Maya and Satish, began a journey a few years ago, at a common workspace, as friends, that soon blossomed into something stellar. They started their brain baby, Joker&Witch – which they claim represents their alter egos really well.
First off, a huge huge thank you, and a sincere apology from my end to you, Maya, for delaying this article by 84 years.
Around 2 months ago, when the world was fixated and was spell bound by Fashion Week mantras, I got on call with Maya, to discuss the possible collaboration.
Getting to know Maya digitally, was a fun task for me personally. You never really know how a brand owners ethic and passion comes across, to someone who’s sitting in front of a laptop for most of his time – not watching porn!
From the first email, I most definitely could sense the amount of regard and determination this woman had for her work. In other words, this woman wore the pants and knew her shit. It was evident. For someone who’s sure of his intuitive gut feelings 98% of the time, I was 100% sure this time and boy was I not let down.
Joker&Witch, is not your typical e-store where you browse everything that you wish to buy, load it in the cart and forget about it, because they’re expensive. It’s an e-store that vitally tends to its actual demographic – confused, fashionable, broke teenagers. The store is loaded with junk pieces, statement articles and accessories that turn heads in all the right ways. It’s one stop where you can actually get a lot for a lot less.
Confused and apprehensive about the quality, since these are affordable pieces? Don’t be.
Having used the products for more than 2 months, I can officially vouch that none of the articles I had gotten have ever so slightly been dented, or have faded, or broken for that matter, which made my inner middle class woman (read Monisha Sarabhai) really screech with joy!
I ended up pestering her a little bit more for a tiny interview. Scroll to read :
1] How did you come up with the idea of Joker&Witch? Kind of a cliched question to begin with, but I am sure my readers would love to get an insight on the germ of an idea that now gets them all their fashion fixes at one go.
The name Joker & Witch represents the alter-egos of the co-founders Satish & Maya. Satish believes that his other side of personality resonates with the funny yet critical aspect of a character like Joker whereas Maya likes to stay mystical & powerful. We believe that everyone has an alter ego, a side that you generally wouldn’t show to the world, but still is an integral part of who you are. You might be a housewife stuck with a punk heart, a geek with an inner fashionista, a corporate slave with a bohemian soul, a wanderer who loves being prim & proper, a woman who loves her bowties or a man with a little girl stuck inside, there are endless possibilities ! We encourage you to express these different versions of you through your personal styles and believe that there is nothing better than accessories to do the same. A simple white t shirt, blue denim look can be transformed and interpreted in so many different ways by just playing around with the right accessories ! We look at clothes as a canvas and accessories as the medium, to express & to create Magic ! 🙂
2] What has been your inspirations for starting Joker&Witch – in the sense, that was it something that happened overnight or it was a romance that blossomed over a period of time?
Satish & I met each other at our previous workplace. That’s where our love blossomed along with our dream to start our own little project. January 2015 is when we got married and also give birth to our 1st baby Joker & Witch.
Also, our skills and strengths were mutually exclusive and completed the entire spectrum of Retail Ecommerce such as Design, Manufacturing, Sales & Marketing & Technology which just pushed us further to realise this dream of ours.The initial Inspiration to start Joker & Witch came from the fact that Accessories in the Indian market is still looked upon as a secondary, complementing element to go with one’s clothes. We felt the power of accessorizing has not yet been exploited enough. In the Indian scenario, people’s perception of accessories is still somewhat limited to jewellery . Which is why we wanted to create a full stack accessory brand, that focuses primarily on exploiting the power of accessories to transform anybody’s outfit & outlook!
3] How do you think Joker&Witch goes around the entire talk about Fashion Not Being Sexist? Do you think companies need to take the initiative of cultivating an image of them being gender sensitive, or should the customers be more receptive towards this change?
Joker & Witch strongly believes that fashion should not be biased towards any gender, race, or community because fashion is just an expression of an individual’s inner-self, tastes and liking. It is by no means an instrument to judge anyone’s moral or social or political values. While customers at large should be able to understand and adopt such a progressive approach but a significant effort from corporates and organizations to sensitize the community and society is much needed.
4] Finally, how do you think the Fashion and eCommerce industry has matched synergies with the digital community? Do you find it important, helpful and beneficial to your company when you collaborate with bloggers? What is your take and say on this budding industry?
Conventionally, Fashion was always seen as an offline market but the advent of e-commerce in early 2009-10 changed this equation entirely. The increased penetration of internet, advent of smartphones and digitization of retail has changed the online consumption and e-commerce pattern of consumers and influencers. On one hand, customers are able to trust online mediums/brands better than before, and on the other Influencers such as bloggers and social discovery sites help such customers lean towards ecommerce brands. Joker & Witch actively works with the Influencer community and believes that e-commerce is here for the long haul.
I’ll have you guys know that very few brands who I work with take a keen interest in what happens to the visual overall image of their company the way that Satish and Maya do. I’m honestly glad that they painstakingly have put forth an affordable, classy and highly fashionable store for its demographic niche.
Don’t trust me? Have a look, and stalk (not in a creepy way, pls) their entire collection!
Get ready to load up your carts and max out your credit cards. I’m warning you.
Buy More Stuff – Joker & Witch
Stills – Arpita Patel