Tribe Amrapali has come to become popular amongst the modern Indian woman thanks to its contemporary designs and ode to tribal and traditional crafts. A more affordable brand from the Amrapali family, a brand synonymous with traditional Indian jewellery, Tribe hits just the right notes when it comes to the balancing act of modern and Indian in jewellery.
The story of Tribe’s inception is perhaps as interesting as its intricate designs. What started with posting photos on a Facebook page has successfully transformed into a young brand that not only stands true to the Amrapali heritage but also resonates with the Indian woman of today. “We started Tribe with a very small team and zero knowledge about eCommerce. At that time hardly anyone was selling jewellery online so apart from convincing people to adopt this practice we also had some internal challenges where we used to test and try everything and also do everything by ourselves,” says Tribe’s Founder Akanksha Arora, about the brand’s rather humble beginnings. Tribe began as an e-store in 2013 and today, nine years later, the brand has expanded enormously when it comes to an online presence with boutiques in three Indian cities as well.
Image Source: Instagram/tribebyamrapali
For someone just starting out, just like she did with Tribe, Arora advices, “A definite ‘do’ is to take risks, step out of your comfort zone and try everything. You will eventually know what works for your business and what doesn't!”
A graduate of the Indian Institute of Gems & Jewellery in Mumbai, Arora has always been a natural when it comes to creating mesmerising pieces of jewels. But it’s really the delicate balance between creating and leading that keeps her going as an entrepreneur. “I love the creative bit, it’s something that comes naturally to me and something I really enjoy doing. But as an entrepreneur, I am still running a business and can’t ignore what the business needs. So while some decisions we take are for the business and some purely creative, with patience, hard work and a little extra effort you can do both,” she says.
Image Source: Instagram/tribebyamrapali
As women entrepreneurs, one of the biggest challenges that may come one’s way is a successful balance even within your work life and leading your team effortlessly. “The toughest part is to create a balance between what you like doing and the parts you may not like. You have to give equal time and attention to all and overcome your weaknesses. One of the most important parts is managing a team, and aligning all the departments. For them to achieve the same goals, we have to identify their strengths and weakness and inspire them to achieve goals together,” explains Arora.