perspectives The Glittering Allure of Entrepreneurship Of course I was well aware that most start-ups fail, and of course I was giving up the resources and access to talent that come with working for multinationals. But I had the bug to be an entrepreneur and a creator. What exactly to do with that? I always was interested in the luxury segment of consumer goods as a business. I studied to be a mechanical engineer and learned to cut and polish diamonds as part of my training. When I moved back to India in 2011, I studied the female Indian consumer and how she made female choices. The jewelry retail side here in Mumbai and across the world remained traditional. Stores continued to invest in inventory, assuming that people would come and buy whatever was in stock. I learned that even jewelers who had been in the industry for decades weren’t working off the most profitable business model. They couldn’t react to fast-moving trends because they were carrying inventory that didn’t always sell. The consumer, on the other hand, wanted to see new designs more often. I began to wonder, can technology shake up what is happening in this market?