Today we’d like to introduce you to Elisa Mishory.
Elisa, please share your story with us. How did you get to where you are today?
I was born and raised in Southern California, and went to college and graduate school in Northern California. Prior to starting my business in 1991 I was a TEFL teacher, teaching English as a second language at UCSC, and then in Japan. Once I left Japan I was inspired to travel in South East Asia. I wasn’t sure how long I would stay there… perhaps indefinitely. I made it a point to study something of local value in each of the countries I visited, such as dance in Bali, Thai massage in Thailand (where I was the only Western student), and Buddhism and meditation in India.
In those days traveling alone was pretty thrilling. If you traveled with a deck of cards and had an interest in people, it was easy to make friends from all over the world along the way. I think it’s much more difficult to travel solo today because people are so attached to their smart phones and tablets that it’s much more difficult to strike up a conversation with strangers. I’m so grateful that I had a chance to travel extensively before we were all so overly connected by virtual media.
My lifelong attraction to the arts and beauty were deeply satiated during those travels: From the awe-inspiring Buddhist Temple in Borobudur, Java, to the natural beauty of the beaches in Malaysia and the stunning handwoven textiles of India, I hungrily drank it all in. As I traveled I met many Westerners doing business, exporting beautiful crafts to their own countries to sell. I honestly had no intention of starting a business myself, but was nonetheless enticed to buy some beautiful carvings, textiles and jewelry for friends back in California. Eventually when I returned home a couple of years later, I had much more of a collection of “stuff” than I could possibly sell or give away to friends, so I started selling at Flea Markets and college Student Unions across the U.S., traveling from town to town in my 1973 Volkswagon bus. Eventually I learned a little bit about wholesale and starting selling directly to boutiques, which gave me the opportunity to return to SE Asia at least once a year. By that time I had actually joined a spiritual community. I had always had a spiritual hunger and pursuing a life of meaning and authenticity was of paramount importance to me. My community returned to India each winter for extended retreat, so my chosen “career” and spiritual life dove-tailed nicely. (It’s a whole other story, but it was the community that brought me to the Berkshires. I left after 18 years, but many friends still live in the area and I consider them my tribe.)
Nearly 30 years later, I’m working with many of the same silversmiths and families I first met in 1990. Though I don’t consider myself to be a jewelry designer, I’m an excellent collaborator. I work with several Indian and European designers, modifying and elaborating their designs to best suit the American aesthetic – always reaching for simplicity and subtlety as a way to enhance the natural beauty of the semi-precious stones that are the centerpiece of Saraswati jewelry. We supply boutiques, yoga centers, museum shops, and jewelry stores throughout the US, as well as Sundance Catalog.
Just this summer, with the help of three fashion interns, we launched the retail eCommerce division of Saraswati Imports:www.saraswatishop.com. It’s both thrilling and daunting to have the opportunity to introduce the brand to a whole new generation.
Great, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think that life is ever really “a smooth road”. As they say, “what a long, strange trip it’s been”, but honestly, I’m grateful for all of it. As far as business goes, 2008 and the years following were very challenging. The price of silver sky rocketed at the same moment that our economy spiraled out of control, and many silver jewelry companies actually tanked in 2009-2011. I pivoted from sterling jewelry to fashion jewelry to get us through those years, and had to trim the company considerably, but we did survive.
About 5 years ago I decided that I wanted to sell the company to create a particular curriculum for high school and college women. I was ready for a major change – again, purpose driven. Though there were a number of interested buyers, nothing ever landed as a perfect fit and along the way I somehow got re-energized to continue nurturing and growing Saraswati. Working with interns this past summer turned out to be another avenue to mentor young women, and I plan to continue working with young people as a business mentor. And building the brand now on venues like Instagram is teaching me a lot about youth culture.
Alright – so let’s talk business. Tell us about Saraswati Imports and Saraswati Shop – what should we know?
So first of all, a little about the name, Saraswati. Saraswati is a Hindu Goddess, the daughter of Lord Shiva and the Goddess Durga. In my first extended trip to SE Asia in 1990-91, I witnessed a number of festivals celebrating the beautiful goddess, Saraswati. It seemed that everywhere I went, there was Saraswati. So I was curious to learn more about her, and when I realized that she is the Goddess of the Arts, as well as of Wisdom and Education, I was smitten. She embodies the values that I personally hold most dear. And she sits on a white swan, a symbol of enlightened consciousness… clearly, another interest of mine.
Saraswati jewelry is about beauty – and the belief that “Beauty Uplifts”, opening the heart and eliciting joy in myriad ways. For us, the cornerstone of that beauty in our jewelry is the semi-precious stones, especially rainbow moonstone and labradorite: two stones I literally never tire of looking at because of their gorgeous and unique luminescence. Each piece is filled with color and distinct pattern. It’s amazing what nature has created. And honestly, for me the greatest beauty of the jewelry has always been the way it opens a doorway to human connection. Working with the amazing people who run small boutiques around the country, as well as the silversmiths and designers I work with in India and Nepal, is what this work is all about for me. Coming together to celebrate beauty… and discovering that the greatest beauty of all is the heart… that’s really it. It may sound too “crunchy” for some… but isn’t it true? And it’s one of the things that I love most about India – the fact that beauty appears in unexpected places. I’ve been returning there for 30 years, and I still learn something unexpected each and every time I’m there.
I’m also proud of the fact that we make every effort to work ethically and sustainably. I personally check the working conditions of my manufacturers in India to ensure that all workers are paid well and enjoy better than average benefits. And we share our profits with a wide range of not-for-profit organizations, including several that ensure the health and safety of women and girls. One of my favorite organizations is Tree Sisters, a wonderful organization that works with women and girls globally to plant trees. Our upcoming Tree of Life Collection will donate a good chunk of profits to Tree Sisters.
Is there a characteristic or quality that you feel is essential to success?
To be perfectly honest, I historically did not focus a lot on trends. I always trusted my intuition to guide me, and apparently my intuition was a pretty good guide. Since entering the universe of eCommerce and spending loads of time on Instagram, my awareness of trends is now heightened, and I’m enjoying where this is all going.
Pricing:
- I would like to offer an introductory discount to your readers. Voyage15 for a 15% discount at saraswatishop.com
- Follow us on Insta at @saraswatishop_online
- Sign up for our newsletter at saraswatishop.com for further discounts and offers.
Contact Info:
- Website: www.saraswatishop.com
- Email: sales@saraswatishop.com
- Instagram: @saraswatishop_online
- Facebook: www.facebook.com/saraswatishoponline
- Other: For retailers (password protected) www.saraswati-imports.com
Image Credit:
Elisa Mishory, Abigail Fenton
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