PriMade: A Desi Etsy Store - #HeritageInBusiness

Ethnic entrepreneurship is all about blending your cultural identity with strategic innovation. For many ethnic entrepreneurs, incorporating aspects of their heritage into their entrepreneurial ventures is more than just a business decision - It's a way for them to connect with their roots and share their culture with the world. Priya, the brains behind the Desi Etsy store PriMade is a great example of this and we are excited to share her insights in response to our quick questions we asked her for our #HeritageInBusiness Blog series,

Desi Style “Eyes” Notebook

1. What inspired you to implement aspects of your culture into your Etsy store?

I was honestly just inspired by the many other Desi shops I would see on Etsy and Instagram. Seeing South Asian styles incorporated into art and being printed onto things just ignited something in me and even though I have basically no experience in art, I knew I had to try it for myself!

1. How has your desi heritage influenced your approach to branding and connecting with your audience?

I was born and raised in England but would always go to Punjab with my parents on holidays. I didn't realise until I was much older, and through social media, that so many women like me had similar childhood memories. Our heritage is part of our identity and I want to make sure my branding is heavy on that.

1. What would you want people who shop at your Etsy store to take away in case they don't share the same culture as you but like your designs?

Nothing makes me happier than seeing others embrace aspects of my life and culture that are so important to me. If someone sees my products and that's their first time encountering South Asian culture, I hope that it inspires them to explore it even more so they can appreciate it as much as it deserves to be appreciated.

1. Can you share a moment when leveraging your cultural background gave your business a unique advantage over competitors?

A lot of my content is based on my lived experiences as a Desi Girl - sometimes it's Punjabi fit checks and other times it's laughing at life in a brown household. But at the end of the day, it's all about connecting with people through shared experiences and representing those experiences through my designs. I feel like this has given me an upper hand with PriMade because I've found my people already and the support they've shown the brand from day 1 is a massive sign of that!

1. What advice would you have for South Asian creatives who want to start their businesses and showcase aspects of their culture in it?

My biggest piece of advice would be to remain authentic with whatever you do. Be inspired by others but put something out that the world hasn't seen before. If you do that and keep putting in the effort, there'll be nothing stopping you!

PriMade is a great example of a small business leveraging culture to stand out from its competitors. By staying true to her Punjabi roots and utilizing social media to expand her audience base, Priya has formed a sound marriage between culture and creativity to inspire individuals irrespective of whether they share the same cultural identity with her or not.

So, for those looking to start small but grow organically, Priya's advice is clear - Stay authentic as you embrace your culture and watch it guide you to success!