The Chic Guide: What is ASMI Style?
Jaime Lyons, Founder of ASMI Style: Recognized for our ethically sustainable fine jewelry and handmade accessories. ASMI strives to inspire beauty, optimism, and possibility through innovation and the beauty of evolution. Beauty and Benevolence is ASMI. ASMI stands for Self-Respect in Sanskrit. We are a locally woman owned business offering ethically sourced fine silver jewelry, unique designs, and fairtrade handmade accessories for retail.
The Chic Guide: What’s the inspiration behind it?
Lyons: Inspired by the Sheroes of the world, ASMI works for vulnerable & marginalized artisans from some of the poorest communities.
We at ASMI believe that everyone wants to do what’s right for their families, communities, and the world. That’s why we’re committed to making the right choices the most obvious ones. We provide opportunities rather than charity to families in distress helping give self-respect and dignity by Social Entrepreneurship & Livelihood Creation.
ASMI strongly believes in the sustainability of craft and its importance to our future civilization. We seek unique and meaningful goods that are also ethical and sustainable. We work as a catalyst for a world without barriers, helping give a marketplace to those who have the ability, but not the opportunity.
The Chic Guide: Who’s behind it?
Lyons: ASMI was founded in 2018 by Minakshi Singh and myself. We both currently live in Union and instantly began brainstorming ideas of what we like and what we are good at doing. It started to help others in the Indian community that Minakshi was raised while creating a business that offers fair-trade and unique accessories and jewelry to the local market.
The Chic Guide: What can readers find when they shop ASMI Style?
Lyons: ASMI offers affordable, ethically sourced fine jewelry, accessories, and timeless unique inspirational gifts. We value culture, quality, and equality with every ASMI piece. We have inspirational jewelry that has meaning and relevance to us and want others to wear these to feel empowered and inspired by them.
The Chic Guide: What makes ASMI Style unique?
Lyons: ASMI provides ethically sourced jewelry and accessories, while providing opportunities to the marginalized communities around the world. Sourcing many of our products through NGO’s, ASMI espouses ethically sourced practices for altruistic consumers that embrace the idea of beauty and benevolence. ASMI strongly believes in the sustainability of craft and its importance to our future civilization. We seek unique and meaningful goods that are also ethical and sustainable.
The Chic Guide: Can you share more about how you’re providing opportunities through social entrepreneurship?
Lyons: At ASMI, we are working toward building compassion and changing the world of retail as we are moving towards a more open-solution society. People are working on a global scale, applying their talent and craft through technology and new innovative. Entrepreneurs like us are thinking beyond personal gain, implementing solutions to environmental, social, and cultural issues. Running your own retail company is difficult and gratifying work. Every decision and detail, big or small is important to help turn an idea into success.
We know that the answer isn’t simple or a one-size-fits-all solution, and there are advantages to becoming a social entrepreneur aside from the fulfillment of helping others such as financial opportunities, marketing and promotion, and supporting local businesses.
Social enterprise not only impacts the bottom line but helps cement your brand by letting customers know your mission. Being transparent and authentic about your purpose demonstrates passion giving customers a sense that they invested in helping support a cause and creating a solution.
The Chic Guide: Is there anything new on the horizon?
Lyons: We are always looking to grow and improve each year. ASMI has a new collection of inspirational pendant necklaces coming soon based off inspirational book quotes and unique designs created by ASMI. ASMI founders were recently published in a book for our creativity in new designs. The proceeds go to a local non-profit benefiting local charities. Another book will launch in late July of this year featuring myself and detailing ASMI’s business journey. Stay tuned for more, but we can’t give it all away too soon.
The Chic Guide: Where can readers go to learn more, follow along, and find out where to shop?
Lyons: Readers can visit www.asmistyle.com or follow along on Facebook and Instagram.
