Meet The Powerhouse Woman Behind The Super Cool Brand - Nonsense Curry

By Likita Gowda

At Girls Buzz, we’re always striving to bring forward stories of amazing women doing extraordinary things. And when we came across the super cool and quirky brand - Nonsense Curry, we were very curious to learn more about the brand as well the woman who runs it - Jolynn Carneiro. 

Based out of Goa, Nonsense Curry is a lifestyle brand where one can find all kinds of products like cool khadi cushion covers, beautiful lampshades, one-of-a-kind neckpieces, quirky stationery and more.

We spoke to Jolynn about her business, aspirations and life. Scroll down to read the interview and get inspired to follow your true calling!

• Hi Jolynn! Can you tell us a bit about yourself. What does being a lifestyle designer mean to you and what got you interested in becoming one?

I call myself a lifestyle designer from being ardent towards a lot of hands-on stuff that I design my life around. Activities that fill up my day, right from cartooning to designing khadi merchandise to practicing sustainability and engaging in therapeutic activities like zen flower arrangements or spitting some tunes on my uke, to decorating spaces in a budget friendly manner, organizing and decluttering, sprucing up my get-up through thrifting, sharing cooking to chow down to name a *phew*.

• Let’s talk about your business venture - Nonsense Curry. Firstly, love the name! How did you come up with it?

It took me a while before I got to Nonsense Curry, since it's only with time and expertise can you then unfold and evolve into something bigger. I started off my selling journey by handcrafting lampshades soon after college, for my thorough enthrallment towards Light and Lighting. Pop also runs a Lamp shade shop, which worked as a good base and platform to sell my work on.

I then progressively shifted to different crafts like recycle bottle art to hand painted neck-pieces which were my designs no doubt but a reflection of my personality did not prevail in them. This eroded and boggled my mind on making the connection happen, when one day it dawned on me to me to draw the peculiar things I used to state...and one of the things flying around at the time was 'you're such a brinjal', a connotation of sorts to emote that you're the highest degree of an epitome of lunacy. I then personified the phrase through a sketch which is how the spitting Aubergine emerged. I mounted the creative on a khadi pillow which embarks the point of discovering Nonsense Curry and where it took off from ever since into what it has developed today. 

• So, what led you to starting your own business? And how did the idea for your business come about?

The urge to be my own boss lady mixed with the itch to create with these hands culminates why I do what I do. I've had a deep yearning towards khadi and once I mounted my stylized work onto a khadi pillow, I knew I found my niche. Nonsense curry has developed over the course of the years which is why it has now dissected into product design, aesthetic and slow fashion/skincurry.

• What kind of products do you sell?

Khadi pillows cases, cushion covers, fluff, khadi gender fluid carry-ons, mobile cases, mobile pop sockets, khadi wall hangings, pins, magnets, lamp shades we call shady holders, custom khadi products like aprons, books, utility pouches.

• What is the USP of Nonsense Curry?

The sole purpose of Nonsense curry is to elevate your spirit, and being able to do that with positive feedback helps me to help you evoke happiness, joy and a feeling of calm before the storm you sometimes have to turn back to. To simplify, I have you visualise through my narrative how I take on this beautiful thing called life.

• What were the challenges you faced in this industry as a women entrepreneur?

The story of my life is having people steer direction to my appearance rather than the skill set that comes behind this face. Nonsense curry is my clap back to just that. 

• Do you believe there is some sort of pattern or formula to becoming a successful entrepreneur?

Consistency is definitely a factor that bites into a major credit-biscuit. Whatever you want to resume should be powered with consistency that helps you discover new things and evolve along the way. Being transparent with your audience helps you connect with them better which procures results. 

• How do you market your products? And which tactics have been the most successful for you?

My work speaks for itself and it grows organically. Instagram is currently our creative platform that we have fun with using the reels and Collaborations with brands help to get connected with a whole new audience. 

• How many hours a day do you work? Also tell us what your typical day looks like?

I'm a workaholic since I'm passionate about my work and look forward to it everyday. I have the liberty to pull an all nighter today and take two days off tomorrow. My day entails waking up and fueling the body with some yoga and good chow, checking my emails and reverting to them, processing orders, booping my mutts nose, sourcing, trips to my tailor, shooting and editing, content writing, managing social media, connecting with my audience on a personal level by having wholesome conversations with them while I can, cooking, indulging in food, embracing being a  plant lady, watering my plants, talking to them and propagating them, house chores, walking Feeboh, chalking out schedules, planning posts, work on custom work, watch documentaries, stand up, SNL sketches and sitcoms.

• Where do you find inspiration for your work & how do you come up with new ideas and designs? Tell us a little bit about your design process.

Things that spark joy within me is what I derive inspiration from. I love observing people and throwing them in an alternate animated universe which is how I sketch up the cartoons that I do. I'm surrounded by nature and share how therapeutic it is for me. Styling small spaces in my home and workstation radiate positivity and affects your mental health which is why I stress on surrounding yourself with elements you find endearing that keep you motivated. Feeboh is my business partner since he keeps my mood elevated which inturn keeps the workings at Nonsense curry up and running. My process of work is to utilize the feeling and apply it in everything that I do. This is how I generate content

• What is your favourite aspect of being an entrepreneur?

When I hear my patrons say you made my day, or your page is my go to when I'm feeling blue. These are feelings than I can evoke in my capacity that pumps my cardiac organ with gladness.

• What has been your most satisfying moment in business?

The moment I sold my first product.

• What are some of the biggest challenges that you have faced in your business so far and how did you overcome them?

Residing in Goa leaves you with limited options to source in order to develop a product you are working on. This made me push myself to scout the markets of Bombay, Bangalore and research long and hard to build contacts over the years.

• What key activities would you recommend entrepreneurs to invest their time in?

Strike a BALANCE between work and tender loving care. 

• Who has been your greatest inspiration?

I'm constantly blown away by friends, family and icons that strive to live in their own skin, step out of their bubble in order to help others and the world, who are silent carers and generous givers, who radiate positivity and wholesome living.

• If you had one message for all the women out there, what would it be?

A quote by the Meraki project- we've brought up a generation of girls who feel obliged to give more than they receive, who believe that asking for help is a sign of weakness, a smear on womanhood, who have forgotten that caregiving begins with oneself, and would rather suffer than handle things alone than reach out for a hand to help them. Isn't it time to teach our girls that we are human too?

Check them out on Instagram @NonsenseCurry & Facebook @NonsenseCurry.