Success tales are usually the result of travail, and the tale of Chinu Kala, Rubans Jewellery’s designer, is one of such resilience, grit, and sheer determination. Rubans is now a fast-emerging fashion jewelry brand in India, but success lies behind years of travail and unforgiving determination.
Struggle in Early Life
Chinu Kala’s early life was not quite smooth sailing. She was born in Mumbai and left home at the age of 15 on personal grounds. She had no money, no roof over her head, and therefore began earning her bread and butter from an early age. She tried to survive and started selling house hold items door-to-door as a salesgirl. Life was sour — she was rejected, insulted, and walked in the sun for hours. But from them, she grew stronger and gained a special ability for connecting with people.
She possessed just enough money to get by on eating two meals a day but never lost hope. Chinu recalls that those years showed her how valuable courage, grit, and sheer hard work were.
A Turning Point
Though there were failures, Chinu never lost hope in dreaming big. In the year 2004, Chinu participated in the Gladrags Mrs. India contest. Though she lost, the platform provided her with exposure and enhanced her confidence level. She realized that she was not intimidated by standing over the world. That was when her entrepreneurial journey began.
Her first venture was corporate gifting but she never had an urge to do something of her own, something that reflected her style and customer awareness. This led to the birth of Rubans Accessories in 2014.
Birth of Rubans Jewellery
Mall kiosk was Rubans Jewellery established by Chinu in Bengaluru with an investment of mere ₹3,000. She attended the customers herself, observed their preferences, and spent day and night making them wear cheap yet stylish jewelry. It was precisely this reason that the brand started becoming popular due to its distinct designs, quality, and affordable price.
Beginning with a kiosk in one mall, Rubans grew step by step and shifted to e-commerce portals like Myntra, Flipkart, and Amazon. Going online proved to be the turning point. Rubans emerged as one of the best-selling jewellery brands on Myntra, always chart-toppers even during festivals and promotions.
Challenges Along the Way
Like any entrepreneur, Chinu also had her share of challenges. The Indian jewellery market is highly competitive, with a thousand small and large players. In order to be in the spotlight, she focused on choosing the type of jewellery which would be a mix of traditional and contemporary—something that one young working woman could show off to a party and a wedding as well. She ensured Rubans stocked the entire spectrum from classy contemporary jewellery to antique traditional jewellery.
Financial difficulties and skepticism from others were constant challenges. But Chinu’s perseverance and diligent work ethic overcame them.
Recognition and Success
In a time frame of less than a decade, Rubans Jewellery was a multi-crore brand. Chinu’s story hit the headlines in the nation when she appeared on Shark Tank India (Season 2) in 2023. She asked for funds for business growth, and even though she didn’t receive an offer, her spirit, story, and determination motivated crores of individuals from the whole country.
Rubans is still one of the leading brands as far as luxury jewellery at reasonable prices is concerned. It has served millions of Indians and enjoys a loyal following of women who view Rubans as a symbol of emancipation and elegance.
Lessons from Chinu Kala’s Journey
Chinu Kala’s biography is a reminder that success is not the result of resources but of determination and will. From having no support system as a 15-year-old girl to being a renowned business person, her life is a testament to perseverance.
She regularly avers that entrepreneurship is not about convenience but about problem-solving with passion. Today, Rubans Jewellery is testament to her bravery — beaming proof that one can overcome circumstances and fashion an effulgent destiny.
