or meet friends and I hit the bed by 11pm.
Tell us about your team and how did you meet each other?
My team consists of 2 designers who I have known through common friends. My marketing team consists of 2 freelance PR professionals and a team handling my social media, both acquired through the Networking Now India facebook page. The operation of Aleora is handled by 4 karigars with whom I am working since the past 6-7 years introduced to me by an old staff.
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