In today’s world, design goes beyond mere aesthetics; it must have the capacity to address systemic issues and contribute to a transformative change with an aim to restore balance!
Nimisha Priya, Founder & Creative Head at VEAVbyNimishaPriya, works at the confluence of fashion and sustainability through custom designs based on fabrics that are sourced responsibly and by minimizing waste.
Nimisha talks to Shyam Krishnamurthy from The Interview Portal about the obligation upon designers to devise solutions that not only avoid compounding existing ” problems” but also comprehensively address and improve the state of the world and the environment.
For students, there are no shortcuts to achieving your goals and ambitions. The journey won’t be easy, but patience, perseverance, and vigilance are key.
Nimisha, tell us what were your formative years like?
I spent my formative years in Ranchi, Jharkhand, a modest town by some standards, but it was the fortunate location where I had the privilege to absorb numerous lessons from my surroundings, school, and most notably, my parents and elder sister. Being a Fashion Designer is one of the coolest and most interesting professions. But where I come from this profession is not considered of any importance or that ‘it’ can help ‘sustain a livelihood’ so to speak. My family is filled with generic professionals of engineering, a doctor, a lawyer, and an Indian Administrative Service officer to name a few. Such straightforward career paths are by default expected out of any Indian family and children. As a result, my schooling concluded with a focus on science in the CBSE curriculum, despite my personal desire to delve into history, which had been my preferred subject during my time in an ICSE board school. But somehow, this generic pathway never really caught my passion or my interest. I always think that I use my ‘Right Brain’ a lot more while doing my work. Indeed, it is my ‘Right Brain’ that has been a constant driving force; to passionately break all the generic professional traditions within my family. From a very young age, my inclination was towards colors rather than the black-and-white words within a book. The only aspects of arts and culture that my parents valued were my participation in painting classes and music. During my teenage years, a significant moment occurred when I stumbled upon a television broadcast featuring a collection by a renowned Indian fashion designer. Though the specifics escape me now, that marked the inception of this captivating journey into my career. After completing my 12th standard, a challenging moment emerged when my chosen career path didn’t align with my parents’ aspirations. My mother, a highly educated senior lawyer, and my father, a renowned IAS officer in the state of Jharkhand, understandably had concerns about their daughter pursuing a career in a field focused on creativity and design. At that time, such pathways were not commonly considered valuable by most Indian parents. Despite their reservations, I remained steadfast in my decision, knowing deep within that my true calling lay in this domain and nowhere else. And to this date, I have never once regretted the call of my passion!
What did you do for graduation/post graduation?
After successfully convincing my parents and receiving their green signal, I embarked on the journey of preparing for the toughest entrance exam to secure a spot in the prestigious college, NIFT. This pioneering university has been the birthplace of numerous remarkable, talented, and outstanding designers. After an intense and nerve-wracking experience filled with stress and anxiety, I managed to successfully crack the entrance exam and secure a cherished spot in the Calcutta branch of NIFT Calcutta, renowned for its art, culture, and incredible warmth, offered me an enriching environment to learn the ropes and core of fashion design. I graduated with a Bachelor’s degree and even secured a promising job through campus placement with a reputable company at that time.
I also did a Masters in Fine Arts – MFA, Apparel and Textiles from Academy of Art University, SFO.
How did you end up in such an offbeat, unconventional and cool career?
However, my aspirations always drove me to seek more, and despite the initial success, I felt unsatisfied. As a result, after my bachelors. I decided to leave that place and return to my hometown, Ranchi. I was presented with a wonderful opportunity to serve as both a designer and production manager at JHARCRAFT, a company that embodies the revitalization of traditional arts and crafts in my hometown. In addition to immersing myself in the captivating world of arts and crafts, I found profound inspiration in their mission and core principles. The overarching goal of empowering underprivileged women to achieve financial independence left an indelible mark on me. This revelation highlighted that the realm of design extends beyond creating aesthetically pleasing artworks; with the right perspective, it can wield significant influence as a potent tool for positive change, reshaping narratives for the betterment of society.
Continuing from my previous experience, my time at JHARCRAFT ignited a deep passion for textiles. I had the unique opportunity to witness firsthand the entire process of fabric development, starting from on-campus mulberry plants to witnessing the involvement of worms in extracting the organic yarns used in the fabric’s further production. This hands-on experience truly enamoured me with the fascinating world of textiles. In addition to this impactful experience, my elder sister’s unwavering dedication to her studies served as a constant source of inspiration. Witnessing her pursuit of a master’s degree in the USA, combined with the significant moment I experienced at JHARCRAFT, I decided to take the next step in my academic journey. I decided to initiate the process of applying for a Master’s program in Textile Design at the Academy of Art University in San Francisco. Finally, but certainly not of lesser importance, the profound educational and influential careers of my parents played a pivotal role in shaping my subsequent decisions. I continue to regard my family members as beacons of constant inspiration, reminding me to maintain unwavering passion, resilience, and diligent effort in pursuit of my goals and aspirations.
How did you plan the steps to get into the career you wanted? Or how did you make a transition to a new career? Tell us about your career path
To be completely honest, I didn’t have a concrete road map for my journey, but my unwavering passion for the creative field guided my way. Instead of creating an elaborate plan, I simply took one step at a time, relying on my instincts for the next move. This approach proved to be valuable when put into practicality within this career pathway. During my internship (while I was at NIFT) at Shahi Exports Pvt. Ltd.(New Delhi), I was presented with another fantastic opportunity to work alongside the talented employees of the design team to which I was assigned. It was a hands-on experience that vividly demonstrated the power of teamwork in making dreams come true. Witnessing the collaboration of like-minded individuals, I saw how abstract illustrations transformed into practical and aesthetically pleasing wearable pieces. This experience reinforced the saying, “Teamwork makes the dream work” in its ultimate and practical form.
Upon successfully attaining my master’s degree, I found immense inspiration from collaborating with a diverse array of talented and creative individuals hailing from various countries and cultural backgrounds. Drawing from this diverse array of experiences and environments, I felt compelled to embark on my own entrepreneurial journey. In 2017, I established my venture with a clear intention to not only create aesthetically pleasing outfits for women but also to bring about impactful change. Each of my experiences shaped a valuable core principle that became the driving force behind the establishment of my startup.
Gradually, over a period of diligent research, I acquired deeper insights into the detrimental consequences of Fast fashion. This realization instilled in me a profound sense of duty as a designer – not to follow the same path, but rather to contribute to a gradual transformation of the narrative, in collaboration with fellow creative minds. Subsequently, I initiated the process of enlightening and guiding my clients, promoting awareness about the effective outcomes of upcycling their existing wardrobes. By highlighting the positive impact on the environment, I empowered them to embrace this practice, allowing them to actively participate in making a positive difference.
Throughout my journey in paving this pathway, one aspect became abundantly clear – the importance of being a keen observer and remaining alert to one’s surroundings. I learned that a wealth of knowledge and expertise often emerges from the environment we find ourselves in, the people we connect with, and the organizations we work for. Above all, it is crucial to possess unwavering passion and resilience, to persist against the current and to maintain belief in the goals set from a very young age. These attributes are vital in shaping a successful and fulfilling career.
How did you get your first break?
The true essence lies in connecting with the right and like-minded individuals. I was fortunate to become a part of the BNI networking family, where my work through my startup was highly appreciated and acknowledged. This led to an invitation for a live interview session by a talented fellow BNI member, who wanted to hear about my journey and experiences thus far and my vision for utilizing my role as a designer as a powerful instrument to drive change in society. I got the opportunity to firmly express my intentions to shift mindsets towards the greater good and bring about positive transformation. This significantly helped me in my ongoing mission with my start-up.
Above all, I firmly believe that attaining significant breakthroughs is within one’s reach every single day, provided that intentions are established with clarity regarding the goals and aspirations one seeks to accomplish.
What were some of the challenges you faced? How did you address them?
Challenge 1: The journey along this pathway presented me with a constant challenge: to learn and master the skills and expertise required in this creative field. I learned that success does not come easily, and sometimes it takes multiple attempts to achieve our goals. However, I remained resolute in my determination, vowing to keep trying until I succeeded. I firmly believe that perseverance is the key that separates those who endure for the long haul and emerge as strong candidates for success. To thrive in any chosen path, one must consistently adapt to the changing times and be open to continuous learning on the go. Until now, whenever I find a bit of free time, I dedicate it to acquiring new skills and refining those I already possess. Moreover, the key to becoming skilled in any field is to remember the mantra of practice, practice, and practice.
Challenge 2: Securing the job of your dreams presents a unique challenge. I faced numerous rejections, and even getting the opportunity for an internship at Shahi Exports was no small feat; it was a true test of determination. Initially, the disappointments were disheartening, yet I came to realize that failure is a necessary step in comprehending the genuine essence of success. Over time, I understood that these setbacks contributed significantly to my personal growth. Each challenge ultimately propelled me to refine my skills further, enabling me to approach my next objective with greater expertise.
Challenge 3: Another challenge I faced was not progressing beyond the second level of my applications for Lakme GenNext in 2019. Although I couldn’t advance further, reaching the second level itself was a success for me. The fact that I was chosen from a pool of numerous talented applicants to showcase my collection in the second phase of the applications instilled in me a deeper sense of determination and passion for my chosen career path. It was an achievement in its own right to be recognized and given the opportunity to present my collection before the esteemed renowned judges. I utilized this challenge as an opportunity to further refine my skills, and the results have been beneficial up to the present time.
Challenge 4: Engaging in a venture initiated from the ground up presents a distinct set of challenges. Given that my parents pursued entirely different career paths and our family had no history of such endeavours, establishing this business from the beginning was an entirely novel undertaking. Every aspect had to be built from the ground up, but the presence of support and strong networking connections somewhat eased the initial steps, particularly in the completely unfamiliar city of Mumbai. Back in 2017, it felt much like venturing into uncharted territory for me. But when you have a clear vision, nothing can deter you from bringing it to life.
In summary, these experiences I’ve shared were indeed remarkable milestones in my journey so far. Although I continue to encounter various challenges and setbacks, the key to success lies in never giving up. Each time I face a hurdle, I find renewed determination to begin anew. These challenges and failures serve as precious jewels that I treasure throughout life, serving as poignant reminders of how far I’ve come and the significant personal growth I’ve achieved as a human being.
Where do you work now? What problems do you solve?
I am self- employed, Founder & Creative Head at my startup, VEAVbyNimishaPriya .
Certainly, it is undeniably competitive, exemplifying the cutthroat nature of this industry. What sets us apart is our deviation from the ‘one size fits all’ business model. Instead, it revolves around the principle of designing creative solutions to the distinct needs and preferences of each client. I firmly believe in the uniqueness and individuality of each person. Everyone adorns attire that resonates with their inherent identity. Since the very beginning, I held the vision that my creations would transcend the realm of conventional off-the-rack fashion, aiming to provide women with a sense of ease and a genuine reflection of their individual characters within my designs.
I would describe it as more of a custom-made business model rather than the typical ready-to-wear approach. Let me take you through an overview of the design process for clients very briefly. It all begins with engaging in attentive conversations to thoroughly understand their specific requirements. This understanding is then translated into several rough sketches, culminating in a meeting with the client to finalize the design. The sketch is meticulously detailed, specifying the colors, prints, and unique non-traditional silhouettes.
Next, we proceed with creating a trial fit using rough fabric to achieve the best possible fit and to incorporate any changes the client might desire. This iterative process ensures that the final outfit will be a perfect match for the client’s preferences. Once everything is firmly confirmed, we move on to the production of the final outfit, which brings immense joy and satisfaction to me, my team of artisans, and, of course, the clients. Finally, any remaining fabric following the creation of an outfit is repurposed into either products or an entirely new ensemble, effectively minimizing waste within the design process’s ecosystem.
The central focus of my second master’s degree is the design thinking process, which goes beyond merely catering to users and adopts a more live -centric approach. This program has been instrumental in shaping my visions and missions in a more systemic manner. It has encouraged me to move beyond the surface level of creating aesthetically pleasing designs and delve into the essence of being an innovator. I now consider not only what to create but also why I should create a particular design and how it contributes holistically to the betterment of the world in every aspect.
Alongside managing my startup, I am currently pursuing my second Master’s degree in strategic design from SRH Berlin University of Applied Sciences in Berlin. Despite my core background in fashion and textiles, I decided to venture into a different design direction and successfully completed my thesis on fashion and sustainability. As I previously emphasized, staying updated with knowledge and skills is crucial in any chosen career path. The harrowing realities of fast fashion and its catastrophic impact on the environment and society deeply moved me. In response, I am driven to address this issue by comprehensively understanding the systemic problems at play. In today’s world, design goes beyond mere aesthetics; it must have the capacity to address systemic issues and contribute to a transformative change, aiming to restore balance to the world as it existed before the upheaval caused by the industrial revolution.
Navigating the startup life entails engaging with clients, comprehending their needs, and effectively delivering products that meet their satisfaction. While it’s a collaborative effort, as I previously mentioned, teamwork consistently yields the desired outcomes. Daily challenges arise due to the involvement of multiple stakeholders, and not everything aligns seamlessly each time. However, success demands patience and unwavering perseverance.
The journey is far from easy; skill development comes through the daily grind. Every day brings new lessons as I interact with diverse individuals – clients and skilled artisans alike – each contributing to turning designs from paper into reality. It’s a remarkable journey filled with its share of highs and lows. When your chosen career path has ignited a profound passion within you from a young age, it becomes inevitable to wholeheartedly dedicate yourself to it.
How does your work benefit society?
I am currently working towards this objective, and I wouldn’t claim to have fully realized it yet. Beyond providing opportunities for skilled artisans and educating clients about the value of upcycled clothing, my ultimate goal is to transform the fashion industry’s narrative. This narrative should work towards reinstating equilibrium for both the environment and humanity. Currently, the fashion industry’s overconsumption and excessive production have triggered detrimental consequences worldwide. It’s imperative to take action on an individual level to address these pressing issues.
Tell us an example of a specific memorable work you did that is very close to you!
Among my most memorable works, I take great pride in each recycled or upcycled creation, especially when I transformed an old pair of denim into a uniquely customized set of flip-flops (a type of light sandal, typically worn as a form of casual footwear).
Besides that, I also wish to share a significant and cherished accomplishment from my recently completed thesis during my second master’s degree. Over the span of five months, I dedicated myself to intensive research and meticulous analysis of both qualitative and quantitative data. This effort culminated in the development of a solution that not only proves beneficial but also acts as a catalyst, motivating individuals to take much-needed action. The uniqueness of this solution lies in its playful approach – it commences with a game that subsequently unveils a digital application that contains a treasure trove of knowledge, resources, and assistance, aiding individuals in addressing the challenges associated with their old and used clothing. This innovative concept deeply aligns with the fundamental principles of my startup and the evolving landscape of the digital era. My aim was to create a solution that seamlessly blends both haptic and digital elements, resulting in a cohesive ecosystem that empowers users, provides valuable insights, and fosters meaningful connections among like-minded individuals. Ultimately, users will gain empowerment, knowledge, and the ability to share their experiences, thereby creating a platform that not only enriches their lives but also extends support to those in need.
This thesis wasn’t solely focused on improving the existing business model; rather, it served as a means for my own evolution as a designer. I aimed to adopt an approach that goes beyond crafting visually appealing garments for my clients. As mentioned earlier, my vision is centered around making a meaningful impact as a designer. It’s obligatory upon us designers to devise solutions that not only avoid compounding existing “wicked problems” but also comprehensively address and improve the state of the world and the environment.
Given that we are approaching a critical juncture, it’s clear that taking the right individual actions is crucial. The thesis underscores the urgency of this matter, as we’re rapidly heading towards a point where damage control might become unmanageable if corrective measures aren’t taken promptly.
Your advice to students based on your experience?
I have learned numerous valuable lessons along the way, but I want to share the most crucial advice that can hopefully benefit any student eagerly and passionately ready to embark on their chosen career path. I personally refer to this as the “hexagon of life,” I personally continue to adhere to these valuable pieces of advice that I have gathered from my experiences along my journey as a designer up to this point.
1) Always listen to your heart and follow your passion, as it will lead to rewarding experiences in countless ways. Don’t be swayed by others’ expectations or what your family wants you to become. Remember, it’s your life, and you will have to live with the chosen path for the rest of your days. I remained steadfast in my passion, even when it went against the tide, and I hold no remorse for my choices as they were decisions made by ‘me’.
2) There are no shortcuts to achieving your goals and ambitions. The journey won’t be easy, but patience, perseverance, and vigilance are key. Pay attention to your surroundings, the people you connect with, and your work environment – these are critical factors that will contribute to your growth and expertise, complementing your formal education at university. Occasionally, it’s perfectly acceptable to pause and seek assistance from others if and when required. Always persist in learning, for I strongly believe that knowledge wields immense power and holds the capacity to conquer even the most formidable challenges.
3) It’s absolutely all right to experience failure and make mistakes, as they become precious gems that aid your progress and propel you forward. If you aren’t facing failures, you aren’t truly achieving success. Don’t let rejections dishearten you; every rejection holds a valuable lesson, and everything happens for the best. Embrace failure as a stepping stone to growth and come back with even greater confidence and determination. However, throughout this journey, always maintain your kindness and empathetic nature. It is vital to have compassion, as it enables you to envision a larger and deeper impact, ultimately contributing to the betterment of the world on a larger scale.
4)And most importantly, the true measure of accomplishment doesn’t always lie in gaining recognition on the most renowned platforms. Instead, it hinges on how effectively one employs their skills, knowledge, and experiences to create a meaningful and lasting impact. In a world that has endured numerous setbacks – from world wars, pandemics to economic downturns and the persistent effects of climate change – it is essential to pause periodically and reflect on the actions you can individually take to shape a more equitable and harmonious future for all. When you embark on a mission to contribute positively to the world, driven by unwavering determination and compassion, success naturally follows suit. Tune into your inner self, delve deep into your passions, and explore the reasons behind them and most importantly ‘why’ you want that particular career path. Understanding these aspects will guide you toward a fulfilling journey of meaningful change.
5) During the journey, it’s natural to feel as though you might be falling behind others. But remember, it’s okay because this is your unique journey. You’re not lagging; you’re simply progressing at your own pace, and in the end, you’ll reach the final destination, just like everyone else. Maintain unwavering focus on your defined goals and objectives, considering the significant impact you’ll make while attaining these remarkable milestones for yourself.
6)Lastly, never underestimate the importance of self-belief, and if certain ideas take root in your mind, take the necessary steps to bring them to fruition. Always remember, they emerged for a reason in the first instance. With unwavering self-belief, nothing can hinder you from accomplishing your goals and objectives. I’ll leave you with the three mantras I embrace every day: practice, patience, and perseverance.
“The vitality of thought is in adventure.
Ideas won’t keep. Something must be done with them.”
- Alfred North Whitehead
Future Plans?
My future revolves around taking immediate action as a designer to influence the narrative and shift mindsets on important subjects. I firmly believe that everything is interconnected, and every individual has a pivotal role in instigating positive change, no matter how small. As I continue my mission, I am also determined to launch the solution I developed through my thesis in a more systemic manner in the near future. By doing so, it will be better positioned to achieve the very goals for which it was initially designed.