Leena Vasant Katkar, the founder of Jaylee Creations, has seamlessly blended tradition and innovation. Her journey from Mumbai to Goa and the subsequent establishment of a thriving business in Margao is a testament to her resilience and creativity. With the support of her daughter, Jaylee Prannay Naik, who handles marketing and social media, Leena has turned her passion for drawing, painting, and tailoring into a successful enterprise. This article delves into her inspiring story, highlighting the evolution of Jaylee Creations and the unique products they offer, including their mission to preserve the rich traditions of Goa while ensuring the highest quality for newborn essentials.
Leena’s Journey from Mumbai to Goa
In 1994, Leena and her family relocated from Mumbai to Goa, where she married her husband. Initially reliant on her husband for financial support, Leena’s life took a turn when her father-in-law provided her with a shop in Margao’s bustling Gandhi Market. This gift granted her a sense of independence, which she eagerly embraced. Specialising in tailoring women’s wear, particularly saree blouses, Leena soon noticed a growing demand for newborn essentials—a niche market at the time. In 2011, they shifted to Panjim, where they established their workshop situated in Campal, adding to the legacy of their business journey.
The Birth of Jaylee Creations
With the birth of her daughter Jaylee in 1995, Leena gained firsthand knowledge of the essential items needed for newborns. This insight, combined with her entrepreneurial spirit, led to the creation of Jaylee Creations. Continuously seeking customer feedback, Leena refined her materials and designs, particularly for quilts, to meet the evolving needs of her clients. Her dedication to quality and customer satisfaction became the cornerstone of her business.
A Family Affair
Leena’s daughter, Jaylee Prannay Naik, plays a crucial role in the business, assisting with marketing and social media. Jaylee’s background in mass communication and experience as a freelance event coordinator have proven invaluable in promoting Jaylee Creations. Together, they manage a team of four women who help bring their creative visions to life.
Commitment to Quality and Tradition
The primary objective of Jaylee Creations is to deliver products of the highest quality, ensuring both the newborn’s comfort and the satisfaction of the buyer. Their mission revolves around preserving the rich traditions of Goa. While many businesses in this sector prioritise vibrant colours for newborn items, Jaylee Creations predominantly uses white materials. This choice allows for easier detection of potential insects near the baby, ensuring safety. They advise using colourful items only after the baby reaches six months of age, setting them apart from competitors who focus on quantity over quality.
Tailored Materials for Specific Needs
Jaylee Creations employs distinct materials for each product, tailored to its specific purpose. For example, they use soft cotton for Zablas, known for its gentle touch on a baby’s skin. For holding sheets, they select materials based on quality and compatibility with coloured dyes. Through extensive experience, they have identified which materials are best suited for a baby’s delicate skin, ensuring comfort and safety.
Aajichi Godhdi: A Book of Tradition
“Aajichi Godhdi,” a book introduced by Leena, encompasses three generations of designs, sewing techniques, and more. Drawing from her grandmother’s expertise, Leena acquired fundamental stitching skills that are still incorporated into their newborn holding sheets today. Following traditional designs, they meticulously cut materials into squares and triangles, stitching each piece according to specific patterns. The final product, with its intricate details and impeccable finishing, has garnered orders from various countries.
Customised Quilts: A Labor of Love
One of the standout features of Jaylee Creations is their customised quilts, which are crafted from scratch. The Jungle Quilt, recognized both nationally and internationally, showcases extensive hand patchwork that clients greatly appreciate for its precision and vibrant character. Recently, they introduced the “Memory Quilt,” created from a baby’s cherished old clothes, serving as a timeless keepsake. This personalised touch adds sentimental value to every stitch, resonating deeply with families.
Innovative Products Inspired by Customers
Leena often receives ideas from her customers, which she brings to life with her artistic talent. For instance, the Jungle Quilt was inspired by a customer’s request for a unique quilt for her grandchild. This collaborative approach has led to the creation of many distinctive products that reflect both creativity and customer needs.
Special Collections for Gifts
In addition to their regular baby items, Jaylee Creations offers a special collection perfect for gifts. This includes customised quilts, blanket sets, and printed quilts with embroidered names. The extensive hand patchwork and embroidery ensure that each product is crafted with care, bringing joy to children and satisfaction to parents.
Marketing Through Trust and Social Media
Jaylee Creations primarily relies on word-of-mouth recommendations from satisfied customers. Over the years, they have established a strong trust with their clientele, leading to referrals from friends and family. Jaylee actively showcases their products on Instagram, generating consistent orders through this platform. This approach has proven effective in reaching new customers and maintaining a loyal client base.
Industry Insights and Continuous Improvement
With over 25 years in the industry, Leena has gained valuable insights into product suitability for different seasons, appropriate materials, and effective stitching techniques. They continuously test and refine their products based on feedback, ensuring that each item meets the highest standards of quality and comfort. This commitment to growth and improvement has been instrumental in their success.
Adapting to Seasonal Demands
During the rainy season, when newborn orders tend to decrease, Jaylee Creations accepts stitching orders for godhdis using old cotton sarees. Their newly introduced Memory Quilt has also been very popular, leading to an influx of orders from various parts of India. This adaptability allows them to maintain steady business throughout the year.
Advice for Aspiring Entrepreneurs
Entering the newborn essentials industry requires careful consideration. Leena advises aspiring entrepreneurs to determine whether they will focus on selling readymade or handmade items and to understand their local market preferences. Once established, the business can be highly rewarding, offering endless opportunities for creativity and growth.
Conclusion
Leena Vasant Katkar’s journey from Mumbai to Goa and the establishment of Jaylee Creations is a testament to her resilience, creativity, and commitment to quality. With the support of her daughter, Jaylee Prannay Naik, Leena has built a successful business that preserves the rich traditions of Goa while meeting the evolving needs of new parents. Their focus on using premium materials, impeccable finishing, and captivating designs has set them apart in the industry. Through continuous improvement and customer collaboration, Jaylee Creations continues to thrive, bringing joy and comfort to families around the world.
