Since ancient times, the craft of Chikankari – which literally means embroidery – is one of the most popular arts of handcrafted embroidery in India.
But somewhere down the line, this timeless artistry of fabric embellishment got forgotten in the ever-changing stream of times.
While she was working as a Business Analyst with Tata Motors, Sherin began forgetting her love for this art form.
Not until she got married and was relocated to Kochi post-marriage from Mumbai that she remember her love affair with Chikankari.
Thus, being a renewed passionate lover, when she began searching for a place in Kochi where she could get casual handcrafted Chikankari outfits, she was disappointed. And out of curiosity, Sherin started checking for the popularity of handcrafted outfits in the city.
But came to know that the demand was very less because the majority were not familiar with the work. Few heard about the same as expensive handwork created on celebrity outfits only, and few on occasion wore sarees only.
According to a few others, the work is done on only ‘white kurtas’. One or two shops in the city that sold the outfits were costly. So Sherin thought long about popularising this ancient art form anew.
Crazy for Chikankari
She began hunting for freelancing artists in Chikankari via social media, selected a few, shared the requirements, and got the designs and outfits for launching a handcrafted budget-friendly Chikankari fashion boutique in the city of Kochi.
The year was 2016, and the Founder and Owner, Sherin Vineed, launched OneDay Princess with the aim to redefine the ancient craft of Chikankari.
In an interview with Insights Success for its edition of ‘The Women Owning the Business Arena’, Sherin shared her fascinating story.
“Initially, the response was very less, but the demand started increasing by 2017. In 2018, I launched a category called ‘Crazy Whites’ and conducted an exhibition and sale of only ‘White Outfits’ with handcrafted Chikankari, which was the first of the kind that happened in the city,” said Sherin recollecting.
But she was rock-solid in her vision of reviving the ancient craft of Chikankari. Thus, she worked hard to become a bridge between the artists who are facing issues in selling the final product at a deserving cost and the art lover who can buy the same in their budget.
Princess Conquering the Pandemic Monster
The pandemic lockdowns made Sherin get closer to the clients’ expectations as an artist. And she began gathering their requirements in detail and sharing her knowledge about Chikankari with all the art lovers.
Rather than considering it as just embroidery, she could explain the details of work forms, culture involved and the history of the art. She could change the concept of considering an outfit with Chikankari work as a ‘piece of artwork’ than just any dress!
Her Secret of Success
Sherin’s unique advice to the aspirants who are wishing to venture into her field of business is that before starting any business, one should keep these questions in mind,
- Why am I starting the business?
- What am I going to achieve?
- How am I going to start?
And keep asking the questions to the self and, if possible, write them down daily and answer them, without turning back and reading from yesterday’s answer. Continue this exercise for a month and then read all the answers. If the answers are the same for twenty-one days, go ahead with the plan. Otherwise, continue the exercise till you achieve the same answers. If one can’t get all the answers on each day similar to each other, that means the business plan is not their own and not worth following.
In her future vision, Sherin said, she is now planning to launch home decors with handcrafted Chikankari. She will also be conducting workshops on the same first in her city and then after looking at the response across India.
