The Designs of Sonam Desai: Turning Nostalgia into Wearable Stories
Sonam Desai is a multimedia artist and the founder of Snows Design, where she transforms everyday memories into wearable art. While she works full-time in investment banking, her creative energy flows into designs inspired by her childhood in India – think Frooti, Maggi, or even Jalebis – which she brings to life as nostalgic pieces. Carrying forward the artistic spirit of her mother, whose talent was set aside by the immigrant journey, Desai’s work blends culture, memory, and creativity in unique and meaningful ways.
For Sonam Desai, jewelry is more than an accessory – its memory, culture, and creativity tied together in miniature works of art. Through her brand, Snows Design, she has found a way to bring South Asian nostalgia to life, particularly through earrings that sparkle with both artistry and storytelling.
“My mom is an artist who never really got to fulfill her dream. I’ve obviously been an artist since I was born,” Desai shares. “All the South Asian artistry is just amazing. We have creators all around India like in Gujarat and Rajasthan and Kerala. So, I love seeing the different aspects of art and creatives all around India and I am always just so humbled by seeing how amazing our art and our culture is.”
From College Hustle to Profitable Passion
Snows Design started in 2013 while Desai was in college. At the time, it was simply a side hustle. “I started it just to have some petty cash to go out to dinners and to travel,” she recalls. “At that point I wasn’t doing anything cultural or traditional until just like a few years ago, when I was like our stuff is beautiful, I don’t understand why I’m not doing more of that especially because I am a creative and I work with different mediums.”
That turning point came when she moved back in with her mother. “It wasn’t until I was living with my mom again recently where she’s cooking and she’s doing art and I brought that into my role and then it’s been ongoing since then.”
Even the brand name has whimsical beginnings. “Snows design kind of just came up. There’s nothing cultural about it other than it was just a funny nickname given to me in college.”
Food, Memory, and the Spark of Nostalgia
What makes Snows Design stand out is its playful, memory-filled take on South Asian food. “I’ve been really learning about our religion and culture, taking pieces of tradition but making it my way,” Desai says. “I love food and that’s kind of how all the food designs happened. I always saw pizza earrings or hot dog earrings or sushi earrings but never saw Desi food jewelry and I wanted something that was nostalgic.”
Her inspiration often comes from childhood trips to India. “When I would see Frooti, I would think of a memory when I would go to India, going to the corner dukan with my grandmother and getting Frooti and Maggi and all of that so it’s really nice to tie those stories from my childhood.”
For Desai, every piece carries its own story. “It’s storytelling at the end of the day. I have my own story behind when I see Frooti and this is the original Frooti too. I wanted to make sure I got that real nostalgic feeling. When people see the designs they tell me ‘Oh my gosh! I remember having that with my cousins.’ So, it’s really cool hearing their stories.”
Creativity Meets Corporate
Balancing a creative business while working full-time in investment banking is no easy task, but for Desai it’s therapeutic. “I’m always using both of my brain. Honestly, I think my creative side working in the evenings and the weekends, kind of shuts my brain off from my full-time job. It’s my stress reliever. I come back from work and I just wanna dive into something where it’s mindful yet mindless.”
For her, authenticity is non-negotiable. “I try to be very genuine to who I am in person and online. So, when I make my designs, I’m wearing every single design and I will bring that into my investment world as well because I don’t want to show a different side of me. I am a creative at the end of the day and I’m bringing that into my business to really inspire people to be truly them.”
Her philosophy is simple: “We’re all in this black and white type corporate world, why not have a little fun with it.”
Designs Rooted in Memory
Over the years, Snows Design has expanded into more than 20 designs. “I have falooda, gulab jamun, jalebees – which is one of our first designs that we did. Then we have Parle G biscuits, Maggi, Samosa and Rooh Afza. Then there are the raindrop earrings which have a bit of everything – chai, jalebi, kaju katli, paan.”
Her creations aren’t limited to Gujarat, where her family is from. “They are more mainstream. Though my family is from Gujarat and I only really know Gujarati food, I try to work with people that are from other regions of India, to bring their childhood food that they grew up with, into jewelry or accessory form too.”
One of her newest hits is the Snows Mithai Dabba: “We just released it – it’s a small brass mithai dabba and in it we have our mithai earrings. So, we have our Gulab Jaman earrings, Jalebi earrings, Modak and the Motichoor Laddoos. People who don’t want to have sweets you can still celebrate Diwali with me today without having to eat the sugar.”
Rakhi at Taco Bell and Diwali at Disney
Desai’s playful artistry has caught the eye of major corporate brands. “We actually partnered with Taco Bell during Rakshabandhan and we created Sauce Packet Rakhis for Taco Bell. We now own the licensing for it. It’s really cool for this mainstream corporation to acknowledge a South Asian holiday. Then next month we’re working with Disney for Diwali. So, we’re going to be in Disney World doing a three-day event with them for Diwali.”
The event is more than just a sales opportunity – it’s a cultural celebration. “It’s a three-day event. The first day is like a mela bazaar event and we’re going to be there selling Snows Design. The second day is going to be the actual dance festival with South Asian dancers from all around the world coming to Disney World and performing. Zarna Garg, the comedian is coming and performing. On the third day, which is also in Disneyland and Magic Kingdom, there’s going to be a huge Diwali festival. So, it’s again a huge corporation that we were raised with, to acknowledge a holiday that’s so near and dear to us.”
A One-Woman Powerhouse
Every piece of jewelry is handmade by Desai herself. “I make everything. Right behind me that’s my laser. I illustrate everything, I draw it out, then I cut it out with my laser and then anything that needs to get painted I hand paint and assemble it. I’m a one-woman team from the beginning to the execution to the shipping and everything I do by myself.”
Even so, collaborations are expanding. “I’m also working with a lot of restaurants and chefs right now to get their food into accessory form as well. I’m hoping that I have more time to do more of those collaborations and then hire people to do the production part of it.”
Fulfilling Her Mother’s Dream
For Desai, the business is not only about her – it’s about honoring her family, especially her mother. “Honestly seeing my parents face, I’m fulfilling dreams I never knew existed and especially for my mom who is an artist and couldn’t really thrive moving to America, having kids going through the housewife thing, it’s just seeing my parents face.”
Staying True and Looking Ahead
Her mantra for success? Be yourself. “I think you need to be authentic. You need to learn how to network properly. I think if you stay in your lane, you will get the recognition, you will find the best people, to be in your circle. And don’t allow people to say – no you can’t. Just ignore that noise because I’ve been told that for 33 years of my life and look at where I am.”
Today, her collections remain affordable yet meaningful. “Everything is made with hypoallergenic post and is nickel free. I wanted to have traditional cultural aspect as well but better material because a lot of the Desi jewelry unfortunately are very heavy and bad for your ears.”
At the end of the day, Sonam Desai’s earrings are more than jewelry. They are wearable stories – each one holding a memory and of course a flavor of nostalgia.
PQ Suggestions:
“I love food and that’s kind of how all the food designs happened. I always saw pizza earrings or hot dog earrings or sushi earrings but never saw Desi food jewelry and I wanted something that was nostalgic.”
“My creative side working in the evenings and the weekends, kind of shuts my brain off from my full-time job. It’s my stress reliever.”
“I have falooda, gulab jamun, jalebees which is one of our first designs that we did. Then we have Parle G biscuits, Maggi, Samosa and Rooh Afza.”
“We’re going to be in Disney World doing a three-day event with them for Diwali.”
