Meet Chandana Shailendren, the visionary behind Sansa Jewellery. As a child, she crafted jewellery from clay, and today, Chandana has turned that childhood hobby into a thriving jewellery boutique. In an exclusive interview with Deccan Chronicle, she reveals how a lifelong passion for crafting can transform into a successful entrepreneurial journey.
A sneak peak into the stunning world of Sansa
Picture Courtesy : DC
How does it feel to have turned your passion into a thriving business?
To put it simply, it’s fulfilling and extremely gratifying. It leaves me with a sense of having given back to society. It’s not just about creating a brand; we’ve actually created an enterprise. Empowering women and people in general is where my sense of fulfilment comes in.
Crafting clay ornaments began as a hobby for you. How did you develop your skills in jewellery design?
It all started with making clay jewellery at home as a hobby. I gifted them to friends and family, who loved them so much they wanted to buy them. Initially, it was just for fun, selling them for 50 or 100 rupees. Then I began incorporating precious metals into my designs, starting with silver and moving on to gold and diamonds. That’s how it beautifully came together.
Can you share some experiences about working with local artisans and the impact on their lives?
When I decided this could become more than a hobby, I wanted to serve society. About 17 years ago, many handcrafted jewellery processes were becoming rare due to machine-made jewellery. Artisans were struggling, and this was their only livelihood. I hired a few artisans and started a small workshop in my balcony. It was well-received, and I learned a lot from them. They found stability and a career, which was significant for me. These artisans come from small villages and lacked resources. Here, they earn a steady income and keep their craft alive.
The Flagship Store in Banjara hills
Picture Courtesy : DC
What challenges did you face transitioning from a small workshop to a retail space?
The move was significant. It was time to be available to a wider audience. Hyderabad lacked many bespoke jewellery designers, and I saw an opportunity. The idea of a retail studio came about, always promoted as bespoke. As an artist, my passion drives everything, from interiors to jewellery. We create each piece from scratch, with clients part of this journey, making it unique.
Your designs are known for their intricate craftsmanship and distinctive aesthetics. What inspires your creativity and how do you ensure each piece is exclusive?
Jewellery has a lot of sentimental value. It’s not just art but something passed from generation to generation, given as an asset or a precious gift. There is always an emotion behind it. At Sansa, our philosophy involves inviting clients to share their stories, choices, and reasons for specific designs. We restore a lot of antique jewellery, which is very close to our hearts. Clients trust us with their precious heirlooms, and this trust is a huge responsibility and a heartwarming experience for me.
How has relocating to a prime location impacted your business, and what do you hope to achieve in this new space?
This new store is part of our expansion plan. It’s a bigger space with the atelier attached to the showroom, making the process easier. Clients can see their products take shape and engage with us in the entire making of the jewellery. The visibility on the main road also increases brand awareness. It’s about running an enterprise efficiently while maintaining our unique approach.
This isn't just any jewellary store. It's a work of art
Picture Courtesy : DC
What sets Sansa apart, and how do you maintain customer relationships?
The ability to create jewellery that suits clients' needs and tastes sets us apart. Clients often bring their own gemstones or become part of the design process. We build a warm, engaging atmosphere, creating art rather than just pushing sales. This bond and multiple interactions help maintain strong relationships with our clients.
Your design ethos emphasises creating precious, valuable, and accessible treasures. Can you elaborate on what this means to you and how you achieve it in your designs?
Accessible and affordable jewellery should be wearable daily, not just heavy assets. The focus is on the design, not just the metal's value. We ensure each piece is beautiful, regardless of how much metal is used.
How do you balance traditional jewellery making techniques with modern tastes and trends?
Many techniques have been lost over time. For example, Patra work involves fusing gold and silver, creating a thicker sheet for setting stones. We aim to revive such techniques while maintaining the beauty and uniqueness of each piece. We combine traditional methods with modern aesthetics, keeping the essence of each metal intact.
What’s next for Sansa? Any projects, collections, or collaborations in the pipeline?
We plan to set up multiple stores across the country. Our flagship store is in Hyderabad, and we hope to establish at least two more stores in the next one or two years.
Lastly, as a successful entrepreneur and designer, what advice would you give those aspiring to turn their passions into careers?
Take one step at a time. Don’t look at the entire staircase; take the first step and move forward. Perseverance and consistency are key. Don’t give up.
