Meghalaya sisters build a brand in Guwahati

Guwahati: “Minimal Essence” is the brainchild of sisters Azekah and Chuesa Marak from Meghalaya who believe in crafting their products using environment-friendly raw materials with art and precision.

Over the past few years, their brand specializing in clay jewellery, handmade bags, scented candles, and plushies has grown by leaps and bounds. Initially selling online through their page on Instagram, they eventually opened an exclusive store at the Central Mall in the heart of Guwahati earlier this year.

The sisters may be comfortable now, but their journey has not been without challenges. Minimal Essence took shape when the duo was studying at the Royal Global University in Guwahati and curbs were imposed due to the Covid-19 pandemic. Stuck indoors, they spent only Rs 1,200 to procure the first batch of materials for their brand.

"Looking back at the inception of Minimal Essence, I think we started it because we wanted to express ourselves artistically," Azekah, 27, the older of the two siblings, told Business North East. "We were enamoured with the process of crafting with hand and were particular about creativity as no one can steal your art." Chuesa, 25, says they started the brand as she was passionate about art and they "simply loved what we were doing."

Initially, they saw no profits."However, we continued to persevere and started attending exhibitions to promote our wares," said Azekah.

Though not lucrative in the beginning, these exhibitions proved to be a turning point for the fledgling enterprise as they helped the sisters gain "more exposure" and be a part of the "entrepreneurship ecosystem", they said.

The sisters' emphasis on using environment–friendly raw materials emerged as another USP for the brand. "For candles, we use pure soy wax and beeswax and essential oils instead of just normal fragrances. For our packages, we use recyclable materials. For jewellery, Minimal Essence uses anti-tarnish jewelry components which last longer," says Chuesa.

Azekah is optimistic that the brand will be able to survive due to its specialization in clay jewelry "which hardly anyone else is doing." Chuesa informs that the brand has grand plans for expansion, including incorporating traditional designs in its products.

"We want to craft our jewellery in traditional designs. We are also launching bamboo products and beeswax candles soon," says Azekah. "Beeswax is locally produced in Garo Hills and bamboo is also indigenously produced in Meghalaya. We also have plans to make handmade bouquets and furniture, which will help us gain a diverse audience."

Azekah has a simple advice for young entrepreneurs: "Keep going."

"Refine your talents and gifts. Work on your strengths. You might just end up making a living out of it," adds Chuesa.

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