The way we dress up speaks volumes about our identities and our connection with our own cultures. GlamByRissh, Founded by Charu, a US-based Indian jewellery and clothing brand perfectly embraces the essence of South Asian culture while adding a contemporary touch to it. Charu's ethnic entrepreneurial journey serves as a perfect example of how one's deep ties to one's cultural roots can be the foundation of a thriving business that appeals to all races, ages, abilities, and sizes.
Charu's designs are highly inspired by her Indian heritage, weaving together elements from various parts of incredible India. From the intricate gold jewellery styles of Madurai to fusion pieces from North India, Charu's work celebrates the diversity of Indian culture. For Charu, fashion is beyond aesthetics - It's a narrative that bridges the gap between ethnic and Western sentiments. By applying the fusion approach to her business model, Charu is effectively able to honour South Asian craftsmanship while simultaneously making it appealing to global audiences.
“I see a growing appreciation for hybrid designs that honor heritage while embracing modern trends,”
Charu shared. This perspective reflects her brand's mission to craft pieces that resonate with evolving identities in today’s globalized world.
Building GlamByRissh did not come without challenges, however. Finding the right sourcing across India while trying to ensure high quality and authenticity was a significant hurdle Charu faced. In addition to that, innovation was integral in the saturated fashion and jewelry market. Charu's response to these obsticles was committing to consistently improving her products while fostering open communication with her customers.
“Feedback, even when critical, has been a valuable resource for growth,”
she explained. By refining her designs and fostering customer loyalty, Charu turned her challenges into opportunities. This mindset is a testament to the grit and adaptability required to succeed as an ethnic entrepreneur irrespective of where you are in the world.
For many members of the Indian diaspora, embracing traditional attire can feel like a double-edged sword. From one side, it can be considered as an act of cultural pride, while on the other hand it can seem challenging as many like to fit into Western standards.
“Fashion is such a personal expression. For first and later-generation desi kids, exploring fusion styles can help them find a balance that feels authentic to both their heritage and their Western identities. Encouraging them to try different outfits is key—sometimes, you won’t know how much you like something until you give it a shot.”
This heartfelt perspective is rooted in Charu's own journey as a South Asian mother who's daughter was born and raised in the United States. This journey ultimately ended up serving as her greatest inspiration to launch her brand.
“I noticed she felt a disconnect with fully traditional wear, yet she still wanted to celebrate her roots. That insight helped shape my vision for GlambyRissh: creating designs that honor our heritage but resonate with modern lifestyles.”
Participating in this year's New York Fashion Week (NYFW24) marked a defining moment for GlamByRissh as a brand. Charu reflected by stating:
“It was surreal. Being part of such a prestigious event put my designs on a global stage and validated the hard work I’ve poured into building my brand.”
Beyond recognition, NYFW opened even more doors and built further credibility for GlambyRissh as a brand.
“The exposure helped me connect with other designers, influencers, and buyers who share a passion for innovative fashion. People now see that my designs are original creations, not just sourced from vendors. That distinction has been a game-changer for my brand.”
For Charu, the journey of building GlambyRissh hasn't been challenge-free, but it also serves as a testament to the power of staying true to your roots. Charu's advice for aspiring ethnic entrepreneurs is simple yet significant:
“Do what feels authentic to you. Don’t be afraid to mix things up and push boundaries.”
As a female-business owner who has successfully merged South Asian Heritage with contemporary fashion, Charu's story offers a blueprint for individuals looking to share aspects of their culture through their business.
“Ultimately, it’s about finding ways to tell your story. Every piece I create is an opportunity to share mine—and to inspire others to celebrate their roots in ways that feel meaningful to them.”
Tradition with innovation is not only possible, but it is a powerful, yet business-savvy way to stay ahead of your competitors and stay true to your roots.
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