Building a Business out of Dreams

The Times of India Woman Entrepreneur of the Year, Karima Dawoodani, shares her philosophy on turning a hobby into a business

In this second lockdown, Karima has given two TEDx talks in the span of just 3 weeks (an exception only made for her), revamped her home decor and niche dreamcatcher store ‘Soul works’ and is hard at work creating a world of her dreams. As usual, she is the literal epitome of sunshine matching with the beautiful dreamcatcher placed behind her, as she excitedly shares the latest reel she just put out on Instagram.

Soul works started as a hobby project that evolved into something much bigger. Karima transitioned from working the glamorous world of Bollywood as a full time set dresser and art director, into organising small Tarot readings at pop-ups and flea markets in Mumbai. She would sell a small batch of dreamcatchers and tiny temples that she made by hand at these pop-ups which soon started getting attention.

Spirituality has always been a big part of what Karima does, and she continues to integrate meditation, tarot and reiki into what she does. Her dreamcatchers aren’t just beautiful to look at, they are strongly blended with her practice of Reiki, intention and affirmations. Her practice of spirituality has taught her many things, and continues to remind her of the intention with which she started Soul works — goodness and joy.

Goodness is at the heart of what Karima does, and Soul works empowers over 40 underprivileged women to become the breadwinners of their families by being associated with the brand. In 2020, she was awarded with the title of the Times of India Women Entrepreneur of the Year for empowering women through the beautiful craft of creating dream catchers.

Karima is seen brainstorming business growth ideas with Kushal at BHX Goa in March

“The Beachhouse Project was a Landmark moment”

Karima says that for her the Beachhouse Project was a landmark moment. She saw how much appreciation her beautiful dreamcatchers got from diverse, talented people and it made her realise how valuable they were. At the edition, she addressed her challenges and received valuable mentorship from another resident Saanjay and the Founder of Experience Co. Jaytirth Ahya. It made her see the possibilities of how Business and Art can come together and become something much bigger than what she had previously imagined.

“It made me see how Business and Art can come together”

She also got the much-needed push to revamp her e-commerce store, and she continues to expand it with plans of starting international shipments. She has become quite the influencer with making reels as normal to her as eating or breathing. Karima plans to continue to grow Soul works organically, and make it one of the most premium luxury home decor brands in India.

Today, Karima still finds as much joy in creating dream catchers as she did when she started out 9 years ago. There isn’t a day that goes by that excites her with the sheer possibilities that exist. It is this excitement and joy that defines Karima, and we cannot wait to see everything she achieves in the coming years.

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