Ojas started her entrepreneurial journey with a dance studio across the street from her former apartment in New York. A classically-trained dancer, Ojas was hoping to find a studio that would offer Bollywood and other dance styles -- not finding it, she decided to launch her own. Always in search of a "wow" factor and wanting to stay connected to her Indian heritage, she decorated the studio with items from her homeland -- and soon students were not only asking for more classes, but also whether they could purchase the lovely scarves and other textiles displayed around the studio.
After holding some trunk shows in her next apartment -- as a mother of two and this time in China, where her husband was relocated for three years -- Ojas returned to the United States committed to launching a business that would connect craftspeople across India with customers in the U.S. who appreciate fine items but might have a smaller budget. And so Tribalfare was officially born. Each of the items that Ojas offers on her website and in her current spot at Eastern Market (weekends through October) is hand-crafted by an artisan in various regions of India. Ojas never seeks to influence the craft process by requesting modern/trendy items, and always ensures that the artisans she sources from are paid a fair wage for their crafts. This means that most of her items are one-of-a-kind. Her connections and business savvy ensure that her prices are lower than you might expect for the quality you receive.
This craft process is of central importance to Ojas. "There's so much work that goes into [the items] that people respect the craft process," she said of why her customers come back time and again. "Sharing the culture is an important part of this for me, along with ensuring fair payment to the artists." Her passion is almost palpable as she tells the story of the growth and development of the business. This growth is not without its considerations -- each decision point brings up the possibility of conflicts between her mom role and her business owner role. A person who loves the one-to-one contact of retail store sales versus the anonymity of online sales, Ojas balanced the need to see customers interact with the product and the needs of her family by starting with one Eastern Market booth per week for a limited season.
Super-versatile scarves from Tribalfare include items like this one. It was hand-knotted by an artisan (each dot in the design is where a small knot or pinch was created) and then hand-dyed in blue. The pinched parts were undone after the dying process, leaving white designs. This is after the scarf was assembled from silk. I cannot tell you how many compliments it has received!"As moms, I think we forget that it feels good to hear your child say 'I'm proud of you, Mom," she tells me. "Women can succeed in their passion if they have the right support." She credits her husband as her number one support and encouragement with the progress she has been able to make so far.
Her advice to other mompreneurs? "You have to take that step and just do it. Take the plunge and enjoy the ride."
See more about Tribalfare online and on Facebook!
