Euphoria: quirky, fun, and something for everyone!
Shenuka Silva, currently in her mid-twenties, has an immense love for travel and flexibility in work. This led her to starting up her own handmade jewellery brand: Euphoria. Once she had successfully made a name for herself in the industry, she chose to leave the corporate sector and focus on Euphoria full time. Her qualifications in Hospitality Management and Digital Marketing assist in some of the aspects of running Euphoria. She is also an animal lover, and tries her best to help out non-profit organisations with fundraisers done through Euphoria.
Brunch had a chat with her on her brand and the art of making jewellery.
When did you discover your love of jewellery?
I have always been interested in crafts and making things. Growing up, I used to wear my mother’s jewellery and a few of my own pieces. Rather than love for the jewellery per se, it was a love for experimenting, playing around with designs, and creating collections.
How did you actually start making and selling jewellery for a living?
I began experimenting with jewellery-making during my O/Levels, and started Euphoria just as I entered my A/Level year. I always needed to keep my hands occupied while studying, and used to make the jewellery whilst doing so. The brand began as a combination of handpicked and handmade jewellery. Marketing and sales were mainly through Instagram and Facebook.
During my years in university abroad, my mother held the fort, even while being technologically challenged. She learned to use Instagram specifically for the business to run. Once I was back, Euphoria was relaunched with new and larger collections to grow to what it is today. This was done alongside a corporate job. However, I now work full-time on Euphoria, and hope to continue expanding it.
How would you describe your collections?
Quirky, fun, and something for everyone. We had mainly boho jewellery for females, but have expanded to new styles and jewellery for men too! We have a mixture of chains, earrings, rings, anklets, bracelets, and even flower crowns! Euphoria also does its best to keep up with the latest trends and introduces new styles often.
Where do you find your design inspiration?
Mainly through social media, latest trends, and Pinterest. It is also a small reflection of my own style and taste (which can be quite a mixture of styles).
What has been the single most important jewellery-making skill you’ve learned and why?
Linking different elements of materials/jewellery to create new designs. Some of the most fun and interesting pieces we have created are dreamcatcher jewellery with different coloured beads and chokers out of saree borders.
What’s your favourite piece of jewellery that you’ve sold before, and why?
There’s no single piece that we could choose, but selling the handmade jewellery and seeing people wear it is the best feeling.
How important are sustainable practices to you?
It is very important, and more so given the huge environmental impacts and concerns we are facing in this day and age. Euphoria does its best to minimise any negative environmental impacts by using recycled shredded paper (which we do ourselves) to cushion jewellery in delivery packages, and packaging jewellery in organza bags that are reusable and can be used to store the jewellery. We also use paper bags at all our pop-ups, avoiding plastic and polythene as much as possible.
What challenges do you face in your work?
We do occasionally face challenges with delivery due to the current pandemic and weather conditions. However, by working closely with our delivery companies we are able to overcome these.
Do you have any plans for the rest of the year?
Yes, we do! We have just launched a website and are working on migrating all designs to the website. In addition to that, we will be relaunching Euphoria Gifting, which is our Gift Boxing brand. We hope to also have more pop-ups once the pandemic settles or the situation is more stable.