Manasvi Bhushan knows about creating art, beauty, and community. As the founder and creative director of Surmeyi (Surmeyi), she loves that folks from here in the Bay to India (Sonam Kapoor was photographed wearing her pieces!) are smitten. But Bhushan, and the brand, took some time to achieve this success.
As a new mother, she moved to CA from Gurgaon and longed to pursue some of her own interests. “Growing up in India surrounded by so many beautiful colors and arts and crafts” inspired her. “I used to love wearing silver jewelry,” she muses.”I would never leave the house without that perfect pair of earrings.”
Understandably, her thoughts often turned to home during this period of her life. “When you find your community is when you feel at home—when you’re comfortable with who you are,” she reflected. Eventually, that comfort began to extend to living here in the U.S.
Risk and Reward
When I asked Bhushan how she dared to exit the known corporate world and a reliable paycheck, she said, “[It was and is] scary at times because we’re treading the less taken path and stepping into the unknown.” After three years in a previous jewelry venture, she set out on her own in January 2023, and Surmeyi was born.
Some of her first Surmeyi drops were a journaling pen (Qalam) and the Mango Bagicha Collection. “I think mango is an emotion for all us South Asians (laughs). It’s not just a fruit. Also, it’s a beautiful form. All of us have our own personal connection and stories about mangoes.”
Beyond form and story, Bhushan thinks about sustainability. Side-stepping a current gold-plating jewelry trend, she chooses silver and raw brass because the gold eventually will need to be replated, while silver and brass can be cleaned and restored at home. These choices are not only more sustainable but keep Surmeyi jewelry at a price point most individuals can afford – equitability taking precedence over profits.
“Building something from our hearts and it reaches theirs”
A great deal of thought goes into the Surmeyi line as Bhushan and her team imbue the brand with intention. Story is one area in which this devotion to intention is evident. From teasing the drops to the type of models she uses, and the tales they weave together, Bhushan makes sure we know we’re in on something priceless and daring.
Themes range from mangoes to wonder, belief, and dichotomy, to love. On the Surmeyi website and Instagram, one encounters imagery that conveys deeper messages –the purposeful use of dark models, an older dancer, a female surfer, or a female bodybuilder. I asked Bhushan how she pushes beauty boundaries, and her candid response was, “Honestly this is what we believe in -it’s what we do.” She aspires to include models who are queer, plus size, older, from other cultures and ethnicities—adornments for everyone. “Rather than doing ads, we put the money into capturing stories of inspiring creatives. I feel creative pursuits are always about finding belonging in the unknown, [and we try to] keep it as raw as possible, without touching up—that’s where the beauty lies.”
Collaboration to Create ‘Objects of Belonging’
Bhushan exudes humility, and she makes sure to tell me that Surmeyi is a team effort, starting with the jewelry makers in India.
A small group of Jaipur artisans works with Bhushan, each earning fair wages. Bhushan states, “I’m hoping that what we do offers more work for them and more opportunities. Eventually, we’d like to give back in some way which is meaningful for them, like healthcare and children’s education.”
Weaving their talents into Surmeyi, the creative team is another area of rich collaboration. Richashree Pant spearheads the design, and Sathvika directs storytelling. Other creatives also offer integral contributions, like stylist AmbiKa Sanjana, who worked with Bhushan on a set of skin jewels called Chaand-Taare. Recently, AmbiKa styled Lilly Singh with Surmeyi pieces for a spread in Elle India. Two months ago, Sonam Kapoor (with 34.9M Instagram followers) wore the Chaand- Taare garnering a great deal of positive attention. Bhushan refers to the incident as the moment that “broke our internet!”
Self-Care and Support Systems
Given how Surmeyi has grown, I asked Bhushan how she takes care of herself. She cites her husband Gaurav as someone to whom she turns. “I have doubts every day and he’s the one I talk to. He’s my sounding board. We grow and thrive, nurturing something together.”
She also credits accessing a less serious side of herself with making the work lighter. “We tend to be a bit goofy in the background which is nice. I’ve realized that adding humor helps alleviate the stress a lot.”
Bhushan elaborates on the benefits of working with others and how she chooses that path “because that’s where magic happens…[and where] we cheer each other on…there’s room for everyone to thrive, there’s love, there’s abundance. So that’s what I wanted Surmeyi to be about.” She adds, “If people are looking for meaningful, unique, thoughtful products, Surmeyi is one place they can come to. We just want it to be an experience for them; from the product to how it’s packaged to customer service and how we make them feel.“ By all measures, she’s met and exceeded all these goals.