An Interview With Monica Sanders
Ethical and sustainable sourcing and manufacturing — Sourcing from the right people and understanding your vendors’ values is crucial. I source my stones from a couple of vendors in the San Francisco Bay Area, and I have conducted extensive research and inquired about the origin and the methods they use to obtain the stones to ensure they are ethically sourced. We also create limited run pieces because each one is handcrafted by our artisan partners, creating work in our local economy with knowledge that they are ethically treated and fairly paid.
As ‘slow fashion’ grows in popularity, more fashion companies are jumping on the bandwagon. Renewable consumption has been gaining popularity for a while, as people recognize its importance, and many fashion companies want to be a part of this change. In this interview series, we are talking to business leaders in the fashion industry to discuss why they are embracing slow fashion and renewable consumption. As a part of this series, I had the distinct pleasure of interviewing Subikksha Balaje.
Subikksha Balaje is what some people call an ambivert — that blend of a deep relationship–seeking introvert and the life-of-the-party extrovert. It’s somewhat like having the best of both worlds in your overall personality.
Balaje, the founder of San Francisco–based fine jewelry brand Goldstories, is a study of contrasts in that ambivert way. The Indian designer is a numbers geek who sees value in art, creativity, and design.
Her ability to balance the business side of Goldstories with her creative design side is what makes running a modern-day fine jewelry brand interesting, Balaje says. She hopes her clients wear her jewelry everyday as well as for major life events, knowing that her small batch jewelry is special enough for both occasions.
“Back in the day, many women in South Asia viewed gold jewelry as a form of investment or safety in difficult times,” Balaje says. “It’s the true meaning of slow fashion.”
Thank you so much for doing this with us! Before we dig in, our readers would like to get to know you a bit more. Can you tell us a bit about your childhood “backstory”?
I grew up in India, surrounded by women who had a deep appreciation for jewelry. In my family, investing in solid gold pieces was considered a form of savings. My grandmothers and mom have always had fantastic taste when it came to design, especially in jewelry and clothes. They are all about silk sarees and rocking those stunning gold accessories. It is just a part of who they are, and they effortlessly carried off that casual elegance and style.
Can you tell us the story about what led you to this particular career path?
During the pandemic, while expecting my first child, I launched Goldstories. Frustrated by the high prices and lack of personalization in big fine jewelry brands, I wanted to offer a different experience. Goldstories became a place where customers could find reasonably priced, one-of-a-kind solid gold pieces that could be personalized to reflect their individuality. It was all about creating future heirlooms that were both unique and affordable.
Can you share the most interesting story that happened to you since you began your career?
It is truly heartwarming when a customer discovers our jewelry, follows us to different local craft markets, and eventually purchases their favorite piece for their own birthday. There was a particular customer whose enthusiasm reinforced the significance of Goldstories in their life and made us feel incredibly special. It validated our efforts to design unique and meaningful pieces and inspired us to continue creating jewelry that deeply resonates with people. These stories of connection and appreciation drive us to keep crafting pieces that become cherished parts of personal narratives.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you please share a story or example for each?
Discipline was instilled in me through classical dance and is a vital trait in business too. Just as dance demands practice, running a business requires dedication. I learned jewelry as a way to communicate effectively with manufacturers, enhancing collaboration and communication.
“Fun is one of the most important — and underrated — ingredients in any successful venture. If you’re not having fun, then it’s probably time to call it quits and try something else.” — Richard Branson (One of my favorite quotes.)
I have so much fun not just designing and creating pieces, but I also gain tremendous energy from meeting customers, talking to strangers at markets and our pop-up shop. It excites me to be doing what I do.
Focus is essential for productivity and success. If you can’t focus on something or lack expertise in it, delegation is a better option than doing it halfheartedly. I don’t like the ops side of our business, so I try hard and give it my focus, but I’m on the verge of delegating it.
What do you think makes your company stand out? Can you share a story?
For us, it’s not just about the jewelry itself, but the profound connections we create and the stories we help tell through our pieces. It’s an honor to be a part of our customer’s personal journeys and to have the opportunity to create jewelry that becomes a cherished part of their lives.
Do you have a favorite “Life Lesson Quote”? Can you share a story of how that was relevant to you in your life?
There are so many quotes but currently, I’ve been focusing on and remembering this one:
“Remember to have fun. There is no point in being in business if it is not fun.” — Richard Branson
Who is your fashion hero or heroine? Why?
Princess Diana. She had a great sense of style, and the most unique statement jewelry and gemstone pieces.
Why did you decide to create and use a sustainable business model for your fashion brand?
I was pregnant with my first baby while starting Goldstories, and my awareness of the significance of sustainability and our responsibility to future generations grew. One key aspect of our sustainability commitment is the use of recycled gold rather than newly mined gold. By opting for recycled gold, we minimize our environmental impact and actively support a more sustainable jewelry industry. Our focus is on crafting future heirlooms that seamlessly integrate into people’s lives, telling their unique stories while promoting longevity and sustainability.
What are three things we should all know about “slow fashion”?
Personally and as a brand, slow fashion means embracing a more unique and relaxed approach to style, moving away from mass-produced designs. At Goldstories, we believe that jewelry should reflect everyone’s distinct personality and values. Slow fashion allows for a more intentional and mindful approach to personal style, celebrating the beauty and authenticity of each individual.
Can you please explain how it can be fashionable to buy less, wait a little longer, or even repair clothing?
I loved wearing my mom’s wedding outfit, which we had repaired, to my own wedding. It was so special and meaningful. I often find myself repeating outfits but changing up my jewelry or shoes. Trends have a way of cycling back around, so there’s no need to rush into buying something new. Instead, I believe in waiting and purchasing items that hold the most significance and value for me personally.
Thank you for all that. Here is the main question of our interview. What are your “5 Things You Need To Lead a Successful Slow Fashion Brand”.
1. Ethical and sustainable sourcing and manufacturing — Sourcing from the right people and understanding your vendors’ values is crucial. I source my stones from a couple of vendors in the San Francisco Bay Area, and I have conducted extensive research and inquired about the origin and the methods they use to obtain the stones to ensure they are ethically sourced. We also create limited run pieces because each one is handcrafted by our artisan partners, creating work in our local economy with knowledge that they are ethically treated and fairly paid.
2. Honest, Transparent Storytelling — We believe in telling the story behind each piece — where it comes from, its uniqueness, and why it might resonate with our customers. For example, the Mandala collection was inspired by my travels to Morocco. During our honeymoon in Morocco, my husband and I discovered the captivating architectural designs that both resembled and differed from Jaipur’s aesthetics. The intricate braided patterns in the arches served as the inspiration for the band in our Kala ring. Initially, I chose onyx for its classic black and gold combination, but as I delved deeper, I learned about the meaningful symbolism behind onyx. This newfound understanding led us to introduce lapis and malachite stones to our collection. We are excited to announce that we have a few more colors coming soon. Our customers really love the backstory of this design for the Kala ring and it remains one of our top sellers to date.
3. Building a community — We understand that not everyone will share our values, and that’s okay. We focus on connecting with people who believe in our mission and keep them close. The Boob Pendant is a perfect example; it resonated with many and helped us create a community of like-minded individuals rather than just customers. I had encountered difficulties during both of my childbirths, and one of them even brought me to the brink of death. To hold onto the memory of my birthing stories and the strength of us as mothers, I created The Boob Pendant. It has been 13 months since then, and I am still trying to come to terms with how much of my experience I am comfortable sharing. My hope is that each person who wears The Boob Pendant will develop their own unique story about its significance to them. Additionally, 10% of proceeds from each purchase of The Boob Pendant will go to Every Mother Counts, which works to achieve quality, respectful, and equitable maternity care for every mother, everywhere.
I find joy in selling at local neighborhood markets as they provide an opportunity to connect with the community. San Francisco and its people have been a great source of inspiration for me. The city’s preference for shopping local and its resistance to big brands opening stores in some neighborhoods resonates with Goldstories. As a San Francisco-born brand, we take pride in offering limited-run fine jewelry, tapping into the uniqueness of the city. Through these markets and our social media presence, we strive to educate our audience about the significance and power of gold jewelry, emphasizing their value as timeless heirlooms.
4. Educating the community about environmental and social impacts — We actively raise awareness about the harmful effects of fast fashion and the benefits of slow fashion. By posting educational content on social media about solid gold vs. gold-filled, we empower our customers to make informed choices.
5. Pricing products reasonably — We acknowledge that running a sustainable business can be costly, but we strive to keep our prices as reasonable as possible. We believe that slow fashion can be luxurious without being exorbitant. Affordability is a key aspect we prioritize! Unlike big brands, we steer clear of crazy markups by avoiding middlemen, which helps us keep our prices reasonable. We are dedicated to providing high-quality jewelry without compromising on affordability. Additionally, we promote alternative sustainable practices, such as buying vintage, reusing, repairing, or remaking old pieces. We prioritize redesigning old gold jewelry, using the customer’s gold whenever possible, and incorporating recycled gold and ethically-sourced stones. Furthermore, I am personally involved in the process, from picking the stones to engaging with customers at markets, where my friends are my best salespeople.
You are a person of great influence. If you could start a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I feel like we are slowly forgetting or de-prioritizing human interactions and connections. Our children need to be taught empathy and understanding. Everything feels like a rat race. So, I would start a movement to help people rekindle human connections, have real conversations (not small talk), and cultivate empathy.
How can our readers further follow your work online?
Follow on @goldstories, message us, talk to us.
This was very meaningful, thank you so much. We wish you only continued success on your great work!
About the Interviewer: Monica Sanders JD, LL.M, is the founder of “The Undivide Project”, an organization dedicated to creating climate resilience in underserved communities using good tech and the power of the Internet. She holds faculty roles at the Georgetown University Law Center and the Tulane University Disaster Resilience Leadership Academy. Professor Sanders also serves on several UN agency working groups. As an attorney, Monica has held senior roles in all three branches of government, private industry, and nonprofits. In her previous life, she was a journalist for seven years and the recipient of several awards, including an Emmy. Now the New Orleans native spends her time in solidarity with and championing change for those on the frontlines of climate change and digital divestment. Learn more about how to join her at: www.theundivideproject.org.
Subikksha Balaje of Goldstories On Why They Are Embracing Slow Fashion and Renewable Consumption was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.