FITTED WITH MEANING
by Jasmine | February 11, 2020
Every sheet is layered with the seal that the environment is stewarded properly and the labor of Indian workers remembered. Meet Janice and Priscilla, two friends who founded SOJAO, a premium bedsheets brand using GOTS-certified organic cotton.
They understand that they cannot be anyone without someone on the other end sowing, measuring and weaving.
They happily spend their weekends in their studio space in Kallang, all the while managing the headspace of numerous orders and thoughts and living by few hours of sleep.
Meet Janice and Priscilla, two friends who started a brand selling organic bedsheets. SOJAO, which means 'go to sleep' in Hindi, offers premium sheets at affordable prices.
The profit margin isn't high, they say. But the meaning, plentiful.
Every sheet is layered with the seal that the environment is stewarded properly and the labor of Indian workers remembered.
ORGANIC GROWTH
It hasn't been an easy ride. On the road to starting SOJAO as well as on the road in India itself. The two founders, Janice and Priscilla, recounts heartily how they had to overcome communication barriers, gender stereotypes and personal expectations on their first trip to visit their suppliers and cotton farmers in India.
'It was challenging meeting with and speaking in front of a male-dominated group of businessmen. We had to tell ourselves that we can do it.'
And the odds were against them. Turns out, this trip personally convinced their suppliers that they are were passionate about what they do and they decided to take a chance with these two young ladies.
'Our farmers are literally the ones planting the first seed,' Janice muses. As a brand that takes pride in the labor of the entire supply chain and the impact on the environment, SOJAO has real organic growth.
But the growth wasn't that unexpected. Priscilla recounts how she saw the lack of quality, environmentally-friendly bedsheets in Singapore, and wanted to do something. 'No one was doing it then, but I felt that people wanted it.'
Getting her best friend, Janice, on board, was the next natural thing to do. Together, they started planning what they want to achieve, and then made the plunge to head to India. Today, the duo boasts of a GOTS-certified (Global Organic Textile Standard) company and a space they call their second home.
'Our farmers are literally the ones planting the first seed,' Janice muses. As a brand that takes pride in the labor of the entire supply chain and the impact on the environment, SOJAO has real organic growth.
SHEER RESILIENCE
'We are very proud to come this far,' Priscilla chuckled, and Janice nodded in agreement.
The two spent two years researching about the market, the textiles and the business model before finally launching SOJAO. They were contented knowing that they had done their best for what they set out to do.
'Anyone can start a business. But it takes sheer grit and determination to see it through because it requires so much dedication, commitment, time and effort.'
They remembered juggling SOJAO while both working full-time and packing orders into the wee hours. There came a point when Priscilla's father doubted if their brand would take off, asking her to reconsider her plans to go full-time. Grit and perseverance were, hands-down, attributes that made them survived the ordeal then. That was the only sensible thing: to keep going.
'Anyone can start a business. But it takes sheer grit and determination to see it through because it requires so much dedication, commitment, time and effort.'
For both Janice and Priscilla, who are first-time entrepreneurs, resilience is their best pal - a true friend who tells them the honest truth about entrepreneurship and continues staying on in their journey.
What keeps them going is an assurance that the environment, the labor in India, and their customers all benefit from this one product they bring home.
Their tagline befits the brand very aptly: Hustle Hard, Sleep Easy. The next day awaits yet another hope for an individual — in sunny Singapore as it is with India. Because you sleep easy knowing that someone else is sleeping well too.
Image credits: SOJAO.
