Learning, Unlearning, and Building Something That Matters

In this episode of Business Owners Tell All: What It Takes, Jaya Iyer shares her journey from growing up in India to building a purpose-driven fashion brand in the United States. With a Ph.D. in Fashion Merchandising and experience in both academia and the apparel industry, Jaya combined her knowledge, personal experiences, and motherhood to create Svaha USA—a brand designed to challenge gender norms and inspire learning through clothing.

What began as a simple frustration—being unable to find a space-themed shirt for her daughter—turned into a powerful business idea. Through smart business planning, including launching with a Kickstarter campaign, Jaya validated her concept with minimal risk and built a brand rooted in education, empowerment, and curiosity.

Throughout the conversation, Jaya emphasizes the importance of continuous learning, adaptability, and staying connected to customers. She highlights how failures, operational challenges, and unexpected events like COVID forced her to pivot, reinforcing that flexibility is one of the most critical skills a business owner can develop.

Her approach to business goes beyond profit—Svaha is designed to spark curiosity, build confidence, and create meaningful conversations through everyday products. Ultimately, Jaya’s story is a testament to the power of learning, resilience, and building something that truly matters.

🧠 Key Takeaways & Notes🚀 Origin Story & Business PlanningThe idea for Svaha came from a real-life problem: lack of STEM-themed clothing for girlsStarted with just 5 t-shirts and ~$500 investmentUsed Kickstarter to validate demand before scalingIdentified a clear market gap + emotional connection

📌 Lesson: Start small, validate early, and let the market guide you

🎓 Learning as a Competitive AdvantageAcademic background helped with:Consumer behavior understandingProduct development knowledgePricing and inventory strategyStrong emphasis on listening to customers

📌 Lesson: Knowledge reduces risk and increases decision quality

🔁 Learning Through Failure & AdaptabilityFaced unexpected challenges (e.g., COVID, production issues)Learned the importance of:Pivoting quicklyDouble-checking executionAccepting and correcting mistakes

📌 Lesson: Experience doesn’t eliminate mistakes—adaptability does

🧩 Building a Learning-Driven BrandClothing designed to:Spark curiosityEncourage conversationsReinforce identity and confidenceProducts act as “learning tools” in everyday life

📌 Lesson: Businesses can educate, not just sell