Think getting ahead in business is all about the hustle and a race to the top? Think again. For ethical jewellery business owner Anu Sawhney, founder of Bidiliia, the key to business success has been building a business with kindness at its core.
Good intentions
Anu founded Bidliia when she was recovering from major joint surgery. With years of experience working as a designer for global fashion brands, she had the idea to create a jewellery business with good intentions.
“Jewellery for me was also a source of great happiness, but I could see a need for ethically-sourced jewellery that was still beautiful, long-lasting and affordable,” she says.
Right from the beginning, Anu was committed to incorporating kindness into every aspect of her business – having seen firsthand the importance of fair supply chains and sustainable practices.
“Kindness plays a part in all the micro elements of my business – from the amazing relationship I have with my artisan makers, to the micro details of the packaging.”
Real relationships
Bidiliia’s jewellery is designed in Australia, and ethically made on the beautiful Spanish island of Menorca. For Anu, building a relationship that is respectful and fair with her artisan makers starts with setting expectations.
“I wholeheartedly believe that happy people make happy things. I want my makers to feel comfortable with delivering on our pieces, so we have really clear communication around our work availability. They’re a family business and I have a young family too, so we start every calendar year by blocking out potential days off and special holidays.”
Prompt and fair payment is also part of the kindness integrated into Anu’s business.
“I respect the prices my artisans quote and pay them fairly. I also make a point of paying within 48 hours of receiving their invoices, and I always add a lovely note of gratitude when I pay – it costs me nothing, and I hope it makes them feel appreciated.”
Treat me right
It sounds simple, but treating people the way you’d like to be treated goes a long way in building a sustainable business.
“Whether it’s customers or suppliers, I always try to put myself in their shoes and think about how I’d like to be treated. People want to feel valued and important – and they are! A kinder approach always pays you back 20-fold in your hour of need,” says Anu.
Fair pricing is also important at Bidiliia.
“As a society, we’ve been conditioned to pay exorbitant prices for high-quality fashion, but everyone deserves to look and feel their best, so we’ve made exceptional quality affordable. Everyone can enjoy the feel-good vibes of our pieces, and they’re designed to bring joy for many years to come.”
Materials matter
Affordable jewellery pieces don’t have to cost the planet. At Bidiliia, materials are sourced locally in Menorca, and include a mix of recycled materials and eco-friendly Swarovski crystals.
Responsibly sourced, sustainable packaging is also important. Every element of the packaging used by Bidiliia is either recyclable, reusable or biodegradable.
“Running an online product-based business means the packaging is an essential element, and it pays to be thoughtful about the packaging you use, and the presentation you choose. I try to put in small and thoughtful touches to each package, so that the customer feels the good vibes when they receive their jewellery,” says Anu.
Nice girls don’t finish last
Building a business with kindness is all about playing the long game. Building long-term relationships with suppliers and customers, so that you earn trust and build loyalty in a really organic way.
“Kindness is often seen as a weakness or as being soft in business, but this doesn’t have to be true,” says Anu. “I’ve intentionally built my business with kindness, but that doesn’t mean I’m a pushover or someone who doesn’t know what I want.”
Any business comes with its unexpected challenges, so Anu also recommends learning to deal with unexpected curveballs: “Don’t run for the hills when things go wrong. Face what lies ahead of you, resolve the issue, and learn to deliver better in both directions.”
