Sneha Prabeen’s Yuvanta Beadworks is taking an ancient art form into the future.
Compiled by: Rochelle D’Souza Images: Yuvanta
From Cleopatra’s necklaces, amulets and cuffs made of beads of lapis, malachite, turquoise, silver and gold to new cult favourite Alex and Ani’s beaded jewellery made from an array of materials, beaded jewellery is one of the oldest forms of jewellery and one that is still widely prevalent today.
Some say that the beginnings of beaded jewellery began more than 70,000 years ago when man found the beads and gems and thought it was incredibly beautiful. Beaded jewellery has been used in many ways from something as simple as for beauty and adornment to a trading currency where beaded jewellery or beads were used for buying and selling based on its value. Some cultures even use them as a talisman. Different parts of the world created different types of handcrafted beaded jewellery. Central and South America are known for their wampum and quill creations, while Native American beadwork usually included a lot of turquoise and silver. Bead making in France began as early as 38,000 BC. Worry beads, filigree, and highly decorated ceramic beads originated in Greece, while Italy specialized in the Murano glass beads – some of the most expensive beaded works in existence today. Beaded jewellery has a rich and vast history that is incredibly interesting. Suffice it to say that there is a rich cultural tradition of wearing beaded jewellery and no one understands this better than Sneha Prabeen.
Seven summers ago, Sneha took a break after grad school. She had bought a few strings of tiny beads to try and make anklets for herself. While in the process of making them, she found herself falling in love with the hues and textures of the beads and the innumerable patterns that one could turn out with them. She began experimenting more and graduated into bigger beads. “I lacked the professional expertise, but managed to make some neckwear, which got me elated”, says Sneha. After completing her post-graduation, Sneha bounced back into her passion and today runs her successful brand ‘Yuvanta’ that creates all things beaded.
Tell us about your tryst with all things beaded?
Beads have been used in many cultures for centuries. Beads have been made from pebbles, shells, teeth, claws, clay, glass and more. Glass beads and hand-crafted beaded jewellery have long been associated with the Roman Empire as well as early Mediterranean, Egyptian, and Venetian cultures.
My journey began after I coined the brand name. I hosted an exhibition at my own house where I displayed anklets and neckwear. The feedback I received was so good that I was convinced that this was what I wanted to do in future. My plan was to pursue my passion along with my post grad but unfortunately, that did not work it. So after I completed my studies in marketing and HR and then, I decided to go ahead with Yuvanta. I would say that my tryst with Yuvanta started then. I knew I had to get professional training though, as I had no clue about any technique. I did not want to invest another few years into the mainstream courses, so I visited Bangalore with an intention to find people who could help me out. Fortune smiled at me when I found Madvi, who owned a bead studio in Bangalore. She is a techie by profession but was very passionate about beads like me and had a studio, she had also travelled and learned various techniques from different people. She was my apt Guru. Every day at the studio was so refreshing and an interesting learning process. It was a perfect kick-start to my career.
My products line includes beaded accessories – neckwear, earrings, headgears, wrists wear, ankle wear and home décor – beaded curtains, bird feeders, key holders and bookmarks. The icing on the cake, however, has been the ‘beaded lingerie straps’ which caught the attention of both the young and the old and is a much sought after product. I now host exhibitions in various cities in India and it has been an amazing journey so far.
What does ‘Yuvanta’ mean and why did you choose to name your brand so?
The word “bead” comes from the Anglo Saxon words “bidden” (to pray) and “bede” (prayer) but I didn’t really want to do something along those lines. My entire family and I were brainstorming for a name when I initially decided to start the brand. I wanted a brand name that associated itself with the youth of today which, at the time, I believed was my prime clientele. I also wanted to make sure that the name sounded Indian. That was when my mother came up with name Yuvanta and it sounded perfect.
Tell us about your creative process.
I am absolutely in love with what I do but believe it or not, the entire process that goes behind all of my creations is very simple. I just sit at my small workspace, put on some good music and surround myself with all my beads and start experimenting with colours and patterns. That’s how simple it gets!
Who are your target audiences and how do you reach out to them?
Women are my target audience (sometimes men as well) but my products serve to adorn children, adolescents, young adults, and women (middle-aged and older). While social media is one way for me to reach my audience, nothing can beat the personal connection you make during exhibitions. And exhibitions are also the most effective way for people to build that connection and see and experience your goods and services first hand.
What kind of response have you garnered from your customers?
I think I have been very fortunate with customer response. I have always received so much love and appreciation towards Yuvanta. The love has doubled after the introduction of our signature product – the beaded lingerie straps – as it was something unique that our customers could flaunt. It’s overwhelming to see their appreciation towards it.
How much have the consumers and the market changed over the years?
The market for accessories is massive and to be able to make something unique is very challenging. I have been very fortunate as my customer base has grown over the years. When I introduced the lingerie straps I was sceptical about the response but it amazed me to see how well women connected to it. Most women tend to be very conscious and worry about whether their straps pop out in public but the beaded straps have turned into something to be flaunted and it has changed the mentality of many women who purchase them and wear them with an air of confidence. When Demonetization was brought in I was worried about sales but honestly, my customer base did not get affected, the one change was the mode of payment from cash to plastic money. Change is good!
Tell us about the pros and cons of being a woman entrepreneur who is trying to start a small business?
I can’t speak for all of India, but in Kerala, it has not been very easy. I have my small manufacturing unit here and it frustrates me that people don’t take me seriously. It also takes forever to solve petty issues like logistics for the website or paperwork. Having said that, it is encouraging to know that the government and media give women entrepreneurs so much of leverage. It’s also as great to see so many women at flea markets and exhibitions.
Future plans for Yuvanta?
My ideas pop up when I’m inspired. And seeing how women are really stepping up and owning their own lives, I only see more and more inspiration coming up which will really help Yuvanta grow. And I definitely want to create a niche segment for beaded products in the current accessory market. I also see my lingerie straps as THE new product line that Indian women are going to flaunt their shoulders with!
