Aditi Abraham

Hi guys, I'm Aditi and I'm based in India and I'm the founder and creative director of my brand called Adnovel. We make jewellery and I'm also a textile and fashion designer by profession.

So as a founder and creative director of my own brand, I handle everything, starting from designing to manufacturing to doing photo shoots to websites to marketing, you name it.

A founder has to do everything. So basically a CEO and also managing artisans who are working under me. So it's a whole cycle of the entire journey.

I actually enjoy designing a lot, so obviously I'd be doing some sketches on my notebook or creating some plan for the next day or what work has to be given to the artisans.

So my day is mostly about planning and structuring. A little bit of photo shoot some days, when the product is ready.

So if you see my earring, that's kind of the products that we create. So there's a lot of planning, like what's the inspiration behind this design and how it should look like.

So it's a whole story that I give with each product and each collection.

So most of my time, as I said, I spend with my artisans. So I have my woodcutter and then I work with my polish guy to give the finishing touches.

Then as I am currently expanding my brand into clothing, so I also give a lot of time to my tailors and my embroiderers. So again, it's a process.

The best thing about my job is I love the management.

So obviously, because I'm the head of my own brand, I can decide what I want to do. I can decide, like, the planning.

So it's at the end of the day, it's my design that's going into the market. So I think whatever is inside me, I'm putting it out in the world and in some ways I'm trying to help the world.

So, having a sustainable brand, having a thoughtful process is something that I had always wanted to do. I think I'm doing what I do best and that's designing and managing.

The hardest part is again selling the product.

So you need to find the people who like your product. So not everybody would love what you make, so you have to find your niche and you have to reach the right people at the right time.

So I would say that's the hardest part in my job.

So as a young student when I was studying in school and my college days, I was always interested in creating earrings and creating something out of craft basically. I'm very much interested in craft that's why I took textile designing.

So whenever I get anything in my hand, the first thing I do is create an earring out of it and I'm like, oh this will look good and I can, you know, just put a hook on it and wear it.

So that's how it started and this one day during my university time there was an event coming up where I had to create a collection. So that's what interested me to start my brand from scratch.

So I designed like for two weeks straight. I was designing, manufacturing, polishing, all sorts of things, packaging, and then doing some photo shoots to present it in the market.

So it all started there. Like I designed on wood and I produced some 200 pieces of designs for my first launch. And yeah, two weeks of sleepless night and extreme hard work!

I launched my brand with a different name but I started Adnovel in 2020. So it's been six years now of this journey and obviously I have grown in it, how it started and how the products we have now are like finished products, luxury manufacturing.

So, it's all a process that you start with.

So in the school time, I mean in school in India, since I'm from here, we don't exactly focus on what the future goal is like. So we are more focused on mathematics and science and like everybody's trying to become a doctor or an engineer.

And the one thing that my school taught during that time, the one quotation that just fit in my brain was, dare to be different. And I wanted to do something out of the box, something different that people are not doing.

And yeah, I think that zeal inside me, that enthusiasm inside me made me the founder and creative director of my brand.

Well, it's difficult at times, but what you have to focus is what you love about.

One has to give some time for their personal life and some time for their job. Not the entire time can be devoted only for your job and career, because in life you need to sometimes enjoy and also do what you love.

So when I'm doing what I love, what I get from it, I enjoy from that. So that's a different pleasure that you get, honestly.

The memorable moment was the day of my launch, that I launched my product in front of a market, and that day it was literally a queue of people lined up to buy this, my brand products and that's one day I can never forget.

And another memorable day happened very recently where I saw my brand and myself on Google saying Adnovel makes jewellery and handcrafted luxury items. And it was also mentioned that the founder and creative director is Aditi Abraham.

So that just made me feel like, okay, I'm being recognised finally by the world and by Google. Maybe it's because of the metadata or whatever it is but that just encouraged me and it put me in a different zone completely, like I was on on the ninth cloud.

I think one advice I wish I had when I was younger is do what you love to do and go after your dreams because that's what makes you happy at the end of the day.

Because nobody told me that when I was young. Everybody was like one should become engineer and doctor.

So, yeah, I think my own decision of going behind my passion and what I love to do has always helped me so that's what I will tell my younger self.