Biography of Aditi Minda: Founder of Thea and Sid & Adastra Jewelry- Entrepreneur
Journey of Aditi Minda:
Aditi Minda is the dynamic founder behind Adastra Jewelry
and Thea and Sid, both jewelry brands based in Mumbai. Her educational
background includes a Master of Fine Arts from Loyola Marymount University,
which she attended from 2008 to 2011, and a Bachelor's degree in Advertising
and Marketing from the University of Mumbai. Aditi's diverse academic journey
provided her with the creative and business acumen needed to succeed in the
competitive jewelry market.
The Birth of Adastra Jewelry
In September 2018, Aditi launched Adastra Jewelry, a company
dedicated to creating exquisite jewelry at affordable prices. The brand prides
itself on using high-quality materials, such as 925 sterling silver and
hand-cut cubic zirconia, ensuring that every piece is both beautiful and
accessible. Aditi’s goal was to redefine jewelry shopping by making elegant
designs available to a wider audience.
Niki Gems: A Collaborative Venture
Alongside Adastra, Aditi also partnered with Niki Gems,
where she has played a crucial role in marketing and business development since
March 2013. This venture allowed her to gain valuable experience in client
relations and communication, vital skills that she has applied in her own
businesses. Her work at Niki Gems not only enhanced her industry knowledge but
also helped her establish a solid network within the jewelry sector.
From Education to Entrepreneurship
Before venturing into the jewelry business, Aditi honed her
skills in various roles, including as an assistant office manager at Loyola
Marymount University and script reader for several production companies in the
U.S. These experiences provided her with insights into organizational
management and the creative arts, both of which would later influence her
approach to running her jewelry businesses.
Thea and Sid: A New Beginning
Building on her success with Adastra, Aditi co-founded Thea and Sid, which specializes in handcrafted jewelry with a focus on proposal rings and other elegant pieces. This new venture emerged from a recognition of a market gap for affordable yet stylish proposal rings made of sterling silver, catering specifically to the younger generation. Aditi and her team aimed to create a vibrant and engaging jewelry-buying experience that resonated with modern consumers.
The Journey of Resilience
Aditi's entrepreneurial journey was not without challenges.
She faced significant financial hurdles, including debts from her education,
which led her to make the bold decision to return to India and start her own
business. Recognizing the potential in the market for high-quality jewelry, she
was determined to turn her dreams into reality, despite the risks involved.
Innovative Marketing Strategies
In launching Thea and Sid, Aditi implemented innovative
marketing strategies that targeted young consumers aged 18 to 24. By focusing
on social media and online platforms, she was able to engage directly with her
audience and create a community around her brand. The company’s approach
included providing customers with personalized services like ring sizing,
after-sales support, and even dating advice, enhancing the overall buying
experience.
Responding to Market Trends
The team behind Thea and Sid conducted market testing and
found that there was a growing demand for sterling silver and cubic zirconia
jewelry among the younger demographic. They capitalized on this trend by
offering flexible, stylish, and affordable proposal rings, contrasting with the
brittle options available in the market. This focus on modernity and customer
preference positioned them as a unique player in the jewelry industry.
Biography of Aditi Minda: Founder of Thea and Sid & Adastra Jewelry- Entrepreneur/startup/age/net worth/investor/Thea and Sid story/shark tank/
Success on the Small Screen
Aditi and her business partner Ashwini Gadia showcased their
venture on the popular pitch show Shark Tank India, seeking ₹80 lakhs for 7%
equity in Thea and Sid. Although they did not secure a deal, the exposure
significantly raised their brand profile and highlighted the innovative aspects
of their business to a wider audience.
Expert Feedback from the Sharks
During their pitch, the sharks provided valuable feedback.
While they acknowledged the quality of the jewelry and the thoughtful marketing
strategies, they expressed concerns about the niche market and the clarity of
the brand’s value proposition. Some sharks felt that the concept was
underdeveloped for investment, leading to a learning experience for Aditi and
Ashwini.
Emphasizing Product Quality
The jewelry produced by Thea and Sid boasts impressive gross
and net margins, indicating a solid business model. The average selling price
of their pieces ranges from ₹1,500 to ₹6,500, with a cost price of ₹350 to
₹850. This financial framework allows the company to maintain quality while
appealing to budget-conscious consumers.
Future Aspirations
Despite the challenges faced during their pitch, Aditi
remains optimistic about the future of Thea and Sid. She aims to continue
expanding the brand's reach, emphasizing innovative designs and customer
engagement. With a focus on quality craftsmanship and modern aesthetics, Aditi
is determined to carve out a significant niche in the jewelry market.
Building Community Connections
Aditi has also focused on building a strong community around
her brands. By sharing inspirational love stories and engaging with customers
through social media, she creates a relatable and emotionally resonant
experience for potential buyers. This connection helps foster loyalty and
encourages customers to share their own stories, further enhancing the brand’s
appeal.
Leveraging Online Sales
The shift toward online shopping has benefited both Adastra
and Thea and Sid, allowing Aditi to reach a broader audience without the
limitations of a physical storefront. This approach not only reduces overhead
costs but also aligns with the shopping habits of her target demographic,
making it easier for customers to purchase jewelry from the comfort of their
homes.
A Bright Future Ahead
As Aditi Minda continues to navigate the challenges of entrepreneurship, she remains committed to her vision of creating beautiful, affordable jewelry that resonates with the younger generation. Her resilience, innovative mindset, and dedication to quality are paving the way for a bright future in the competitive world of jewelry design and retail.
