Startup Ashita brings NYC flair to jewelry line

Ashita Dhadda started fine jewelry company Ashita last year and hired 14 interns to help her expand.

When Ashita Dhadda was in eighth grade, she designed her first piece of jewelry, a decorative arm cuff. Her parents, who owned a jewelry business, helped her manufacture the cuff in India, and she quickly sold most of them to her Fort Lee, New Jersey, neighbors. 

“I wanted to get started on something, mainly for young girls to wear to festivals or dinners,” said Dhadda, BS 23. “I sold 80 of them in the building just for fun and gave the profit to charity.” 

Dhadda’s early success planted an entrepreneurial seed. Last year, the Haas junior launched online fine jewelry startup Ashita, an e-commerce business that offers  unique, high-quality, 14 karat gold jewelry that she designs.

Pops of color

Pops of color are Ashita’s staple—gold necklaces flecked with turquoise and orange stones; drop earrings with baby pink stones, and aqua enamel bands studded with a tiny diamond. Dhadda manufactures all of her jewelry in New York City, where she works on Fifth Avenue in the summer. She names her pieces of jewelry after New York locations like Brooklyn and the Hamptons.

“A lot of the inspiration comes from what’s around me,” said Dhadda, a double major in business and data science. “Everything around us is super colorful in New York—with SoHo and all of the shopping.”

Pops of color are a staple of Ashita’s jewelry.

Last summer, Dhadda decided to expand, and assembled a group of 14 interns from East and West Coast colleges to help her with business development and marketing Her crew includes Paloma Aguilar, BS 21 (Media Studies, Political Economy), who models the jewelry and serves as an Ashita Instagram influencer. With the interns’ help, Ashita has hit some milestones, including passing the 300 customer order mark and reaching $50,000 in revenue.

More good news arrived when Ashita was approved to sell one of its trademark Manhattan rings on Amazon’s website. Dhadda just ordered 500 bands to fulfill orders. 

Launching a new line 

Juggling a growing business with her heavy course load is tricky, Dhadda said.  She logs many work hours between study sessions, answering customer emails, doing outreach with influencers and brand ambassadors, and crunching the data required to figure out what’s selling on her site and how her customers are finding her.

Paloma Aguilar, BS 21, (Media Studies and Political Economy), models Ashita jewelry as an Instagram influencer for the startup.

This fall, her interns, who assist with everything from Midtown photo shoots to visits to small Soho boutiques, will help Dhadda plan the launch of the spring line. The line includes 40 new pieces of jewelry she designed. 

Analyzing sales data is helping Dhadda to figure out her company’s niche. “I’ve realized that most of what we sell is in the $200 to $300 price point so we are focusing on that,” she said. 

This semester, she said she’s planning to join a Data Science Club at Haas. She’s also a member of Berkeley Women in Business, which connected her to her mentor Tanvi Lal, MBA 20. 

Lal introduced her to other MBA students who have advised her on everything from accounting to marketing her startup.

“I talked to her every week last semester and that was very helpful,” Dhadda said. “She’s had a huge influence on shaping my business.”

Dhadda added that she tries to take on projects in her courses that will help her improve different aspects of her business. She also continues to network.

“Now that I’m taking Haas classes I am looking to grow and network with students and alumni,” she said. “Learning from other people’s stories and experiences has had a huge impact.”