“I’ve built MissDaintyCo one steady day at a time, even when I didn’t feel completely ready. To anyone starting out, I’d say this begins with what you have, trust your intent, and let the journey shape you. Clarity always comes after action.”
Aasritha Terala launched MissDaintyCo at 17 during the lockdown, a minimal, carefully curated jewellery label born from a simple idea. What began as a small collection sold online has become a community-driven brand defined by craftsmanship and real hype.
In an exclusive interview with Entrepreneurs Today, Aasritha shares that her entry into business was rather natural, growing up watching both her grandfathers run their ventures. Over time, she absorbed a work-first mindset and developed an appetite for independence that would shape her choices. She shares,
“During my engineering days, when everything moved online in the lockdown, I felt like it was the right moment to try something of my own. With just ₹5,000, I started MissDaintyCo. For others, it might have looked like a small experiment, but for me, it felt like stepping into the world I naturally belonged to.”
About MissDaintyCo
There’s a reason why MissDaintyCo stands out today in the market. Aasritha favours a minimal aesthetic and a steady visual identity, so much so that people often recognise her work even when the page or name changes.
The venture also rests on a simple service ethic. She adds,
“I genuinely believe customer support is one of the biggest pillars of a small business. Whenever someone reaches out with a concern, I don’t think in terms of profit or loss. The first priority is always to make sure they feel supported and satisfied. Keeping my customer support open, accessible, and empathetic has helped build long-term trust and connection.”
Over time, that approach has paid off with repeat customers who vouch for their products.
The Journey
Aasritha’s toughest tests were when Instagram disabled her page twice, once at 3,000 followers and again close to 10,000. She reveals that each time it felt like everything had fallen apart. However, she did not let the setback break her. She highlights,
“Both times, I bounced back within half an hour, recreated everything from scratch, and kept moving forward. The messages from people saying they searched for my brand or waited to buy from me reminded me why I needed to rebuild.”
Being a young woman in business brought its own barriers. Early on, many vendors did not take her seriously. Her approach was to meet that scepticism with consistency and clarity, and to show up every day. Today, the same vendors who doubted her began to respect the way she ran operations.
Despite the challenges, Aasritha is grateful for everything she has achieved through her business. She asserts,
“For me, success has always been the trust people place in the brand, repeat customers, messages saying the pieces made them feel good, and people proudly gifting MissDaintyCo. Growing a community of over 20K on Instagram and sustaining a brand for four years from the age of 17 are achievements I truly value.”
The Next Frontier
Within the next few years down the year, Aasritha’s plan is to build a studio space for walk-ins and brand discovery. Other plans include growing steadily on Instagram and making MissDaintyCo more accessible while keeping quality and intention intact.
What has taken MissDainCo so far are the applications of the lessons Aasritha has learnt over the years. She believes it’s consistency that matters more than trends or using different platforms. As she signs off, Aasritha leaves a note for budding entrepreneurs saying,
“Showing up every day with genuine intention makes the biggest impact. I’ve also realised that rebuilding is not a sign of failure. Sometimes it’s a reminder of how strong and capable you actually are.”
