A Tapas Bar, loud music, and drinks on the table. It was an unwinding Friday night. Amongst conversations revolving around food, architecture and music, it slowly led to us speaking about our mutual love for photography and just, in general, inspiring visuals. Tissue papers were taken out and The Postbox was written. And thus began our exciting, challenging journey.
Being artists in a digital era, the two of us realized the need for an online space that would full-fill two specific pinpoints. One, a space that focuses on ethereal original prints, which are inspired by surreal spaces and popular culture. Two, we wanted this space to promote artists and their work by helping them monetize it. Think about it, there is right now, no single unified platform, which promotes art in all its forms, gives them a space and helps them monetize it. India is a country of a billion people, that in itself is a huge opportunity just staring at us right there. We’ve been doing a lot of research around graphic artists in the country and our single biggest takeaway is that, there is definitely a need for clean platforms that promotes such collectives.
The Postbox was a well thought out and structured plan. We brainstormed for over two months on how we want this platform to exist and what we should be working on. Six different products split into two different sections defined Postbox as an Art & Lifestyle brand.
We had to move fast because we had set the aggressive goal of launching in the second week of September. Even though we ended up launching in the last week of September, our respective roles were very clear. So, while I was working on Product development, Nikhil covered the entire website construction and operations piece.
After testing out the platform and going through product iterations, we finally launched in the last week of September.
There were very hard times, and in my case, I had already committed to a Masters program in Fashion Management in Milan, which was to start in October. But Nikhil and I strongly believed that now was the time. Our country is a beautiful place to be in, people are slowly letting go and taking to what they love. We may not realize it, but there’s a silent revolution happening. And we definitely felt The Postbox should contribute to this and not sit back and watch.
It’s been two months now since I’ve moved here. Trust me, it’s most challenging to run a “long distance start up”. Living simultaneously in two different time zones, I have been asked multiple number of times how I manage my deadlines. Very simply put, it’s the belief that keeps us(I speak for Nikhil here as well) going. We have come to understand that beneath every strategy, every goal that you set, it needs to be supported by a strong sense of hope and faith. Everyday is an opportunity, we are constantly learning, our research is always an on-going process. The key is to never settle. We are still very young in this industry. But there is no law that states the pace at which we should engage ourselves in. And that is something that sets us apart from the rest. For instance, a month into launching the online store, we got our first offline space at Chennai’s most celebrated boutique- Chamiers. Our first corporate order rolled in sometime before that. We’ve had people writing to us expressing how they connect with the photographs under the Fine Art section, how the colours have livened up their living space, and how the notebooks makes them want to write again. And most recently, we had an order from Karachi, Pakistan.It is these little moments that matters the most to us. To reach out to people, to connect with them, and touch their life. The idea of Posting is an age-old concept of just this- keeping in touch with your loved ones. At the end of 45 days, when we look back, we smile knowing that stories have been created, people have managed to reconnect in the most wonderful of ways, that they now, will always have a token of memory with them.
The ride from thereon has been a terrific, enjoyable roller coaster one. At the end of each day, it’s just a sense of gratitude that we have for all those who cheered us on right from the beginning and continue to do so.
There were testing periods. At the earliest stage, we’ve tackled situations wherein we got cheated by one of our vendors and at the same time we had to go through two more rounds of proto-typing for our coasters. Our packaging materials gave up in the very beginning. And all this happened in direct proportion to the pace with which we were progressing. At this point, we kept orders waiting but our customers understood us. In all best intentions we delivered to them what we had promised. And our clients came back to us. To let us know that they are thrilled.As goes the line in the movie, Into The Wild, “Happiness is real only when shared”, it stands testimony to every single order we fulfill. We attach a small note in every package to let our customers know that we are there to listen, to make their experience better, to understand what they want. This is also one of the reasons why we started our blog, www.thepostboxin.tumblr.com. Being staunch supporters of Communication, Nikhil writes at regular periods to keep our followers updated on what is happening behind the stage. We put forward all the chaos, the madness that persists only because we believe in transparency. Internally, we have regular meetings scheduled over the week (yes, I have woken up at 4 am here in Milan only to cringe at the sight of the team enjoying filter coffee in Madras) to reflect, discuss and decide how we will implement the lessons learnt. It’s always about moving forward, bouncing back. I have, personally, realized the beauty of mistakes. The harder it hits you down, the higher you rise above. Our advisory team has always spoken to us about Cricket matches. That it’s not just about playing a great T-20 but also giving your best shot at that test match.
Today, The Postbox is not just a collective of designers and artists but people coming together to appreciate and acknowledge the skills of these insanely talented people. Our vision comes to life here.
It’s been a great ride so far, we’ve had close to 7000 hits on our website already and along the way we’ve learnt more than we ever could. I think for us, we’ve realized no matter what happens, you just have to keep at it. Your moment will come and you have to have faith that it will. And along the way, it always helps to have some fun. 😉
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