Sopore, Sep 16: A lesson from a Class 10 English textbook has taken an unexpected turn for a young entrepreneur from Sopore, who has transformed the inspiration into a homegrown jewellery brand with customers across India.
Doha Ijaz Pandit, founder of Matilda, said the brand draws its name and philosophy from The Necklace, a chapter familiar to generations of Class 10 students. For her, the name represents gratitude for the small things in life.
“Actually, we all have studied The Necklace in our Class 10. It is an English chapter. So it is a little message that carries that we should be grateful for the little details of our life, and even if it is just something which is not even considered as a thing, we should be grateful for that,” she told Kashmir Convener on the sidelines of a recently held community festival here.
“Even if you wake up the next morning, you breathe, that is something you should be grateful for. So yeah, that is what Matilda carries. It is a tribute to every single thing we have. We have women’s and unisex jewellery as well,” she said.
What began as a homegrown venture has gradually developed a customer base beyond Kashmir. Doha said the brand now ships across India, with its website and Instagram page helping her reach customers and market the products.
“Since I have a website, it is easier for me to connect with people. And Instagram is for marketing; even people DM us if they have any issues with social media,” she said.
For Doha, however, Matilda is about more than jewellery. She sees entrepreneurship as a pathway towards financial independence for women, arguing that earning even a small amount of money can bring a sense of freedom and confidence.
“Honestly, let me be very honest with it. Even if you buy yourself a snack with your own money, just a 10-rupee thing, it gives you so much pleasure. Sometimes I just go for a solo ice cream date without even telling anyone and nobody has the right to question me — where were you, where did you get that money from?” she said.
“So independence is something that we all, all women, have been dreaming about for centuries. And I think every single girl should start something. Because I’m telling you, you will see wonders when you earn your own money,” she said.
At the community festival, Matilda showcased a range of products including waist chains, earrings, pendants, bracelets, rings, unisex jewellery and enamel hand-painted bangles.
“From the first day itself, almost everything was sold out,” Doha said, reflecting on the response to her products.
She credits digital platforms with helping make the venture possible from Kashmir. With a website handling sales and Instagram serving as a key marketing channel, Doha said she can operate the business without having to leave home.
“Honestly, imagine being in a room — I study there, I sleep there and I do my business there. So social media did bring wonders in Kashmir and obviously everywhere else,” she said.
The story of Matilda, she said, is ultimately about starting small and believing that even a simple idea can grow into something meaningful.
“Please check our website shematilda.in and our Instagram shematilda.underscore and follow us in support,” she said.
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