In this episode, I sit down with Jaya Iyer, founder of Svaha USA, a clothing brand beloved by teachers and women who want clothes that actually reflect who they are, not outdated stereotypes.

What started as a simple idea to create space-themed clothing for her daughter turned into a decade-long business built on integrity, patience, and listening deeply to the customer.

Jaya shares the real behind-the-scenes of building a product-based business from the ground up — from validating demand through Kickstarter, to navigating costly supplier mistakes, to choosing slow, sustainable growth over chasing trends or outside investment.

We talk about:

• How noticing a small gap in the market led to a loyal, values-driven brand

• Why honesty with customers builds long-term trust (even when things go wrong)

• The realities of inventory, pre-orders, and cash flow in apparel

• The power of self-belief, focus, and ignoring outside noise

• Why slow growth can actually be the smartest strategy

• What’s next for Svaha USA, including a tween line and swimwear

This episode is a must-listen for anyone building a business from vision, not hype and especially for founders who want to grow without burning out or selling out.

Visit Svaha USA

DM me (@theshelbystclair) your biggest takeaway from this episode.

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