Aparna Singh is a graduate from NIFT Kangra, and the founder of accessories label De__ Base. She talks about the struggles of local artists, and how after meeting a dreadful accident, De__ Base is all that has kept her spirits alive.
How did the journey of De__ Base begin?
De__ Base means ‘basic’. The name was a friend’s suggestion. It initially started as a platform to share views related to designing, fashion and styling.
When and how did this discussion platform turn into an accessories label?
After I graduated in 2017, De__Base was still at a nascent stage. In 2019, I re-launched De__Base with a fresh perspective. As of now, it is a handmade accessories brand on online platform. I don’t wish to restrict it to just that. Let’s see how far we can make it.
![fashion blogger Bhavya Kant wearing Aparna Singh earrings](https://www.gcaffe.com/wp-content/uploads/2020/03/Fashion-blogger-Bhavya-Kant-wearing-de_base-earings..jpg)
When you made this switch, did you consider other names for your brand?
My primary idea behind De__ Base is to put the most basic items to creative use. The brand as such was initially started and managed by me, but gradually more associations were made and a couple of us are working as a team now. I must say all of us are quite content with the brand name, and don’t wish to change it in near future.
What are your present expectations with De__Base?
The main aim behind De__Base is to support sustainable fashion by creating handmade accessories. I intend to gradually build it up as a three-level sustainable brand i.e. environmental, social and economic.
What are the challenges you’ve faced in online business?
I don’t have a website as of now. It costs me more than what I earn via Instagram sales. The biggest challenge is to convince the buyer that our product is worth the price. Customers willingly pay a lot more money to more popular brands. Artists like us suffer due to lack of funds. This brings me to another major challenge of investment. I met with an accident last year which also cost me my job, as I had to be bed ridden. All the lifetime savings were spent in multiple surgeries that I and my family had to go through.
How did your accident affect the growth of De__Base?
After the accident, I was not only restrained financially, but also physically. So, the scope of furthering my interactions with potential customers and collaborators narrowed down to a great extent. But on a brighter note, De__Base is what has helped me the most to survive the accident trauma. It has made me feel much more productive and worthy.
Any words for G Caffe readers?
I would like to appeal people to support local artists as much as possible. We come from very humble backgrounds, and every single purchase is a big deal for us. Support nature, support art.