How I Built a Global Jewelry Brand From Pencil Sketches: Nafisa Idrees on Resilience and Reinvention
By Nafisa Idrees
Twenty years ago, all I had was a pencil, a passion for jewelry design, and a deep understanding of gemstones. I didn’t have capital, a workshop, or a team—just a few daydreams and basic jewellery education to begin. My first order came when I sketched a design by hand and showed it to a potential client. They liked it, paid me in advance, and with that money, I found a small workshop to bring the piece to life. That was the start. Since then, I have had to restart my business four times due to personal and financial upheavals. Each time I built it back, I was stronger, wiser, and more adaptable. Today, my business operates in two countries and serves customers across the globe. It wasn’t an easy journey, and it still feels like there’s a long way to go. I’d love to share the lessons I’ve learned along the way—anchor points that I hope will help other women navigating the ever-changing tides of entrepreneurship.
Self-learning is your superpower
No matter how overwhelming technology or business tools may seem, you are your own best teacher. Whenever I got stuck—whether it was setting up a website, figuring out SEO, or editing a video—I turned to YouTube and Google. Luckily, we also have AI these days.
My tip:
- Type your question clearly
- Look for the shortest video with the most likes
- 90% of the time, you will find the solution within minutes
- Once you find your answer, turn away from the browsing monster and get back to work (DO NOT get distracted by off-topic content)
You don’t need expensive courses to move forward. You just need the will to figure things out.
Adaptability over rigidity
Clinging to a fixed idea of success or one business model can be limiting. Over the years, I have learned that adapting to changing times is not a weakness—it is a smart survival skill.
Sometimes, you need to go slow or take a step back, especially when the circumstances are beyond your control. But never shut the business down completely. Keep it breathing, even on low flame. Eventually, you’ll find the strength and clarity to grow again. Being flexible yet focused keeps the business alive.
Your family is both your strength and challenge
Balancing business with motherhood, marriage, and caregiving is complex. You won’t always get it right, and that’s okay.
Instead of chasing perfection, give yourself permission to do what’s possible now. Some days, it’s just one post. Other days, it’s a full powerhouse of business or family activities. Your family is not a barrier—they are part of your journey. Learn to flow around life’s unpredictability. That’s where real happiness and fulfillment lie.
Let go of what doesn’t work
Don’t waste time on strategies, platforms, or trends that drain your energy. I’ve tried many social media platforms, but eventually, I realized just because something works for others doesn’t mean that it’s right for me. Would you believe if I said I’m not very active on Facebook—and that’s fine with me!
Follow your natural interests. When you enjoy what you’re doing, your marketing feels genuine and your audience connects more deeply.
The best time to act is now
This is one of the most important lessons I’ve learned: when a good idea strikes, act on it immediately.
I used to save ideas for “the perfect moment”—like waiting for Christmas or Valentine’s Day to launch a new design. But I’ve learned that waiting often kills momentum. Now, I implement ideas as they come, even if it’s a random Tuesday or 2 a.m. on a weekend.
Why wait? You can always repeat the idea later. But that initial burst of inspiration—that’s your creative superpower. Use it when it’s strongest.
Final thoughts
Building a business with little money, no fancy tech, and limited support wasn’t easy, but it was possible. It still is.
If you’re just starting out, don’t wait for perfect conditions. Start with what you have, even if it’s just a pencil.
Even if you doubt yourself and are not sure of your journey, keep learning, adapt as you go, and honor the life you’re building both at home and in business. I tell my daughter, “When you are not sure of what is your passion, keep doing what you like to do in the moment. Eventually, your passion will find you.”
Because real success isn’t about always being at the top—it’s about continuing, growing, and adapting, no matter what life throws your way.
