Parushni Aggarwal On Bringing Italian Design To India
Parushni Aggarwal studied Interior Design at the Parsons School of Design. Her passion for accessible design led her to start StudioCREO, a resource centre for designing interiors. She works with renowned Italian brands such as Boffi, Calligris, Salvatori and Midj, and hopes to introduce the Indian market to Italian design aesthetic.
We speak to her about her entrepreneurial journey:
What made you decide to open your own company? What’s the vision behind your organization?
The main objective behind the invention of StudioCREO was to establish an experience centre that provides one-stop solution to all the interior demands of the hour. The vision of StudioCREO is to bring some interesting collections of renowned Italian brands to India and make them available to the majority of people in the country.
Do you think there’s a gender stereotype associated with your profession? What challenges did you face when you were starting out?
No, there are as many men interior designers as women.
Challenges are always there, whether you are starting an organization or taking it forward. The gender stereotype was nothing less than a challenge in itself, changing the pattern of belief is not as easy as it seems. When we try to introduce a new concept or a new aspect to an existing concept, the acceptance is on a small scale, only a small section of Indian society is open to new concepts and materials. The other challenge is that availability of resources is scarce in India. There is so much to do, but the resources and products are not there and procuring them increases the investment both in terms of money and time.
Your mantra to de-stress
My mantra to de-stress is more work and more business!
Your tips to budding entrepreneurs
Never stop believing in yourself, keep learning and keep moving forward.
If you had to give your younger self an advice, what would it be?
Mistakes are a part of life and the mistakes I made have helped me reach where I am today. So, the only advice that I would like to give my younger self is to keep moving!
What plans do you have for 2017 for your organization?
During the course of 2017, we plan to reach out to more homes and develop a larger segment with Nikoo interiors. We plan to increase the presence of Boffi and other brands. Overall, we plan to grow with the entire company.