Business and Beyond's Feature Friday ft. Jaya Iyer

From Academia to Apparel Disruption | The Power of Mastery in Business
Jaya Iyer’s journey is a true masterclass in strategic evolution.

With a PhD in fashion merchandising from Iowa State University, she didn’t just study the industry — she dissected it. From teaching fashion buying at the university level to authoring a widely used textbook on fashion in emerging markets, her foundation was built on deep expertise.
But she didn’t stop there.

Jaya immersed herself in the operational side of the business—working in apparel manufacturing and exporting, and later serving as a buyer for ThinkGeek. That level of proximity gave her something most never achieve: a full understanding of the value chain.

And that’s where the real business lesson begins.
Mastery builds authority.
Authority builds influence.

When you understand how an industry truly works—from research to execution—you position yourself not just to participate, but to disrupt.
Instead of staying in the comfort of academia or corporate retail, Jaya, founder of Sahaand, made a bold decision: to challenge what wasn’t working and re-engineer the system from the inside out.

This conversation dives into leadership, conviction, and the courage it takes to pivot from observer to architect.

If you're building a business, navigating a transition, or aiming to lead with clarity—this is a conversation you don’t want to miss.

Transcript

SPEAKER_01 0:07

Hello everyone, and welcome to another episode of Business and Beyond's Feature Friday. I am excited about my guest today. Her name is Jaya Ayer, and she is originally from India. However, she was inspired to live in the American dream. She moved to the US from India carrying nothing but a backpack of her belongings and a mountain of ambition. I can't wait to tell you what she's done with that mountain of ambition. She has worked hard to obtain a PhD in fashion merchandising from Iowa State University. She has taught fashion buying and wrote a textbook on fashion in emerging markets, which is widely used in universities. She also worked in apparel manufacturing and exporting and is the former apparel buyer for the cult favorite store Think. Thanks to inspiration from her daughter, Jaya founded Svaha and became determined to change the landscape of apparel. Jaya is the proud mother of two young children and enjoys nurturing her children's interests through fashion, adventures, science, and social responsibility. She is a world traveler and definitely an artist. Welcome, Jaya. Thank you. Thank you so much for having me. Oh, I'm excited that you're here. Can you tell us a little bit about your business and why you got into it?

SPEAKER_00 1:45

Right. So my business is uh it's an e-commerce store where we make clothing uh that are based on STEAM theme, which is science, technology, engineering, art, and math. Uh, I started this almost 11 years ago in June this year, it's going to be 11 years. Uh, and my daughter was about two and a half, uh, which is when I was taking a break from working to be a stay-at-home mom for some time. And a few months into that, my daughter decided that she wants to grow up to be an astronaut, and she wanted to wear only space-themed clothing. She didn't want anything else. So I said, Yeah, that should not be difficult. So I go looking for these space-themed clothing for her, and I just couldn't find any. I ended up buying an astronaut t-shirt for her from the boys' department. She didn't care much, but I just felt like as a mother, I was sending a wrong signal to her that she, if she wants to be an astronaut, it's not for her, it's only for boys. Uh, and that was not okay with me. And luckily for her, I had a background in the right field. I knew how manufacturing works, I knew how the business of fashion works. And so I decided that okay, I should, you know, be able to uh do something about it. And but I wasn't sure at that time whether I was the only one feeling that, or there were more mothers feeling the same way. So I decided the best way to do this was a Kickstarter campaign. Uh, luckily for me, some of my colleagues from Thing Geek had just launched a Kickstarter campaign, so I knew how to go about it. Uh, and so I did that, and it was a success. So I knew that my idea was not just something in my head. There were other people who uh wanted it too. And that's how I launched the company. And we have come really far since then. Started off with just kids' t-shirts, and now we have clothes for the entire family.

SPEAKER_01 3:38

Oh, I love that inspiration from your daughter. Um, that is absolutely amazing. And I think it's great that you were empowering your daughter to be whatever she wanted to be. Right. And this is what we're here. This is what we're all about is empowering people to be aligned with who they are and not worry so much about what society says or what culture says. As long as you're being a good person, you're not hurting anybody else, right? Um, so I love that taking that gender inequality out of the equation and making it more accessible to girls and women.

SPEAKER_00 4:29

Um the best, the best part, sorry, I just had to add this one more thing, is my daughter is 14 now. Uh, she had decided, uh, maybe being an astronaut was not for me, is not for me. Like, you know, all the kids go through these phases, right? But last week she went to the space camp at Huntsville, Alabama. It was an all-girls space camp. And she just fell in love with it all over again. She's like, I can see myself, maybe not being an astronaut, but someone who designs the space shuttle or designs the uh, you know, the spacesuit that uh astronauts have to wear, and she has gotten excited about it all over again. So it's like I felt like uh such a full circle moment, you know, at that time.

SPEAKER_01 5:17

That is amazing, and that is so wonderful because it's just further confirmation, right? That what you're doing is needed, it's making an impact, even if it's impacting your daughter. And you know, that alone is more than enough for me, you know. Um, and I've looked at your website and I've seen your clothes, and they are absolutely gorgeous. I love the eclectic, the the colors, the different themes that you have. Um, so that is phenomenal. And now, more than ever, is where we need this because we have to empower little girls to understand that they can be whatever they want to be, right? Boys need to understand that they can be whatever they want to be as well, and there's no gender roles as they used to be defined previously.

SPEAKER_00 6:15

Absolutely. So in fact, my first Kickstarter campaign had a pink race car t-shirt. Um, because I said, why do boys have to wear boring colors? If they like pink, it's absolutely okay for them to wear a pink t-shirt. So it was not only about girls, it was about let kids be exposed to all ideas, let them choose what they want to do.

SPEAKER_01 6:42

And I love that empowering kids, empowering adults, just empowering people to rise up to their own potential without having unreasonable, unsubstantiated limitations. Absolutely, right? I can talk about this all day, but we have to talk about business because this is a business podcast, right? So tell me, you have been in business for 11 years. I am sure you have had some obstacles and some hardships that you've had to overcome. Maybe you still have some right now. Can you share some of I know I do, right? Um, can you share some obstacles that you have had that maybe other business owners would have had the same obstacle and how you have overcome it?

SPEAKER_00 7:34

Yeah. For me, I always believe that every business there has to be um uh an you know some emotions attached to everything. And I feel like uh so I feel like when there is something like that, then you learn to overcome all the issues that you face, right? I'll tell you my first experience was when I started this business. Um, I got my first shipment from India. My factories are in India, and I got my first shipment and it came by air cargo, and it was in a cargo hold in the um close by the airport close by. When I went to pick it up, the guy over there tells me, Go bring your truck driver. Uh and I said, I am the truck driver. Because for them, they always were so used to men coming up and you know pulling up their truck. I was like, No, I have my car. I'm gonna load the boxes in my car because it was not that many boxes. It was a new business. I was just starting out. So he was like, Oh, is that how you're gonna do it? I was like, Yeah. So I feel like there are a lot of people who can be absolutely embarrassed by something like this. Say that, oh, this is not something I should be doing, and look at how these people are now looking at me as you know, what uh I want to start a business, but I can't even afford to have someone else do this for me. I was like, no, because I I'm I have always been that kind of person who has not just put money for like, okay, you know, this is gonna cost so much, let's just do it. I have believed that when you start, you need to do everything yourself. So you know what it takes, uh, and you learn from it. And I feel like there is nothing to be ashamed or embarrassed of at all. There's nothing wrong in picking up boxes from the airport cargo hold and putting them in your, you know, I mean, the place really is smelling because it's all kinds of products coming in and you know, all of that. But I feel like you just need to be confident that this is what is good for your business and you're doing it, you know what you're doing, and just go and do it. Right.

SPEAKER_01 9:40

So I have to stop you because this is such a big deal. This is such a big nugget that everybody needs to understand. I am very big on delegation, right? Delegate your weaknesses and work on your strengths. However, you have to understand every aspect of your business, right? You have to understand what it takes to take a truck or a car and go load it up. You have to understand what it is when you answer a phone. You have to understand what it takes to take out the garbage from your office, space, whatever it is, because that's the only way that you're gonna be able to delegate it to someone else. Because if you know what it takes, then you know what kind of person, what types of skills, how long it should take, and you can better monitor and monetize your business, right? So I love that you said that. And yes, we should never be embarrassed about trying to make a better living or make a better life or opening up a business. Um, and you always have haters.

SPEAKER_00 10:59

Yeah, absolutely. And the good, like how you said, you know, it's because I have done literally, I have answered customer service, I have done photography, like I mean, I take I used to take product photographs, I have modeled for products, I have done like every aspect of the business. So now I have I'm obviously now I don't do all of that because now I have people that I have hired to do all of that, but that's how I could really tell as to who would be good for that position. And I if you hire the right set of people for each position, then now I'm in a stage of my life where I don't have to worry about those things. But I because I know very capable people are handling it. So it's it's a it's stages that you go through. But if you try to get an investor who's going to you know give you a whole bunch of money and you just uh you know put money into everything, uh then the pressure is so high that I feel like that's when a lot of businesses cannot survive. Uh, and I have believed in a very slow and steady growth. That's why it's taken me 10 years to get to where I am. But you know what? I have a very solid foundation. And I feel like with that solid foundation, I'm able to grow at a pace that I'm comfortable with, which allows for my lifestyle because for me, my kids come first, my family comes first. Um, and so I'm able to manage that along with running a business, which is also doing really well.

SPEAKER_01 12:27

And that's another great nugget, right? Is take your time, do what aligns with you. It doesn't matter what your neighbor is doing or what you know your competition is doing as far as growing their businesses, because you have to do it that aligns with you. That's the only way you're gonna stick with it if it's serving you. Right. So I love that you said that. And I am so glad that you are at a place that where you're comfortable and you've built it to where you want it, and you can be very intentional about everything that you do. And I think every business owner needs to understand that just because you didn't grow as fast or as big as the next person doesn't make you a failure in any way. Because each person has a different definition of success. Right. You just define success as being able to spend time with your family because they come first. And that is what you have done. You have built a business that allows you to do that and you built it in a way that has allowed you to do that throughout the whole process. Right. And then the other great business nugget, sorry, is the foundation, right? Solid foundation. It makes it so much harder for that business to crumble because it has a solid foundation. Um so I love that. Thank you for sharing all of that with us. Now, is there are there any other obstacles you'd like to share, or would you like to move on to what's working in your Red Labs?

SPEAKER_00 14:15

Um, I think that, you know, as everybody probably has been through it, and so did my business. You know, we have gone through COVID, we have gone through all the tariff drama that's happening right now. Uh so I feel like in any business, you know, yes, of course, the last few years have been exceptionally difficult for many people because of all the things that are happening. Um, but I feel like if there are no obstacles, you don't learn from it. So if you look at every obstacle as a learning opportunity and just say, okay, this this too shall pass, then you don't crumble, you know, then you know that it only makes you stronger and then you move on. And I feel like that's something that if everyone looks at it that way, then no problem will feel big.

SPEAKER_01 15:03

That is so true. And you know, it's funny because that's my mantra. This too shall pass. You know what mine is?

SPEAKER_00 15:11

What doesn't kill you makes you stronger. I have had this postcard with uh with you know, like this uh thing written on my board for last like some 30 years.

SPEAKER_01 15:22

I love it, I love it, and it is true, we always go through obstacles. Life is a roller coaster, and so is business, right? And it's just a matter of reflecting, learning, not taking personal or a personal failure when you do have these obstacles and overcoming them by learning and growing. Um, so thank you for that. And so moving on to what is working in your business? How did you get it to work?

SPEAKER_00 15:59

So I think that I believe that even if it's a customer service-based business, right? Customer services and just even selling products to customers, the most important thing to do is to listen to your customers. So I started my business because I was listening to what my daughter wanted, right? That's how I started my business, if you think about it. And after that, when I launched the whole kids slime, the reason I got into women's clothing was because the parents were writing to me saying, I want the same kind of clothes. I want my daughter to see that I also am proud of being a scientist. And so I'm wearing clothes that show my love for science. So my daughter also feels inspired by that. So when I heard that, I was like, yes, there has to be. Because I was like, why would women women want to wear something that's like, you know, the science thing? But there were women who wanted that. So I said, okay, I'm gonna make that happen. Even today, though I'm in 10 years, I still listen to what my customer wants. Uh, if my customers like literally, I have a um customer created fan page uh where they actually trade clothes that they've decided they don't want to wear anymore. Uh, and and most of them are like, How are you supporting this? Isn't this bad for your business? Because people are now buying the used clothing, so they're not buying the new ones. I said, no, but this is what, because I stand for sustainability. And for me, people wanting to buy used clothing is great for the environment. And I'm not all about making money, I'm also wanting to make a change in the society, right? I like, for example, getting rid of the gender stereotype. So, same way I am all for sustainability. So I feel like when you are showing that you care in so many different ways, uh, that is where you get a very, very loyal set of customers. And once you have that loyal customers, then your business is going to do well. So that has been my like the most important thing that I focus on. And my customers love that. That's why they love the company so much, because they also like they have to just say something and you can see the change happening. You can see that what they have asked for is available next. Most of my design ideas come from my customers, believe it or not. So uh that's how we do it. We have a poll, we ask people, tell us what you want to see, and then they send it to us and we meet them.

SPEAKER_01 18:28

That is amazing. And you just touched on so many different points, you know, market research, right? And that's what you're doing is market research. You are asking your clients to tell you what it is that they want so that you can deliver it to them. Customer service, the same concept. You are looking to see what they are wanting to do, environmental and sustainability. So, what if they're selling it? That just shows how much your product is such a great quality that it can be used and resold and recycled as opposed to just being thrown away. And then nobody else gets the benefit or the pleasure of using it. Right. So those are things that everybody needs to keep in mind with your own business. People now are moving more towards buying from companies that are environmentally friendly that care about them, that are doing things more for social um sustainability, right? Rather than just, oh, here's a good product for a good price.

SPEAKER_00 19:46

Yeah, right. So I'll give you an example. Recently, um uh there is a uh salt, uh Salt Lake, I think it's a Salt Lake Institute. Uh, they're based out of Utah, and they reached out to me saying that, hey, will you make us, you know, the brine shrimp in the Salt Lake are dying. Will you make us a dress with brine shrimp on it so that we can uh sell it and bring awareness to people as to what we need to do to look after that? I mean, imagine I'm a clothing company and somebody like that has reached out to me because they know that I will do it. I've already designed it, it's already in production. Uh right? So I feel like if imagine like the being associated with these causes, and I have told them that I will make sure that I donate money from the sales of this dress to help you with the conservation efforts that you're making. And I do that all the time. So whenever we make a design that has that has some, you know, it's associated with an organization or some cause, we always make sure we donate to it. And I feel like that also makes people feel so connected with the company itself.

SPEAKER_01 20:51

Yes, and it makes them want to buy more of the clothes, knowing that not only are they supporting the company through wearing the clothes and bringing more awareness, but part of what they pay for it actually goes directly to that cause and helps bring more money and more funds to them to be able to do whatever it is that they do. So I love your concepts. It's all cross-functional, it's all listening and understanding and being a part of the solution rather than the problem. Right. Or just because I think if you don't do anything, you're part of the problem. You know, um, so I love how you do that. And I hope everybody takes this and starts implementing it in their businesses, even if it's just a little step forward, right? We can't all do everything that Jaya is doing, but we can do at least one thing. Right. We can do at least be environmentally friendly. Um, we can donate a part of our profits to a good cause. We can volunteer, we can have more sustainable and use better uh resources from the environment so that we can help our environment continue to nourish us, right? So we can continue to live on this beautiful earth. So um I am very grateful that you're doing this for one. So thank you on behalf of my family and my kids. Helping a better environment as we grow. Um, so Jaya, how can people get a hold of you, buy your products? How can, you know, con how they can they contact you?

SPEAKER_00 22:55

Yeah, so uh my website is uh smahausa.com, it's svahausa.com. And there is a contact form at the end of it. And if you send an email over there, I I read them. So if you can uh if you just do that, then that's how you can reach out to me.

SPEAKER_01 23:13

Okay, and that website will be at the end of the show and in the comments. So if you did not get that, don't worry, you still have some time. Um, because I I will be buying, I'm looking at your website right now, and it is absolutely so cool. I want to be that empowerment and that motivator and inspirator to my kids. Um, so I'm very excited about that. But before I let you go, if you could only give business owners one piece of advice, what would that be?

SPEAKER_00 23:52

Believe in yourself, believe in your idea, and don't give up.

SPEAKER_01 23:57

I oh, I love it. And you heard it here. Don't give up, believe in yourself. Um, Jaya, thank you so much for being here today. It truly has been a pleasure.

SPEAKER_00 24:09

And everybody, thank you for having me.

SPEAKER_01 24:12

Yes, and we will see you all on the next episode. Have a great day.