Can you share a bit about your business and what you do?

Our small team consists of two sisters, with a 10 year age gap! Aman is an attorney and is temporarily in NY, and Sonam is a recent environmental science graduate in CA! We love Indian costume jewelry and have a very particular eye for what we like, so we started our passion project, Queend! 

We curate collections, and we put time into creating themes and choose designs that we think are unique and interesting! 🥰 We want to highlight the diversity already within the Indian and South Asian diaspora. For such a diverse place, too often, the standard of beauty is far too narrow. We want to change that. We just happened to be using the platform of a jewelry brand. 💚

When and why did you decide to start your new business? 

We started the brand about two years ago. We saw all sorts of Indian jewelry brands on IG, offering the same stuff over and over, and thought we could do better. We looked into sourcing a wider variety of pieces, and once we found some good places to do so, we were hooked!

What do you love most about running your own business?

The community! We are getting to meet and connect with so many amazing individuals, which has been the most rewarding. To have so many people believe in us and support us, it’s awesome! As well as, of course, curating the collections full of jewelry that we absolutely adore. 🙂

What are your overall goals for your business?

We hope to really create a brand that truly showcases the diversity and how beautiful everyone looks when they adorn themselves and how they should always feel bold and confident! One of our favorite things to do is showcase the wide-ranging Desi diaspora, and we hope we can truly show it off in the upcoming years. 

For funsies, what’s your favorite product you’ve created so far? 

Oh wow, to be honest, the whole Instagram page for me personally (Sonam) is my favorite part of the brand! I have put a lot of time and effort into being creative with product shots, and that whole collection of images has become my pride and joy.

If someone may want to reach out for a collab or another service, what else can you provide? 

We can provide small gifts for bridal events or any other type of event!