Of the Women, By the Women, and For the Women

An interview with Vidhi and Mamta, founders of “Zariin”

Vidhi and Mamta Smart Indian Women

An interview with Vidhi and Mamta, founders of “Zariin”

Hi Vidhi/Mamta, thanks for taking the time to chat with SIW. Tell us a little bit about yourself and your work.

Vidhi : I graduated with a Finance major from Kelley School of Business, but Fashion has always been calling. From sketching when I was younger, to designing my cousins’ outfits for the weddings. Zariin was born in 2010 when we felt there was no Indian jewelry brand in the international market.

Mamta : I am the business and marketing brain behind Zariin. I grew up in Delhi, and lived one third of my life in America. So in many ways I felt I was fortunate to understand the best of both worlds. Hence we conceptualized Zariin as an unpretentious brand taking the best from Indian craftsmanship with an international aesthetic,that a modern global woman can easily identify with.

What was the inspiration behind “Zariin”?

Vidhi : I was always passionate about travel, fashion & crafts which today is the source of “Zariin” inspiration that eventually translates into jewelry. It is amazing how experiences and tastes turn to be wearable pieces of art through the medium of design.

Mamta : In addition, we wanted to make jewelry that resonates with who we are as people. Yes, we love to accessorize ourselves and make jewelry a part of our daily wardrobe, and not save it for those rare occasions. We understand our vibe, and blend jewelry as a part of that syncing with who we are. Our first collection was about “Being Spirited”, which meant exploring and nurturing the innate spirit within us. We expressed this theme by using semi-precious stones in their natural and raw form, thereby carrying their true spirit with them.

Zariin earrings Zariin rings

What are the key elements for you while designing your collection?

Vidhi : There are no limits to design and endless possibilities to explore. We try to tap those possibilities keeping in mind the Zariin aesthetics to achieve the unique-because that’s what a Zariin woman is looking for. We refer to the trends but might not abide by them completely to give way to designing what we believe in.

Mamta : We stay true to our heart and our aesthetic, and do not always remain trend driven. In that sense, Zariin designs are classics. We always keep the woman we design at the forefront- her moods, her aspirations, her whims and even her idiosyncrasies!  

Any challenges you faced in starting this business?

Vidhi :  Translating a sketch into an ergonomically sound product is always a challenge. Manufacturing a design and achieving exactly what you envisioned with its quality intact is the biggest challenge we faced.

Mamta : Managing and balancing the ever changing and dynamic continuum of designing and product development, while growing the brand internationally and maintaining that growth, setting higher standards of quality, yet staying true to handcrafting each jewel- these all have been the challenges we have battled in starting and sustaining our business.

What are your plans for the future?

Vidhi : There is just so much to explore and creativity does know no bounds…so who knows, maybe a new product line!

Mamta : In the short term we are looking to geographically expand our presence. We just launched Zariin in Paris and Milan. We need a stronger presence in Middle East and Latin America.  As a long term goal, I want to see Zariin having an exclusive store in every fashion capital of the world.

What do you think are the keys to professional and business success for women in India?

Vidhi : Balance. On the face of it everything glitters and looks easy. But there is a lot of hard work and action that goes at the back end. You need to be prepared for all sorts of days and jobs as there is no other way to do it.

Mamta : Don’t find excuses for not being the best that you can be. The glass ceiling is only in our mind. If we stay true to who we are, work hard, have a clear plan- both short term and long term- then it’s all about pursuing the goals with relentless ambition.

What advice would you give to young women readers of SIW who want to follow a similar career path as you?

Vidhi : Have a vision and be at it. Things don’t happen in one day. So while you believe in what you are doing, you end up making sure you have tried every possibility to make it happen. Something does click eventually. 

Mamta : Love yourself, love your work, don’t try to be someone else- else you will get lost in the crowd.

All images are property of “Zariin” and required permissions have been taken to publish it on www.smartindianwomen.com website.



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