On the occasion of International Women’s Day Medianews4u.com caught up with Dishi Somani Founder Dishis Designer Jewelry
Dishis Designer Jewelry is a brand synonymous with its creator Dishi Somani a Delhi based jewelry designer.
Since its launch, Dishis Designer Jewelry has grown exponentially. During this period, thousands of satisfied customers are wearing more than 5-thousand designs by DISHIS DESIGNER JEWELRY. In recent years, it has also diversified by selling fashion and silver jewelry in addition to precious gold, diamonds and gemstones.
Since her childhood, Dishi had a flair for design and jewelry. It was her dream to convert her talent into a reality, thus, she established Dishis Designer Jewelry. Her aim has always been to make designer gold and diamond jewelry available easily and at affordable prices.
Dishis Designer Jewelry provide end-to-end jewelry solutions because it conceives, designs, manufactures and offers intricately crafted exclusive jewelry pieces. Consequently, making it easier for consumers to shop from the comfort of their homes with a click and delivery e-commerce provision. DISHIS DESIGNER JEWELRY also offers custom jewelry to consumers who seek extravagance, for which consumers can personally connect with Dishi and have her design or place orders based on the design they are inspired with.
From the beginning, Dishi decided to tread a path less travelled, which emanated from the belief that exclusivity does not mean expensive nor should it be restricted to the upper class. Elegance and style are for everybody. The objective was to design exquisite jewelry for women from all walks of life, irrespective of their income.
In addition, to its own website www.dishisjewels.com, DISHIS DESIGNER JEWELRY has a presence in marketplaces like Amazon, Nykaa, Ajio and Etsy. DISHIS DESIGNER JEWELRY is available for sale all over India and globally in countries the USA, Australia and parts of Europe.
Q. As a female founder did you face skepticism in the early years?
Yes, like every woman entrepreneur, there were moments of skepticism too during the initial stages. The jewelry industry has always been seen as a male-dominated business when it comes to large-scale businesses and manufacturing. However, I always believed that a woman entrepreneur has an edge because of her creativity, design sensibilities, and ability to understand what a woman wants to wear. With time, quality, and design language, we were able to get over that skepticism and establish a strong brand.
Q. Was the journey made smoother by the fact that you transformed your passion for aesthetics into a brand?
Absolutely, because the brand has been created out of real passion, it has come through in every aspect of the brand, from the design to the narrative. My passion for jewelry and aesthetics has played a huge role in the development of the brand’s identity. Because the brand has been created out of real passion, it has helped us to remain authentic and connected to our audience. The customer of today is extremely intuitive and can sense when a brand has been created out of real love and passion as opposed to business intent.
Q. What have the learnings been in terms of how passion-driven ventures can evolve into powerful, women-owned brands?
One of the biggest learnings is that passion is not enough in itself and that it needs to be combined with a good business strategy, discipline, and understanding of the customer. When you look at women-led businesses in particular, you find that authenticity and storytelling are key tools. When you combine passion with discipline, innovation, and understanding of the customer, you get a brand that resonates with women who can relate to a part of their own journey in this brand.
Q. In building a brand that is known for elegance, individuality, and modern craftsmanship what are the key things being kept in mind in 2026 to ensure success?
In 2026, to be successful in the jewellery industry, one has to be design-driven and yet also have a strong connection to the consumer. Dishis has chosen to focus on three key areas: timeless designs, craftsmanship, and emotional connections. The modern woman requires jewellery that is flexible, expressive, and emotive. Therefore, we are investing more in one-of-a-kind handmade designs, contemporary designs, and pieces of jewellery that can move from day to night to special occasions seamlessly.
Q. What marketing activities will be done on the occasion of International Women’s Day and for the rest of 2026 to target women?
For us, International Women’s Day is a very special day since the brand itself celebrates women. We have plans to launch storytelling-based marketing campaigns to highlight women and their stories.
For the remainder of 2026, we have plans to launch marketing campaigns to build communities and engage women through social media storytelling, influencer marketing, and interactive campaigns where women can share their own stories of jewellery.
Q. Will the goal of marketing to women in 2026 be to build trust?
Absolutely. Trust is the highest currency in the jewellery business. Women today are very aware and conscious consumers. They look for authenticity and transparency in a brand. In 2026, the business is not about selling a product; it is about creating a relationship with a woman. When women trust a brand, they are not just customers for a day; they are customers for a lifetime.
Q. Will the company use female influencers or celebrities to get the message across? Kindly elaborate.
Yes, we will continue to focus on collaborations with female influencers. However, we want to make sure that we are working with women who genuinely connect with the brand’s philosophy. Rather than just working with celebrities, we are now working with content creators, entrepreneurs, and women in general, who are inspiring role models for many people.
Q. What is the big mistake that jewellery brands continue to make in marketing to women?
One of the biggest mistakes is assuming that all women want the same thing. Women today are different in every aspect, from their tastes to their lifestyles and fashion styles. Marketers should be more in tune with their consumers and should celebrate individuality rather than trying to fit all into a box and assuming that every woman is the same.
Q. What role are female employees playing in helping the company create products that focus on consistency, creativity, and building customer trust?
Women employees are significant contributors in defining the brand, and from design ideation to customer engagement, women employees are able to provide us with invaluable insights into what women actually want to wear. This, in turn, helps us design a piece of jewellery that is not just beautiful but practical and meaningful too, and that directly contributes to maintaining consistency and trust with our customers.
Q. Are female consumers increasingly looking at jewellery as an extension of their personality? If so, is hyper-personalisation going to be key to success in this category in 2026?
Definitely. Jewellery is no longer just an accessory for women. It is a form of self-expression. Women are looking for jewellery that shows their personality, their mood, their individuality. And so, hyper-personalization is something that is becoming much more important. In 2026, brands that offer customization in their designs, meaningful pieces, and unique storytelling are going to stand out in the market.
Q. How are women shaping entrepreneurship in the diamond and jewellery segment?
Women entrepreneurs are bringing a new perspective to the world of jewelry. In other words, women entrepreneurs are focusing on design innovation, ethical business, and storytelling. In addition to that, women entrepreneurs are revolutionizing the marketing of jewelry products in a way that is more relatable to society.
Q. Do women bring a more thoughtful approach to entrepreneurship?
I believe that women have a very balanced approach to business and entrepreneurship in general. There is a lot of emphasis on things like empathy and detail. Of course, this is incredibly important in industries like jewelry, where emotion and craftsmanship are so close together.
