Attire Accessories - Nov/Dec 2019 (Issue 79)

PROFILE 67 Moving into the jewellery-making business farom the software world wasn’t easy for Dream Choice founder Swapna Pinnamaneni, but it’s clear it was a leap worth taking… A DREAM Tell me a bit about how the label was started. What was the inspiration, etc? While working as a software manager, I studied gemology at the Gemological Institute of America and started creating a few jewellery pieces, keeping my daughter in mind. Friends saw my pieces and were impressed with the quality and craftsmanship and, as a result, asked for help with their jewellery items – which is how Dream Choice started. Since the company’s inception, I’ve just followed the flow, so to speak. Four years ago, I didn’t know I would be doing what I am now! What challenges did you face, and how were they overcome when starting the business? Coming from a software world – where agility, logic and swiftness are the essential qualities – and merging into creating fine jewellery pieces – where thoughtfulness, emotions and expressions are the key characteristics – was a roller coaster ride. Well, it still is! What is it that sets you apart from your competitors? I read the quote, “I am not interested in competing with anyone. I hope we all make it,” and it resonates with me so much. We all have our own creative traits – our experiences and perceptions help us to see things differently than the next person. Perseverance, grit, connection and sensitivity are all factors that matter in our field. How important is the location and history of the company to its success? I think that location of a company matters. Cartier, for example, situated his first flagship store on the same road where royalty would attend the theatre, and, they say that location contributed to the growth of the company. Being located in Los Angeles, where most movie industry red carpet events are held, hopefully helps with Dream Choice brand growth. In this day and age, with the millennials especially, customers are looking for something fresh, something that is more about the connectivity of the trinket they are wearing with their feelings and emotions, rather than showing off. People are looking for fresh ideas and creativity rather than the history of the artist. That’s my experience, and that’s how I have grown my clientele internationally. How has the product offering changed since you started, and how would you describe your current collection? At the beginning, I used to make mostly custom orders, making my clients’ visions come true. I slowly started making and releasing collections. As I’ve studied my clientele and their tastes and connections, I’ve designed my jewellery pieces accordingly. Some designs are born from an “a-ha” moment at 3am and others are inspired during a great conversation – these become my unique art pieces. How often do you launch new lines? We launch every year in spring, and I’ve launched new collections for the past four years. I have no idea what I will do for my new collection; I am just going with the flow! What trade shows do you attend and why? I exhibited at International Jewellery London in 2017, as well as the American Gem Trade Association show in Tucson in February in 2019. come true