The Inside Story: Celebrating Pipa Bella
The Founder-CEO of Pipa Bella, Ms. Shuchi Pandya speaks of realising her entrepreneurial dream!
About the customer: Pipa Bella is one of the fastest-growing E-Commerce players specialising in trendy jewellery. The company started its operations in 2012, and has since grown manifold. With over 1000+ styles, they are coveted by fashion bloggers and celebrities alike. Pipa Bella along with OnlineSales.ai aims to offer India’s modern women an easy online jewellery shopping experience, with a range that is quality-assured and affordable.
Q: The first sale! How did you feel?
Shuchi: The first sale for us was from a woman based in Worli, Mumbai. It was the night before Diwali in October 2014 and we had just launched the website a couple of hours before. We were playing teen patti with some friends and when the order came in, I saw it on my phone and was so excited – I remember feeling that no matter how much money I’d lose in the game, I had still won that day. At the time we didn’t have an office space as we were only a team of 3 people, so we were working out of my house. I came home and spent the rest of the evening packing 3 orders myself so I could dispatch it the next day.
Q: A typical day at Pipa Bella?
Shuchi: I spend my morning from 8:00 – 8:30 AM replying to emails or finishing up calls with board members/investors. I’m in the office by 9:30 AM. I typically have meetings back to back from 12 – 7 PM so the first half of the mornings are dedicated to finishing up my tasks for the day. This could typically include anything from finishing up a few presentations, going through spreadsheets, and some of the data-analytics platforms we use. I keep the evenings from 7-8 to sit with my warehouse team to go through the order flows of the day and the targets for the next day. I leave the office around 8 PM.
We were playing teen patti with some friends and when the order came in, I saw it on my phone and was so excited – I remember feeling that no matter how much money I’d lose in the game, I had still won that day. At the time we didn’t have an office space as we were only a team of 3 people, so we were working out of my house. I came home and spent the rest of the evening packing 3 orders myself so I could dispatch it the next day.
Q: What do you look forward to the most each day?
Shuchi: The highlight of my day are my mornings from 9:30 – 10 AM. The rest of the staff usually comes in at 10, so these 30 mins give me time to work on a few projects without any distraction.
Q: How do you face such a dynamic, competitive industry?
Shuchi: Pipa Bella’s USP lies in its design and supply chain. We introduce 100+ new styles every single week and this brings our customers coming back regularly. We are continuously using data to introduce better product and to do this faster for our customers.
Q: The site showcases wonderful customer testimonials. Which stories inspire you to go even higher?
Shuchi: One of our customers proposed to his girlfriend with our personalized pendant. That was a really sweet moment for us! Another customer from Luxembourg messaged us and told us that she loved our jewellery and wanted to purchase from us. It is a great feeling to learn that Pipa Bella had reached so many different corners of the world and that too all through word-of-mouth!
One of our customers proposed to his girlfriend with our personalized pendant. That was a really sweet moment for us!
Q: Tell us about the ambience and activities at Pipa Bella.
Shuchi: We aim to create a fun, collegial, and open/trustworthy environment at Pipa Bella. We maintain certain best practices to achieve this. All our employees have to present on a topic of their choosing every month to the rest of the team. We also have breakfast in the office every Mondays, Wednesdays and Fridays. In addition, we do Motivational Fridays, wherein a particular employee has to share a motivational video – one Friday every month – with the rest of the team, and the team gets together to discuss the video.
Q: Are there any community-based tie-ups that the team stands by?
Shuchi: We regularly collaborate with NGO’s to engage in community service. We recently collaborated with Connect For, which hosted a special olympics for special needs children on Valentine’s Day. Our team volunteered by distributing home-baked brownies at the event. We also tied up with the Helping Hands Foundation in April, wherein we sold over Rs. 30,000 worth of merchandise which was donated to the Helping Hands Charity.
Q: Are there any other element of pride that you’d want to highlight?
Shuchi: We collaborate with celebrity stylists as well as social media influencers on a regular basis to launch new categories or products. This helps in creating viral content because of the broad reach of these influencers and in turn, helps Pipa Bella reach out to a completely new and unique target audience.
Q: What makes Pipa Bella truly special?
Shuchi: Our entire focus at Pipa Bella is towards learning and personal growth. We believe that personal growth supercedes career growth and you can’t have one without the other. This is why we have introduced a five-point plan that entails the following: Achievement, Responsibility, Recognition, Feedback, and Learning. All our activities in the company are dedicated to achieving this five-point plan and we feel that this is what makes Pipa Bella truly special.
We believe that personal growth supercedes career growth and you can’t have one without the other.
Q: Tell us about your strategy to fuel performance growth for Pipa Bella.
Shuchi: Digital marketing with OnlineSales.ai has helped us broaden our target audience through specific interest-based campaigns. Using Shopping campaigns has enabled us to target more trends-based keywords as opposed to the generic jewellery keywords. For example, if someone looks for ‘charm bracelets’ as opposed to just bracelets, our ad shows up and this is more relevant for us.
Team OnlineSales.ai stands by Pipa Bella in reaching the heights it aims at and imparting diligent performance marketing to see it through. We are encouraged by watching our clients deriving true value out of our platform – OnlineSales.ai and efforts and The Inside Story celebrates just that. You can request a demo of our platform here!