Shining brightly in the dark
Designer and seller, Rishika Dossa, tells us the story of her year-old brand Firefly that makes, sources and sells costume jewellery and block-printed cotton fabrics for the modern woman: contemporary, chic, unique, sustainable and value for money.
"There are days when you question your own abilities and are wracked by self-doubt. Here’s where friends and family play a big role-in my case, I couldn’t have asked for a more loyal or enthusiastic set of folks rooting for me"
- Rishika Dossa
If necessity is the mother of invention, emergency would be the big daddy. And this truth was clearly underlined in the course of the pandemic that destroyed countless livelihoods in its wake. For 38-year-old Rishika Dossa, who had been working in the F& B industry, the lockdown and its indefinite extension, was the proverbial line in the sand. “The café I ran inside a popular Pune-based lounge was closed like millions of other outlets. Though my source of income had shut down, the bills still came in every month, sans fail. Clearly, I needed to do something else that I was good at, and which would sustain irrespective of emergencies like the Pandemic,” she reminisces.
Jewellery by Firefly
Reinvention: not for the fainthearted-it’s all or nothing
A trained designer of clothes, she’s always had an eye for beauty even when it comes to accessories like earrings, necklaces, hair ornaments, clips, bangles and bracelets. “What always stuck out like a sore thumb for me was either the pricing of this costume or junk jewellery or the repetitiveness of the design. That which was slightly above average was priced absurdly high by the existing players-heck, why wouldn’t anyone buy gold or silver at those rates?! Worse, they were clearly an assembly line production with every second person wearing the same design. Everyday jewellery has to be affordable and at the same time unique. I knew there was a lacuna that had to be filled,” she says.
Even so, she was nervous. Reinvention at 38 was no joke. Besides, jewellery design is both capital and labour intensive. Her mother Pinky Mahtani was all for it and so were her friends. Even so, Rishika was nervous. There was no way she could do this half-heartedly; it was all or nothing.
Eureka moment: a glow in the dark
It was in this state of confusion that Rishika went on a jungle safari to the noted tiger reserve in Pench, Vidarbha with an entourage of friends and family. “As we were driving back in our jeep in the evening after a long day of sight-seeing, it got darker and darker, until we could see nothing but beautiful fireflies. The sight was surreal. And that for me, was my eureka moment,” she says. “I was going to call my brand Firefly which would not only be the shining light for me, but also the beauty that is often overlooked in the quest for supposedly bigger and better things.”
She got out her sketching pad and began. Her designs would be beautiful, affordable, chic, contemporary and above all, limited edition. “In short, my clientele would not be given anything I wouldn’t be thrilled to wear myself,” she says. “I knew it wasn’t going to be easy, but I knew there would be no looking back now.
She works from a little workshop with an assistant.
The Firefly repertoire
Priced anywhere between INR 150 and INR 2,000, the Firefly jewellery ranges from western and fusion designs like flowers, butterflies, fruit, geometric impressions in pearl, metal, shell, cowrie, beads and wire to classic Indian loves like chandbalis and jhumkas with kundan work. A newly launched collection in brass with silver polish boasts of rings, earrings and necklaces that look very real but are affordably priced upwards of INR 600 extending to the upper limit of INR 2,000. “All of these have been enthusiastically received by my clients,” she says. “I was clear from the outset that my focus was on selective, classy stuff for discerning clients. & no matter how popular a design, I never make nor source more than 10 identical sets. This keeps them at a premium,” she says.
From the outset, the jewellery has been enthusiastically received for its unique designs & numerous options. “Most of my customers are loyalists-and I guess that says something,” she says with quiet pride. “I mean, if they want something for an occasion, they will first check with me than the big stores out there. It’s trust I deeply value.”
Whatsapp, Facebook, Instagram, Flea markets, pop-ups, local exhibits and word-ofmouth are her main platforms. The packaging is eye-catching and usually accompanied by a hand-written not for a personalized touch. “We also do hair accessories for little girls. They deserve pretty stuff too,” she grins.
A dedicated connoisseur and supporter of India’s fabric art, it was a given that she would also deal with fabrics and salwars in cotton and muslin with block prints. “This is our legacy and heritage. Not only is it beautiful and comfortable, but also, you can never go wrong with a cotton saree/dress/suit. It suits everyone, it is vibrant, endlessly diverse and very good for the skin as well as the environment,” she enthuses.
On the anvil are plans to launch a collection of French enamel jewellery for nighttime outings and special occasions. “This will be something very different from what our audience is used to. But given the level of exposure and travel these days, I am sure it will be received enthusiastically,” she says.
Onwards, upwards and forward
It’s early days yet and Rishika is pretty much a one-woman army handling everything on her own. But she’s unfazed by the hard work and excited by the possibilities it represents.
“I do everything on my own-from photography to posting on social media, from sourcing materials to designing, printing, packing orders, marketing, accounts, logistics and back hand administration work,” she exhales. “No work is small or big. Relentlessness and persistence are the key to success.”
As mentioned, Rishika has just one assistant- Sunanda, a single mother from a humble background-but one who is equally committed to the future of Firefly. “She’s raising 3 boys single- handedly. Even so, she does not compromise or attempt to cut back on work. Women like these are such a great example to society and make you want to progress even more.”
Firefly is also working on a website to best display its wares as well its collection of home linen.
The harder you work, the luckier you get
Entrepreneurship, says Rishika, is more often about colouring outside the lines than inside. “It’s not easy but you’ve got to keep the faith-particularly if your product or service is customized and hand-made. Just follow those breadcrumbs; the harder you work, the luckier you get. There’s pretty much no substitute for hard work. Plus, if you don’t jump into the water, you are never going to learn how to swim,” she says to all the budding entrepreneurs out there. “Know the purpose of your business, articulate it clearly and communicate it regularly.
She concedes the going gets tougher after the initial days of excitement. “Honestly, there are days when you question your own abilities and are wracked by self-doubt. Here’s where friends and family play a big role-in my case, I couldn’t have asked for a more loyal or enthusiastic set of folks rooting for me. I am hugely thankful got them being there,” she says.
Starting with an inventory worth just INR 2,000, today it is worth lakhs. “That, for me, is progress and growth. Yes, the growth is slower than for those with funding, but anything is possible with focus, passion and hard work. I hope that one-day Firefly will be a preferred brand for every woman, young or mature,” she rounds off.