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Female Entrepreneur: Ambar Pariddi Sahai – Founder of ‘Mine of Design’

AMBER-5252_resizeAmbar Pariddi Sahai’s creative pursuit led her to follow her dreams, her ideas and her imagination with which she has successfully established a first generation jewellery business. Mine Of Design is her initiative. Finishing at the top of her class in her study of Accessory Design at the National Institute of Fashion Technology, New Delhi, India, she has followed her passion for the last twelve years. Amber’s forte is to design interpretations to evolution, innovation to invention of jewels using gold, coloured stones and diamonds along with table top accessories in sterling silver.

The universal values intimately connected with real people and each piece adds to its sartorial elegance thus making it a legend. And each story is added as it passes through the hands of the new story teller – the people in the making of the jewel. As a designer Ambar always has close involvement and collaboration with the Mine of Design family: the artisans: instilling life into the jewels, the story of the person who buys it and the setting in which it finds itself eventually.

The Look

Through the similar language of forms and colours, the works of Ambar at Mine of Design respond to the complexity of the tastes and sensibilities of the people of our times. Subtle, minimalist or baroque, classic and avant–garde jewellery in turn underlines and becomes a defining element of one’s personality, taste and persona. The designs conceptualised are to discover the hidden supernatural power in the stone that can actually make one motivated to create jewellery. As a designer Ambar sees the instinctive attraction in these stones that have purely taken the credit to inspire her to create a range of lustrous impulse.

Tell us about your company

I sell my products under the label ‘Mine of Design’ with the concept that the client will come to mine and dig their dream design. I set up the company in 2001 with a concept of selling luxury fine, fashion and favours in warm metals such as gold, copper and silver-coated articles.

The target consumer is aware customers who are well travelled and wish to make a statement by what they are wearing. They are art lovers who wish to stand out in the crowd of thousands. We specialise in personal service by giving each client customised service to define the design that they have only dreamt off previously.

Why did you set up the company?

I had carried out a project for the State Government and it was quite an experience to handle over 200 people where things went out of control. Then I decided that I would do something under my control. It could be of small magnitude but it would be ‘mine’ hence I started ‘Mine of Design’.

Just stick to your principles and have patience. Success might take time to come this way but it surely will.

What has been your biggest challenge in achieving your success?

There have been so many I don’t know which one to choose! For example I was 23 when I set up the business. I had a full time job then and in the evenings I used to meet my clients or go to the craftsmen to discuss the orders and monitor their progress.

The jewellery industry in India is a closed one between certain communities and invariably men. When they saw a young girl trying to get her foot in the door for precious jewellery, not many people encouraged for me to try things out. Visiting the dark, narrow lanes in Old Delhi on my own after completing a full day’s work was challenging as some did not see me with a good eye and some thought I was being unnecessarily courageous. I have always lived with my parents in Ghaziabad which is hour and half from Delhi. I had some difficult times getting back home for example, when I ran out of petrol because I was so engrossed in my thoughts I didn’t check the petrol gauge!

What has been your greatest achievement so far?

Emotionally speaking, when my parents feel proud of me and speak highly of me, feels like I have achieved it all. But practically speaking this year when I got the project from World Gold Council as a preferred designer on their panel, I simply loved it.

Who has been your biggest inspiration?

My Mother. It has always been important for me to see a smile on her face. Whatever I have done so far is to see that. I feel whatever I do is small in front of what my parents have done for me. My father was diagnosed with a neuroendocrine tumour two years ago and it was very shocking news for me. Since then, whatever I do is to make the dreams of my parents come true – and see them both smiling.

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How do you balance your work life and home life?

To me family always comes first. It’s always difficult to balance between the two as both of them hold their own importance but I always work from morning to evening but once I am home I attend to all the household responsibilities and stand by my family in all odds.

What advice do you have for women starting out on their own?

Just stick to your principles and have patience. Success might take time to come this way but it surely will.

Can you recommend any organisations or networking groups that have particularly helped you on your journey?

Biz Divas, I would say. It  is one networking group where I met Shilpi Singh who then worked with me as my business coach and really helped me over my hesitation and shyness to discuss my problems / issues in business that I would deal with alone. At Biz divas I met young entrepreneurs where I saw that everybody is trying to make their own way in a creative manner and learn from their experience and mistakes.

If you could ask for one thing to help propel your business what would it be?

I would ask for the Almighty to look at me and shower his blessings as when I think of one thing that would propel my business I can’t think of any other thing besides this as with his kindness I can achieve it all and it will all fall in place with the chain reaction of things.

What does the future hold for you?

I suppose the future is very promising where I see myself to be one of the leading designers in India for luxury in the international market with stores across the country and an impactful online presence.

About Ambar Pariddi Sahai

Ambar was born in a Ghazbiabad with a name Pariddi, which means circumference in Hindi. When she grew up and started working her mother saw that she was to struggle for the smallest of things. Ambar’s mother said that if she was to become the circumference then she should become the limit to this sky and so she changed her name to Ambar Pariddi Sahai. Ambar went to Apeejay School in Noida and then trained in fashion design and clothing technology from NIFT, New Delhi in 1995-96. That’s when she found her heart lies in creating accessories so she studied Accessory Design at the National Institute of Fashion and Technology, New Delhi specialising in precious jewellery, winning the Best Diploma project award. Leading her creative pursuit she followed her dreams and tried her hand at exhibition design, product design and store design before starting her life time project ‘Mine of Design’.

Web: www.mineofdesign.comLogo[1]
Facebook: www.facebook.com/MineOfDesign
Twitter: mineofdesign
LinkedIn: mineofdesign
Email address: [email protected]
Phone number: +91 98105 67629 / +91 120 279 6125

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