Dishis Designer Jewelry is a brand synonymous with its creator Dishi Somani a Delhi based jewelry designer.
Since its launch, Dishis Designer Jewellery 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 Jewellery 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 Jewellery is available for sale all over India and globally in countries the USA, Australia and parts of Europe.
Medianews4u.com caught up with Dishi Somani founder Dishis Designer Jewellery
Q. You belong to a family of entrepreneurs. Has this made the entrepreneurial journey easier over the past decade?
Having grown up in an entrepreneurial family did give some insight into the way companies work, but my path to entrepreneurism was very personal. Transitioning from a stable corporate life to building a designer jewelry brand was driven by a desire for creative expression that corporate life could not satisfy.
The entrepreneurial process helped me grasp some business subtleties to help building something myself, especially in the creative field. Starting a business did have its challenges, but I understood that I had to do it because I wanted to fulfill my passion. Establishing my label was not just a business venture; it was about linking my career to a personal mission and creativity, becoming a rewarding business.
Q. The brand is built on the philosophy that style is not exclusive. Could you elaborate on what this implies and how this sets it apart from the competition?
At Dishis Designer Jewellery, the philosophy that style is not exclusive is at the core of everything we do. I started this business with minimal capital, and hence, affordability and accessibility became the central pillars. I closely collaborated with artisans and suppliers to develop creative products without sacrificing quality.
This allowed me to offer individual, high-quality pieces at an affordable price, which brought designer jewellery within reach of the masses. Using social media and the internet, I was able to showcase my work and meet people who appreciate style and originality. This method makes us stand out since we deliver artistic jewellery within everyone’s reach.
Q. The company’s core values are quality, creativity, affordability, and personalisation. How will they be reflected in the marketing activities done?
At Dishis Designer Jewellery, we project key values—creativity, quality, affordability, and personalisation—at each and every touchpoint. With the help of online presence, we reveal the beauty of culture and craftsmanship that goes into every piece and make quality and creativity accessible to all. We want to introduce affordable luxury to women so they can buy beautiful jewelry at home.
Personalisation is at the forefront of our campaigns, asking people to make items speak for their individuality. Each marketing activity is designed to be a celebration of individuality with roots in elegance and inclusivity.
Q. The aim of marketing is to position DishiS not just as a product but as an experience. In 2025, what will be the game plan to strengthen this positioning?
In 2025, we anticipate being successful in re-establishing our position in a customer-first manner by maintaining personal, emotional relationships with our customers.
We don’t sell jewelry; we sell experiences. Our plan is to develop customized jewelry products that will enable customers to create pieces that reflect their personality, story, and emotions. Each product, in a more personal, bespoke style, will be a celebration of personal achievements and happy memories. Dishi’s jewelry could be a part of your special occasion if we see experience with it as a part of the celebration of your unique self.
Q. Will most of the company’s ad spending take place during the festive season?
Though celebratory periods such as Diwali, Akshaya Tritiya, and Raksha Bandhan are important times for Dishi’s, however, we don’t depend on them exclusively for our ad spend. These festivals, being enchanted periods when families gather together, naturally fall in line with our campaigns, and we do have a greater ad spend during these times. But we realise that special moments occur throughout the year.
That’s why our marketing strategy is more balanced, ensuring that we remain connected to our audience through the celebration of daily life. Be it a birthday, a “just because” gift, or a reward for oneself, we wish Dishi’s to be a part of those special moments too.
Q. The brand’s campaigns focus on celebrating individuality, self-expression, and heritage. Could you talk about upcoming campaigns?
Celebrating the individual and one’s heritage lies at the essence of what we stand for. Our future campaigns will be a celebration of this. For Akshaya Tritiya, our focus will be blessings and good fortune, displaying delicately engineered gold coins and pendants depicting enduring traditions. Then, to mark Raksha Bandhan, we will give emphasis to the strong emotional affections that lie beyond sibling connections, with particular attention to auspicious gifting and emotional telling.
Every campaign combines traditional craftsmanship with modern stories so that each piece we make is not only a piece of jewelry but also an expression of love, heritage, and individuality.
Q. What will the media mix be between traditional and digital media? Will a phygital strategy be adopted?
Our media mix will be based mainly on digital platforms since building our online presence is a central objective for DishiS Designer Jewellery. We seek to use e-commerce, social media, and influencer partnerships to reach across the nation and create a large, active group of jewellery enthusiasts. We are, however, also aware of the power of traditional media to build brand trust and credibility and will deliberately include print and offline promotions as appropriate.
Following a phygital approach will enable us to combine the best of both worlds—the convenience of the online world, complemented by frequent physical presence through exhibitions, pop-ups, or special appointments, further enhancing customer engagement and brand reach.
Q. Hyper-personalisation is a key theme this year across categories. What are the company’s plans in this area, like an app?
Hyper-personalisation is central to our business strategy this year, and we cannot be more excited to take the next steps. We are soon to be launching a dedicated mobile application that will provide a uniquely personal shopping experience. Aspects such as style quizzes, styled recommendations, requests for custom designs, and virtual try-ons will allow customers to find the perfect piece easier than ever before.
However, we know that personalisation isn’t just technology; we are also developing our WhatsApp shopping support and direct messaging services where customers can talk to real people and co-design their jewellery journey. So, as much as an app is coming, we are also committed to integrating the latest tech with a human connection.
Q. How does AI help the company merge affordability with personalisation, identify market gaps?
Artificial intelligence (AI) is fundamental to DishiS Designer Jewellery’s capability to merge price and personalisation. Leveraging advanced algorithms, we are in a position to efficiently study customer tastes and history of purchase to make bespoke recommendations, ensuring each piece is suited to distinct tastes. Therefore, we can create specific pieces without suffering the premium charges normally associated with customisation.
AI also assists us in identifying gaps in the market by examining competitor products, trends, and customer views. Having the ability to visualize changing customer needs allows us to launch new collections that address new tastes and lead the trends. The capability to offer personalized, high-quality jewelry at competitive prices is ultimately made possible by AI, increasing consumer satisfaction while remaining profitable.
Q. According to data analytics, in which direction are consumer preferences moving? Stars from film and television have worn the design. Have they, as a result, become influencers?
Consumer trends are gravitating toward one-of-a-kind, quality-driven, and customised jewelry that reflects individuality. Data shows a rise in demand for symbolic and value luxury styles. Endorsements by celebrities have also played a key role in steering such trends.
Celebrities like Rubina Dilaik, Ankita Lokhande, Soha Ali Khan, Raveena Tandon, and others have sported our designs throughout the years, making them intrinsic brand influencers. Their visibility has amplified DishiS Designer Jewellery’s reach, creating credibility and aspirational worth among the public. Such support not only raises brand consciousness but also impacts buying behaviour, proving the efficacy of celebrity styling in shaping modern consumer trends in the jewellery sector.
