Intention, Passion and Slow Fashion: How Ruhi is Building Suramyah

At WomenEntrepreneurs Magazine, we’re drawn to builders who turn purpose into products people actually live with. In today’s conversation, we sat down with Ruhi, Founder and CEO of Suramyah, a slow-fashion, fine jewellery label known for recycled 925 silver, real gemstone jewellery, and thoughtful, zero-waste packaging. We talk about designing “wear-forever” pieces, pricing with integrity, and growing a values-led brand without chasing trends. Most of all, we explore how Ruhi’s calm, craft-first approach can help other women founders build businesses that last.

Pankaj- Hi Ruhi, please tell us about yourself.
Ruhi– I’m Ruhi, the CEO of Suramyah, a jewellery brand born out of my love for aesthetics and sustainability. I’ve always believed that jewellery can be more than an accessory; it can be a keepsake, a memory you carry with you. With Suramyah, I’ve been able to merge my love for design with my desire to build something meaningful and sustainable, while also creating a life that gives me independence and freedom.

Pankaj- What inspired you to start your own business, and when did you start?
Ruhi- Suramyah came to me quite literally in a dream; the name itself means aesthetics. From the very beginning, I knew I didn’t want to create just another jewellery label that added to fast fashion waste. The newly emerged concept of “demi-fine” jewellery didn’t sit right with me. To me, it’s simply costume jewellery with a longer shelf life – it might last six months more, but it still ends up in a drawer or the bin. That didn’t feel sustainable, and I felt a strong need to do my part in the slow fashion movement.

I started Suramyah because I wanted to offer jewellery that is meaningful, sustainable, and accessible. Pieces that people could cherish for years without having to spend like they would on gold – and without facing the disappointment of jewellery that tarnishes after a few wears or even turns their skin green. That’s where silver and real gemstones came in. They allowed me to create keepsakes that last, but at a price that is approachable.

To make our pieces even more resilient, we plate our 925 silver jewellery with a full 1-micron thick layer of rhodium, which makes it resistant to oxidisation and ensures it retains its shine for decades. So basically, you get heirloom quality, ergonomically made jewellery at a price you’d pay for imitation jewellery.

I officially started in February 2025, and since then, it’s been an incredible journey of creating with purpose, building a brand that doesn’t just sell jewellery but embodies a philosophy of beauty that lasts.

I don’t want to just make jewellery. I want to build a brand people can live in, not replace.

Pankaj- What unique challenges have you faced as a woman entrepreneur, and how have you overcome them?
Ruhi- Being a woman entrepreneur often means being underestimated – especially in industries like jewellery where people expect big money, old networks, and male-led legacies. As a young woman, I wasn’t always taken seriously. There were times when people assumed my business was just a hobby or a side project, and proving otherwise required resilience and consistency.

A turning point for me was when I found a woman-led manufacturing partner. She not only understood my vision but also became a guide, helping me navigate the complexities of retail and e-commerce. Having her support has been invaluable – it showed me the importance of seeking out the right people and building partnerships based on mutual respect. 

Over time, I’ve learned to stand my ground, ask the right questions, and lean on those genuine connections. That combination of resilience and supportive mentorship has been key to overcoming challenges and growing Suramyah with confidence.

Pankaj- Can you share a defining moment in your entrepreneurial journey?
Ruhi- This has to be when I received my very first organic order – a customer had found Suramyah without ads or promotions, and that felt so special. A week after shipping the piece, I picked up the phone and called her just to ask how she was liking her amethyst ring. She told me she absolutely loved it and didn’t think she would ever take it off. Hearing that in her own voice was a moment of pure validation. It showed me that I wasn’t just selling jewellery, I was creating something people could truly connect with.

Pankaj-  How do you maintain a work-life balance while running your business?
Ruhi- Balance is something I take very seriously because I live with multiple sclerosis. It means I have to be mindful of my energy and health. Entrepreneurship has been a blessing in that sense – it allows me to create my own rhythm, work at my own pace, and prioritize my well-being while still pursuing my passion. What helps is remembering that Suramyah is built around longevity. Just like our jewellery, my work ethic has to be sustainable.

I don’t believe balance means doing everything at once; it’s about knowing when to pause and when to push. Some days are about creating and building, and others are about resting and recharging. Both are equally important to keep Suramyah and myself thriving.

Pankaj-  How do you approach networking and building connections in your industry as a woman entrepreneur?
Ruhi- Networking, to me, isn’t about collecting contacts – it’s about building genuine, lasting relationships. I approach every connection with curiosity and respect, whether it’s an artisan, a supplier, or another entrepreneur. I believe in collaboration over competition, and that philosophy has opened many doors.

Social media has also been a huge enabler. It’s allowed me to share my story, connect with like-minded people, and find opportunities I might never have discovered otherwise.

Pankaj- What strategies have you used and it worked to scale your business?
Ruhi- For Suramyah, growth has always been rooted in connection. One of the most meaningful strategies we’ve embraced is doing pop-ups at queer events and community markets. Inclusivity isn’t just a talking point – it’s a value. Showing up in spaces that celebrate diversity allows me to connect with people in a genuine way and build trust that goes beyond just selling jewellery.

We’ve also participated in flea markets and other pop-ups, which have been invaluable for an early-stage business like ours. They let people see, feel, and try on the jewellery in person, and those conversations often turn into lasting relationships.

Alongside that, we’re focused on building awareness through social media, where we share not only our designs but also the philosophy behind Suramyah. And on the product side, we’re working on new pieces that are effortless to wear, resilient, and don’t need “babying.” It’s all part of our goal to create jewellery that fits seamlessly into everyday life while staying true to our values. At this stage, scaling isn’t about chasing numbers – it’s about laying the groundwork for trust and loyalty. That foundation will carry Suramyah further than shortcuts ever could.

Pankaj- Can you share a memorable success story or milestone from your entrepreneurial journey?
Ruhi- One milestone that’s very close to my heart is receiving my very first customer review.

The customer wrote, “Absolutely in love with these purple earrings 💜 Trendy, super comfy, and low-maintenance – perfect for daily wear in the office. The design is stunning and elevates my look with every outfit!”

Reading those words was surreal. It wasn’t just about a sale…it was about seeing Suramyah become part of someone’s everyday life. That first review gave me the confidence that I was creating pieces people would truly cherish.

Pankaj-  What role do you believe mentorship plays in the success of women entrepreneurs?
Ruhi- Mentorship plays a vital role. It provides guidance, encouragement, and perspective — all of which are invaluable when you’re building something from scratch. From women entrepreneurs especially, mentorship offers valuable guidance. Seeing women who’ve carved out their own paths makes you believe you can do it too.

I’m deeply thankful to the women in my own life who have shaped not only the entrepreneur I am, but also the person I am. They’ve taught me lessons in resilience, independence, and the ethics of running a business with integrity and values which I hold close and follow every day. One of those women is Dhwani Tayal, founder of Aadiya Jewels, who has been a mentor in my journey. She not only understood my vision but also helped me navigate the complex worlds of retail and e-commerce with patience and clarity.

Mentorship from women like her has been proof that collaboration and support can be just as powerful as competition…and that when women uplift each other, we all grow stronger.

Pankaj-  How do you stay resilient in the face of setbacks or failures?
Ruhi- I’ve learned to see setbacks not as endings, but as lessons. Every challenge — whether it’s slow sales or the personal limitations that come with my health — has taught me how to adapt. Resilience, to me, isn’t about pretending everything is fine; it’s about facing the hard days with honesty and still choosing to show up.

What keeps me going is my why. Suramyah isn’t just a business; it feels like my child. It carries my dreams, my values, and my creativity. While my hurdles with health are very real and sometimes overwhelming, the act of nurturing Suramyah, piece by piece, is what grounds me. Even on the toughest days, simply showing up, sketching a design, talking to a customer, or packing an order, makes all the difference. It reminds me that I’m creating something that lasts, and that purpose will always be bigger than the temporary setbacks.

Pankaj-  How do you prioritize sustainability and social responsibility within your business model?
Ruhi- Sustainability has been at the heart of Suramyah from the very beginning. I work with recycled sterling silver and natural gemstones: materials chosen because they’re made to last a lifetime rather than end up as fast fashion waste. To make them even more resilient, we plate all our jewellery with a full 1-micron thick layer of rhodium, which makes each piece resistant to oxidisation and built to retain its shine for decades. 

Every design is created to be cherished, not discarded. The kind of jewellery that becomes part of someone’s everyday life and memories, rather than something that fades after a few wears. For me, sustainability isn’t just a trend to follow; it’s a responsibility I feel deeply. Through Suramyah, I want to encourage mindful consumption and prove that beauty and longevity can truly go hand in hand.

We’re a zero-waste company. Even our packaging uses natural, recyclable, and reusable materials to ensure that every part of your order has a purpose, or can be easily recycled. We package our products with materials like cotton tea bags, cotton pouches, compostable mailers, and jute strings, which are all made from natural fibers. This allows us to protect the items while also protecting the planet.

Pankaj-  In your opinion, what changes are still needed to create a more supportive environment for women in entrepreneurship?
Ruhi- Building Suramyah has always been about creating on my own terms. Living with MS means I can’t work the way the world often expects entrepreneurs to — long hours, endless hustle, sacrificing health for growth. And yet, that doesn’t make me any less serious or capable as a founder.

I think that’s where change is most needed: in creating an environment where women — especially those with unique challenges, whether health, family, or financial — don’t have to constantly prove their worth. We need a system that trusts our vision without questioning our pace.

Support should also mean more spaces where women can share the raw, unpolished truths of entrepreneurship — the slow days, the setbacks, the compromises — without being judged as weak. Because real strength lies in showing up anyway, in building something sustainable even if the journey looks different.

Pankaj-  What advice would you give to aspiring female entrepreneurs?
Ruhi- My advice is simple: refuse to let the world decide how your journey should look. Entrepreneurship isn’t reserved for people with endless capital, perfect health, or straight-line lives. I live with MS, I’m queer, and I’ve built Suramyah without the cushion of unlimited finances — and that’s exactly what makes my story powerful, not less valid.

The system will try to tell you that you need to hustle harder, grow faster, and sacrifice yourself to be taken seriously. Don’t buy into that lie. Build on your own terms, at your own pace. Protect your energy. Create something that feels true to you, not something that checks someone else’s boxes.

And most importantly — stop waiting for permission. You don’t need it. Your perspective, your struggles, and your resilience are your edge. Own them. The world doesn’t need more entrepreneurs who fit the mold — it needs more women tearing the mold apart and proving there’s more than one way to succeed.

Your difference is your power. Don’t dim it to fit in.