Today we’d like to introduce you to Sonam Desai.
Hi Sonam, we’d love for you to start by introducing yourself.
Snows Design began in 2017 as a creative outlet during founder Sonam’s senior year of college. What started as a way to earn extra side cash to go out, it quickly evolved into a multi-year exploration of craftsmanship—ranging from custom apparel and glassware for weddings to intricate woodwork engravings.
However, it was the 2020 pandemic that sparked a pivotal return to Sonam’s first love: jewelry design. By blending her creative skills with her cultural heritage, she launched a line of South Asian food-inspired accessories designed to evoke nostalgia for the flavors of her community.
This pivot led to the viral success of the Desi Khana collection, which now features over 20 signature pieces. The brand’s cultural resonance has paved the way for high-profile partnerships, including a branded collaboration with Taco Bell and a onsite Collab with Disney for Diwali in 2025. Today, Snows Design is more than a jewelry brand; it’s a celebration of identity, memory, and the celebration of food.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Over the years, the growth of Snows Design hasn’t been without its challenges. One of the primary obstacles was defining the brand’s long-term identity; it took several years of experimentation to realize that the Desi Khana line was the true heart of the business.
Beyond brand identity, Sonam faced the ‘growing pains’ of the creative industry, including the collaborations that fell through and the frustration of seeing original designs copied by others. Sonam chose to view these moments as a masterclass in business protection and resilience.
Today, every design in Snows Design’s collection is backed by a formal copyright filing, and she adopted the philosophy that every failed partnership is simply a strategic redirection toward more aligned opportunities, such as my recent work with Disney and Taco Bell.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
Sonam serve as both the Founder and Designer of Snows Design, a role she balances alongside a demanding career in Investment Banking. This dual perspective allows her to approach her brand with both a sharp analytical mind and a deeply creative heart.
Snows Design specializes in nostalgia-driven accessory design, specifically focusing on South Asian culinary heritage. The brand is best known for the Desi Khana line, which has become a cultural touchstone for her community. What she’s am most proud of, however, isn’t just the viral products; it’s the community they’ve built.
What sets her/the brand apart is the absolute transparency and rawness of the brand. There is no ‘corporate wall’ between the brand Snows Design and Sonam the person. Whether you engage with them on social media or meet them in person, you experience the same authenticity. In an era of highly curated brand personas, Snows Design wins because it remains unapologetically real.
Can you talk to us about how you think about risk?
Not sure what to put here?
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Pricing:
- Jalebi Babies: $32
- Khana Charm Necklace: $67
- Neelams: $37
- Roohafza: $35
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Contact Info:
- Website: https://SnowsDesign.com
- Instagram: https://Instagram.com/snowsdesign
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- LinkedIn: N/a
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