I’m Yushika Jolly, the Co-Founder and Creative Director of Paradyes. Graduated with a bachelor’s degree in Fashion Design from NIFT, Gandhinagar, and a Master’s in Design Management & Cultures from UAL: London College of Communication, U.K.
Tell us about your childhood and where you grew up
I grew up In Ankleshwar, Gujarat. It’s an Industrial town. Did my schooling and Under Graduation in Gujarat itself. In 2017, when I moved to London, I found a large variety of readily available fashion hair colors at local drugstores. This led to a year and a half of hair color experiments, trying products from every possible brand available, and weighing the pros and cons. I had become the go-to person for hair coloring advice. After returning to India, I once again faced the lack of readily available DIY hair color options. I decided to turn years of experiments with my hair color into the foundation for the brand that Paradyes is today.
How did you get started as an entrepreneur?
Banking on my family business of color dyes, I decided to work with hair professionals and research experts to curate a range of gorgeous hair colors infused with herbal extracts, especially for Indian hair as I wanted fellow hair color enthusiasts in India to be able to find fun and vibrant hair coloring options readily available in the market.
What is one business lesson you would tell a startup founder?
Ideas are Cheap, Execution is Expensive. Don’t be afraid to express your ideas and reach out to the stars. It’ll take some time to see the results of your hard work but that’s exactly when you should believe the most in your idea.
