"There are many jewelry stores here but all of them offer the same traditional designs. So I saw an opportunity to experiment with my designing skills with jewelry," Aayusha says.
But even as she set off to introducing new, "exciting" designs as opposed to the monotony of the "same old designs", she still wanted her creation to reflect her beliefs, customs and values, her Nepalipan, and for her would-be customers to be able to relate to them. The outcome? Each piece of handcrafted AAMO jewelry is a blend of contemporary with the traditional, and carries a unique narrative of Nepal and its cultural and natural heritages, and even attempts to preserve a little bit of history that the ornaments carry.
Take for example her 'Lo' series of necklaces and earrings inspired by the motifs found in the cave paintings that flourished in Lo, Mustang, between 14th and 16th century. Or the 'Padma Patram' series celebrating the grit and spirit of women. There's 'Chandra Surya' cuff rejoicing our Nepalipan, and 'Dharahara' cuff in memory of the Capital's landmark tower brought down by the April 25 earthquake.
AAMO further carries the essence of Nepal by packaging all its products in special boxes locally made using traditional Lokta paper.
Much to Aayusha's relief, the stories behind her creations are as much appreciated as are her products. "I've so far only marketed my products through Instagram, and I have less than 200 followers. But that's alright because mass producing was never my motive. I'm glad that people understand and appreciate the narrative associated with each piece," she shares. Currently, she receives queries from couple of interested customers every day, and makes two to three deliveries each week. "Which is really good, given that I single-handedly design and market AAMO, and I don't want to mass produce," she says.
The price of her products, all brass made and gold plated, starts at Rs 3,200. "During the research phase prior to starting the venture, I understood how gold is valued and closely associated with purity in our culture. Then I decided that it wouldn't be possible for me to produce brass jewelry and charge my clients for the designs," she explains.
Jewelry Brands in Brand Nepal 2021
Nonetheless, choosing the right metal for her products wasn't half as challenging as finding the right producers. "I wanted local artisans to handcraft my designs. But to my disappointment, most of them weren't willing to do it. They didn't seem interested in trying new things," she reminisces. It took her two months of relentlessly visiting and convincing local artisans in the corners and alleys of Patan to finally find someone who was willing to materialize her concept to reality. Today, Aayusha has about six artisans producing for her.
The challenges aren't over yet, though. The current national crisis has affected her startup, too. "The main problem is in delivering the orders. With acute shortage of fuel, it's nearly impossible to reach my customers even when they're willing to pay. Luckily, they have been kind and understanding, and don't mind collecting their orders themselves," she says.
However, she is positive that as long as you "adopt and adapt", businesses can be sustained. "I can't be rigid and say things like 'I'll only stick to this particular product.' As long as I constantly research and take inspiration from what's going around me, update myself on fashion and accessories trending around the world, consider feedback from my clients, and give my best to the products I offer, I'll do well," she shares.
For Aayusha, who is also a faculty member at KU School of Arts, Center for Art and Design, designer at Mandala Silk, and assistant PR and curator at Nepal Art Council, AAMO is currently a nighttime job. But she plans to take it fulltime, soon. She says, "I have no plans to start exporting, but I definitely don't want to limit to designing jewelry alone. I want to try my hands at designing home décor items, ceramics, etc. I'm also planning to take customized orders from my clients." She also aspires to continue teaching, with a focus on product designing.
