How one founder empowers artisans through jewelry
Poonam Thimmaiah’s love for beauty and craft started early, and was nurtured by a rich tapestry of culture. “I was born and brought up in India, and every three years, my dad would get transferred, so we went from one city to another,” she says. “I had this unique opportunity to experience different states, different cultures, and learn about handicrafts and art forms that come from each state in India.”
This upbringing instilled in her a profound appreciation for Indian craftsmanship, which now breathes life into her jewelry designs as the founder of Maalicious Jewelry.
But the journey wasn’t always easy. Her foray into design only came after suffering a personal tragedy and a quest for healing. “I was working for JPMorgan Chase, and I was 37 weeks pregnant. One day, I couldn’t feel the movement, and sadly, we got to know that there was no heartbeat,” she recounts. “It was definitely one of the toughest, most heartbreaking moments of my life. But I took that heartbreak and I turned it into art”
During her maternity leave, Poonam channeled her grief into creativity. “I was on maternity leave, but without a baby, we tried to travel a little bit to keep my mind occupied. I ordered a bunch of things on Etsy, like beads, and I wanted to create,” she says. “Three months later, I had a small collection that my friends loved.”
Though she returned to her tech job and became pregnant again, the seed for Maalicious had been planted. Her research and connection with artisans began in earnest in April 2018, marking the inception of her brand.
Poonam’s foray into the jewelry business was driven by passion rather than formal training. “I don’t come from a jewelry background. I didn’t study jewelry. It was born out of passion,” she explains. She collaborates closely with artisans, particularly in Jaipur, to bring her visions to life, drawing designs and sending them to be crafted. This process not only empowers her but also allows her to represent her cultural heritage through her pieces. “I’m much happier and passionate about what I do now. I love that I’m representing and showing my culture to the world.”
Her designs are a blend of tradition and modernity, aimed at preserving age-old techniques while catering to contemporary women. “We have these communities in India that have done these art forms for generations. I wanted this old charm way of making things slowly, by hand, where no two pieces look alike,” she says. “That’s the beauty of it—the imperfection tells the story of the art and the artisan.”
The brand was showcased at New York Fashion Week in September 2020, just a month after Poonam delivered her second son. “To be validated as an artist and to have my pieces showcased on such a platform, and to represent my cultural heritage, was a big deal for me,” she says. “It validated our quality and craftsmanship.”
Despite the challenges of navigating the fashion world as an immigrant and a person of color, Poonam remains steadfast. “Every day is a challenge, especially because I come from a tech background,” she says. “But I want to be a global brand known for Indian workmanship. I’m ready to wait for the glory of it.”
