Shayonti Chatterji
Whether you’re currently a conscious consumer or are trying to become one, sustainable fashion will not go out of style.
Shayonti Chatterji, founder of Urban Medley, strives to showcase sustainable fashion pieces from India.
Read on to learn more about Shayonti, her business, and how she’s been handling her new “normal” due to the coronavirus outbreak.
Hustle Amsterdam (HA): Where are you from? And what brings you to Amsterdam?
Shayonti Chatterji (SC): I am originally from India, but I’ve been in Amsterdam since 2004. Work brought me to Amsterdam, and now it's home.
HA: Tell me about your business? What is your mission?
SC: Urban Medley is a curated platform showcasing creations of designers working only with sustainable fabrics and promoting sustainable methods of production.
Our mission is to introduce conscious consumers to the items produced by upcoming designers and artisans from India who are working relentlessly to revive traditional art forms and sustainable fashion. Fashion that transcends beyond India and proudly claims to be truly global.
Before Urban Medley I was the co-founder of a company holding exclusive distributor rights to the EU for a leading American skincare line.
HA: How are you handling our new “normal” due to the coronavirus outbreak? What impact has it had on your business? How has the transition to working remotely been for you? Are you being strict with a routine or taking it day-by-day?
SC: Structuring my days and time management comes easily to me, and routine is something I find extremely boring and a hurdle to creativity. But that aside, I have for many years been dividing my work days between office and remote, hence that has not impacted me much. The new “normal” has shown me how closely connected we are globally, and how easily we can adapt to a new (extremely difficult) way of life and make such a brilliant success of it. The resilience the world has shown is absolutely amazing.
HA: Why Urban Medley? What brought you to sustainability and fashion?
SC: Setting up Urban Medley for me was in some way giving back to my home country of India. Indian traditional arts, printing, and weaving have always amazed me. The beauty of our traditional weaving and printing is its ability to change with time, both in design and colours, thus remaining relevant without compromising on the traditional methods of production.
However, what is mostly available in the western world is not always the best there is. Hence, I wanted to curate for the conscious European consumer some of the most exquisite, handmade sustainable accessories. Each of which qualify as an heirloom piece.
HA: What is the current state of Urban Medley? Do you have six and 12-month goals for your business?
SC: We are just about 4 months old. We had started off with very ambitious goals especially wanting to participate in various offline events so that our prospects could touch and feel our products. Unfortunately most of them stand cancelled as of today. We have had to rethink our milestones. However we continued with our social media outreach so that we could stay relevant and keep attracting the eye balls. We are now looking for a breakeven situation within 12 months- yes though ambitious but we feel we can achieve given the very enthusiastic feedbacks we have been getting from prospects and industry leaders.
HA: What kind of obstacles do you face in your company? How do you handle them?
SC: Just like any other business, there are numerous obstacles or challenges. At the start up phase there are quite a few, and your success going forward depends on how well you can tackle these. Setting up a brand is not easy and my entire focus is now on strengthening the brand credibility
HA: What has been your most successful moment so far? And how do you celebrate your wins?
SC: I celebrate my wins by setting a goal! There have been quite a few wins in business.
Two of the most significant ones are:
In my first venture when we made our first 1 million in turnover.
In Urban Medley when I launched the project single-handedly from an idea to a full-fledged business.
HA: How have you accomplished what you have? Did you go to business school? Did you wing it? Fake it ‘til you make it? Get really lucky?
SC: I went to business school, but that alone is not enough to run a business. Business school may give you some necessary tools which can help in running a business, but to be successful in business you need a vision and the ability to see a bigger picture; that is something that your business school syllabus does not cover!
HA: Did you fundraise for your business?
SC: No, I funded it myself.
HA: How big is your team?
SC: We have a small core team of 3 and a few freelancers.
HA: Do you have a favorite motivational quote?
SC: ‘’Do not wait to value the moment only after it becomes a memory. Enjoy it now.”
HA: What 3 tips would you give to aspiring entrepreneurs? What do you wish you had known before you started?
SC: It’s good to dream, but be realistic.
Work toward building a team.
Always try to see the bigger picture.
HA: How would you describe your working style?
SC: I am a team player. As a manager, I do not believe in micromanaging, but delegating with full accountability.
HA: When you’re not working on Urban Medley — where can we find you?
A: Enjoying a good whiskey somewhere!
HA: How do you find work-life balance while being an entrepreneur?
SC: It’s not always easy, but I try to demarcate work time and family time, and follow a schedule of sorts to the best of my ability. However, family time is sacred, and I have tried no matter what the business demands not to compromise on those special moments with the family.
HA: What is your passion?
SC: To create something new.
HA: What inspires you most about Amsterdam? Do you have any favorite spots to work or hangout?
SC: It’s a quaint city with so much character. What inspires me most is how you are so free to express yourself. What I love most when I have the time is walking around and getting lost in the tiny lanes of the city center.
HA: Anything else you’d like to add?
SC: There is a lot of greenwashing going around with most upcoming businesses claiming to be sustainable as if it's a sure shot formula to success. I hope consumers keep asking the right questions and hold brands accountable by asking, “Who made my clothes and how?” Also, sustainable products may seem more expensive than fast fashion items consumers need to keep in mind if they change their buying habits. It will not only impact the ONE PLANET we have but also make sustainable fashion more affordable. The social impacts will be huge.
Connect with Shayonti on LinkedIn here, follow Urban Medley on Instagram @urbanmedley.collection, and give Urban Medley a “like” on Facebook.
