By Honorary Reporter Geetika Kapoor from India

Photos = High Street Korea

Sonika Bohra and Shweta Hyanki of India are fans of Hallyu who took their love of all things Korean to another by setting up the jewelry brand High Street Korea in India. Their products feature the beauty and aura of Korean-style jewelry for the Indian market.

The following are excerpts from an interview with them.

Please introduce your brand.
High Street Korea is based on the idea of ​​​​​​exploring and introducing Korean culture through a collection of contemporary jewelry for the Indian market, ranging from statement necklaces to dainty earrings with the finest craftsmanship and designs.

Shweta Hyanki was a stay-at-home mother before co-founding High Street Korea with her childhood friend.

Bohra: Korean jewelry has unmatched aesthetic appeal and everlasting sophistication, and we decided to bring this timelessness and elegance to India and combine it with the beauty of modern Indian women.

How did you two get to know each other and how did your brand come about?
Hyanki: We are from the same town and have been friends since childhood. I am married and live in Mumbai. I started my professional career as a teacher in Mumbai and after having my first baby, I quit my job to focus on my family. 

Sonika works for a travel magazine in New Delhi and gets to see the world. Korea, however, has fascinated both of us for a long time. I think 2008 was when we started following Hallyu through K-dramas and K-pop, and we also grew interested in Korean fashion as well. Our mutual passion and love for Korea drove us to found High Street Korea.

High Street Korea co-founder Sonika Bohra poses at Nurimaru APEC House in Busan.

Bohra: I've worked for a travel magazine since 2013. A fateful business trip to Korea drew me closer to Korean culture, especially fashion. This is when I thought I must start something to show my love and passion for Korea, but my job always kept me busy. 

Last year, the pandemic hit the tourism industry pretty hard, leaving me with not much to do at home. I got addicted again to watching K-dramas on Netflix and Viki, and this is when I thought of ​​​​starting a business related to Korea. So High Street Korea was conceived during the pandemic based on our passion and fascination for Hallyu amid Korea's increasing global presence.

Model Aishwarya Singh wears a Mia necklace, Moira bracelet and Katie earrings.

What makes Korean jewelry different from that on the Indian market?
Whether calm colors, endearing and creative designs, or their delicateness, Korean jewelry is widely popular and appreciated. It is mainly simple and elegant and has an unmatched aesthetic quality and sophistication that gives it enduring appeal. 

How has working with designers in Korea been?

Hyanki: Enthralling. Because of the pandemic and restrictions on travel, we couldn't go to Korea to see the designers, so all of our discussions have been on Zoom. The designers are not only innovative but also cooperative. Every time we discuss a new product design, they introduce us to something new that always amazes us. 

Communication is smooth as we use English, plus Sonika is learning Korean so this will be an added advantage. Since this is our first business, we were unaware of many things, but our Korean partners guided us and helped us set up this venture. 

Model Olympia Lala wears Persephone earrings.

How has the Indian market responded to your products?

The results have been encouraging. People say they love the design and quality of our products. And growing enthusiasm for Hallyu in India has boosted our customer list. We are constantly seeking to reach new consumers and people with an affinity for Korea just like us. After the pandemic, the plan is to pursue additional methods of influencing and connecting with a wider audience.

kalhong617@korea.kr 

*This article is written by a Korea.net Honorary Reporter. Our group of Honorary Reporters are from all around the world, and they share with Korea.net their love and passion for all things Korean.