“Show up every day with purpose. Stay clear about what you want. Write down your goals. Dream big, but also stay grounded in your processes. The real magic lies in doing the work consistently and with positive energy, even on the days when things feel hard or uncertain.”
Saloni Sureka, an entrepreneur, wife, and mother of two boys, graduated with an MBA from Narsee Monjee. Saloni’s journey with her very own venture began back in 2018 by building Saaj Creations, a women-led gold jewellery brand. Juggling various roles in her daily life, she also believes it’s crucial to strike a balance. She mentions,
“When I’m not building my brand, you’ll find me lifting weights at the gym or enjoying a fast-paced game of badminton. I feel fitness is my meditation, and I believe in living each day to the fullest.”
Saaj Creations is a wholesale B2B gold jewellery brand that specialises in crafting light gold jewellery. With the corporate and manufacturing units based out of Kolkata, they cater to clients both online and offline. In terms of what sets them apart in the industry, Saloni says,
“With a strong sales force, an efficient CRM team, and robust MIS systems, we ensure timely delivery within 15 days, consistently meeting high quality standards and maintaining the trust of our clients. At Saaj Creations, we are committed to quality, trust, and customer delight.”
Getting Started
What got Saloni started in the gold jewellery space was her desire to build her own venture that would serve a purpose. Even during her university days, she was deeply involved in carving out a path for herself as an entrepreneur. It was after her marriage that Saloni started exploring various ideas and finally landed on Saaj Creations after numerous failures.
For Saloni, the failures have always been stepping stones for her, out of which she always made sure to learn something. Each attempt, whether a success or not, has brought her closer to what she truly believes in. Her venture is a result of years of trying, learning and unlearning.
One of the things that gives Saaj Creations a competitive edge is that they tune into the needs of their clients and give them an experience that keeps them coming back. Saloni reveals,
“As women entrepreneurs in a largely male-dominated B2B space, we bring a rare perspective of understanding the end consumer, who is often a woman, with far more intuition and clarity. Being fashion-forward helps us design jewelry that truly connects. But beyond creativity, what really strengthens our position is the strong backend. We operate on a full MIS system that tracks each order, ensures quality checks at every level, and guarantees deliveries within 14 days and even 7-8 days for urgent requirements.”
Navigating Challenges
One of the major challenges for Saloni was to step into unknown territory. As a result, she initially found it difficult to find the right team, get skilled artisans and provide consistent quality.
Entering a male-dominated B2B industry was another challenging task. The difficulty came in the form of not earning the trust of the retailers. She reveals,
“I remember one of my early meetings with a large retailer. I walked in confident, but I could sense the doubt in the room. “Do you really have the setup to deliver?” they asked, almost testing me. I calmly shared our system, introduced my team, showed our process, and told them to give me just one chance. That one order changed everything. We delivered ahead of time, with perfect quality. From there, word spread and that very client became one of our most loyal.”
Another challenge she faced was to stay relevant and fresh. Now that clients have numerous options at their fingertips, they are on the lookout for something new and good. Saloni makes sure to stay ahead of the trends by consistently observing the changing trends, tastes and innovations.
Major Wins
One of the important milestones for Saloni was at an exhibition, when one of their old clients came to their booth and said, “You don’t need to think twice — her quality and commitment speak for themselves.” Clients vouching for the brand and organic advocacy is something that no business can buy.
Some of her other achievements include earning the trust of top retailers like Malabar Gold & Diamonds. Saloni has also been recognised with the Economic Times Aspiring Women Leaders Award by the Times of India Group.
Plans Ahead
Looking forward, Saloni wants Saaj Creations to expand its global reach. Now that Saaj Creations has solidified its presence in South India, in cities like Hyderabad, Chennai, and Vijayawada, it wants to expand in other key cities like Delhi, Gujarat, Rajasthan, and Maharashtra.
They are also actively exploring export opportunities in the Middle East and Southeast Asia to meet growing global demand. Within the next 2-3 years, they want to scale their business to Rs 300 crore, crossing their Rs 100 crore milestone. Regarding how she wants to achieve this, she asserts,
“Sustainable growth, to me, comes from building strong leadership. I believe in creating a culture where my team isn’t just working for the brand — they are growing with it. By nurturing internal leaders, streamlining operations, and staying obsessively customer-centric, I believe we can build a brand that stands for trust, quality, and consistency — not just in India, but globally.”
Saloni acknowledges that one thing that has helped her in her journey is consistency and clarity. She emphasises that success is not something that ever comes easily. Even since she dreamt of building Saaj Creations, she looked at it as more than just a business idea. Now that she has gotten her dream fulfilled, she envisions an even more promising future for her venture.
Lastly, as she signs off, she leaves a note for the budding entrepreneurs saying,
“Markets, competition, customers — they’re all human at the end of the day. Start with a happy heart. Think deeply about what your customer truly wants, and build your product or service around that. Surround yourself with people who believe in your vision — and most importantly, never stop believing in it yourself.”
