We put three sisters in a room and asked the questions nobody usually asks founders.
Three sisters. Three completely different careers — media, sales, retail. None of us had ever designed a piece of jewellery in our lives.
But we kept having the same argument, in different words: why does jewellery only come in two options — throwaway, or untouchable? So we stopped arguing about it and started building the third option.
No design degree between us. No industry contacts. Just a workshop in Jaipur and a very stubborn belief that we were right.
So instead of polishing an "About Us" page, we asked each other harder questions. Here's what we actually said — unscripted.
Why does Jiaara actually exist?
Sushmita
Because I couldn't find jewellery that said anything. So I decided to write it myself — literally, into a design brief.
Garima
Because there was a real gap in the market, and nobody with actual operating experience was filling it properly. So we did.
Ankita
Honestly? Because Garima brought it up every single time we connected over the phone.
What do you three actually disagree about?
Ankita
Garima will rewrite one product description four times. I'd rather ship it and let real customers tell us if it worked.
Garima
Sushmita wants to launch things two weeks before I think they're ready. She's usually right, which is annoying.
Sushmita
Both of them forget someone has to actually pack the box. I'm usually the one saying "not yet, we're not ready."
One thing you'd want a customer to know that they don't?
Sushmita
It's not the same number of hours for every piece — but every single one is hours of handmade work. Not a factory line, actual hands.
Garima
We turn down more retail and marketplace deals than we accept. Not every "yes" is a good yes for this brand.
Ankita
If something's wrong with your order, message us. I read those messages myself — you're not talking to a bot.
What's next that actually scares you a little?
Sushmita
Being the face of this, not just the one writing about it from behind the camera.
Garima
Growing this without losing the thing that made it work when we had zero budget.
Ankita
Not being able to manage peak order time — and disappointing customers because of it.