Page 7

Featured on this page, home accessories by Deepika Vijay

In most part Dipika uses pure silver, 92.5. If she uses gold on various pieces it is either 18 or 22 carat gold/nickel plating. Her products range in price from `1,100 to `9,000. She feels that a successful designer is one who knows his/her product and market well. In her mind, creating and selling are interlinked. “Creation in isolation is not enough; selling brings you close to your client, your market,” she admits. “A designer has to be armed with fresh ideas, great visualization, good set of skills and technical know-how, as well as complete understanding of the consumer.” Dipika also believes in fair trade. According to her, qualities like listening, observing, accepting and working on criticism help a designer in the long run. “At the same time, one should be able to sell,” she adds. “A designer should be a marketer, advertiser and a business person as well. That makes a complete package!” The lady believes that she has grown both as a designer and an entrepreneur. She learns with each design that she makes and sells. Transparent business policies and finance rotation are important. So is being humble. Currently a one person

show, Coyote is growing slowly and steadily. While Dipika’s designs are inspired by the esthetics around her, her husband is also a source of inspiration. “My work has also taught me how to market, advertise and plan my business ahead. Speaking as a designer, it is a great feeling to see one’s designs move from ‘on paper’ to ‘on person’. The gleam in the eye of the client while trying on my designs for the first time is the best unspoken compliment and satisfaction I get,” says the young firebrand. Dipika follows the two models of ‘Direct Selling’ and ‘Exclusive Distribution’, using multi-designer boutiques in the country and distributors abroad. She retails through five stores in India and exports to Australia. She also sells directly through various charity exhibitions and luxury fairs. Currently she is planning two exhibitions: a luxury fair in June, and a high end art accessories exhibition around October. To beginners she advises patience and belief in one’s self. “And of course, never underestimate the reach of good marketing!” coyote.dipika@gmail.com

Rajeev Manikoth http://krishashok.wordpress.com/2010/06/25/rupee-only-is-the-god/ www.poolmagazine.in 5

POOL two  

August issue of POOL Magazine

POOL two  

August issue of POOL Magazine

Advertisement