From Precious
August, 2009

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Vaishali Shah | Retail

ananya: without equal
www.ananyacards.com

Vaishali Shah is founder of ananya, a luxury multicultural design service which specialises in elegant, bespoke personal stationery.

Precious: Did you always want to be a Business Woman?

From the time I was studying for my International Baccalaureate, I knew that I wanted to be a business woman. At university, the feeling became stronger and when I graduated, I knew that I wanted to work in business. I worked for 4 years before setting up my own business in January 2000..

Precious: How and when did you come up with your business idea?

I’d always had a keen interest in design and marketing so I started my design and marketing agency in January 2000. From 2004, I designed Diwali and Eid greeting cards. In 2008, I diversified into designing exclusive wedding stationery, under the brand ananya.

Precious: Tell us about the business planning stage

I’d created a general business plan for myself to keep me focussed and on target with my goals, but since I was not looking for any external funding, I had consulted my family members.

Precious: Did you have any formal business training?

I’ve a First Class Joint Honours degree in International Management and French. I’m also an Associate of the Chartered Institute of Marketing.

Precious: What funding sources have worked for you?

I used my own capital to launch the business. I’ve consistently worked hard and have ploughed a proportion of the profit back into the business. I’ve been fortunate enough not to require any external funding.

Precious: How do you work on making your business grow?

I network a lot! From London Chamber of Commerce meetings to introductions from clients, I do meet and connect with new people and do regular follow up with my contacts. I try and keep my finger on the pulse and am always on the look out for opportunities, pay attention to how others are doing things, read magazines etc. I’ve worked hard to get my team in place so that as the business grows, I’m ready to take on the extra work.

Precious: Has your business developed in the way that you thought it would?

To a certain extent, it has. In many ways it has exceeded my expectations! I’m delighted to have designers working for me in New York and Mumbai. I’ve a very good team here but have also found some incredibly talented people abroad and so, with constantly developing technology and juggling a little with time differences, it works well! However, I never thought I would have to work so hard!

Precious: What's been the most exciting event to happen in your business life so far?

There have been 2 particularly significant events I’ve been very excited about. Firstly, supplying Harrods with Eid and Diwali cards last year and for the Eid cards to sell out! Secondly, I was recently featured in The Sunday Times newspaper.

Precious: How do you see your business progressing over the next five years?

My goal is to expand the business geographically and in particular broaden my client base in the US. We have started to design wedding stationery for US clients but that is an area that I plan to explore further. Similarly, my goal is to sell our Diwali and Eid greeting cards overseas.

Precious: How has family/friend support affected your business efforts?

My family and friends have been incredibly supportive and encouraged me all the way. I’ve worked really long hours and often not been able to spend enough time with them, but they have been continually encouraging and enthusiastic!

Precious: How do you achieve the work life balance?

That is a very difficult question and I’m struggling to find my work/life balance, to be honest. I do work at weekends….I do start work early in the morning….I do work until late…!

Precious: What's your advice to potential female entrepreneurs?

I would say determination, passion, perseverance and good old fashioned hard work. I do think it is important to really enjoy your work and believe in what you do wholeheartedly…otherwise you cannot spend so much time working, if you do not enjoy the work.!