Frazer Andrade
frazerandrade@herald-goa.com
MARGAO: Jemina D’Costa e Vaz, originally from Collem, Goa, has carved a unique path in the world of arts and crafts. Currently residing in Guirdolim, Chandor, after her marriage, Jemina is celebrated for her talent and dedication to various crafts, including decoupage, bridal accessories, floral bouquets, and pottery. Her work beautifully reflects her love for innovation and tradition, blending her Goan roots with contemporary artistry.
Jemina’s artistic journey began when her father recognised her hidden talent and enrolled her in a flower-making course. “That was the spark I needed. It ignited my creative journey and gave me a dream to build something of my own,” says Jemina. With this dream in mind, she worked diligently in Europe for 13 years, saving and learning along the way.
After her marriage, Jemina found unwavering support in her husband, Reuben Vaz, who motivated her to establish a venture. With her brand ‘Jemina’s Bridal Accessories’, she began crafting wedding and christening accessories, centrepieces, and floral bouquets from her home in Guirdolim.
Jemina’s work is a seamless fusion of creativity and dedication. Tailoring each design to suit her clientele, she focuses on seasonal themes, while her creations—ranging from candles with wooden wicks to intricate bridal pieces—are inspired by Goa’s Indo-Portuguese heritage and vibrant Western palettes.
Her candles, for instance, are crafted with eco-consciousness, using soy wax and natural scents that are carefully selected to enhance relaxation and serenity. “I strive to make environmentally friendly choices in my art, even opting for soy wax over paraffin wax to ensure safety,” she explains.
Operating from home, Jemina faces the logistical challenges of ordering materials from outside Goa, which often results in delays or financial losses. Additionally, finding a stable market for her crafts has been difficult. However, her participation in pop-up markets has opened new opportunities for growth.
Despite these challenges, Jemina prioritises her customers. “I meticulously plan each order, tailoring it to my customers’ requirements. This ensures satisfaction and positive feedback,” she says, noting a surge in orders during the wedding and Christmas seasons.
While most of her business comes through word-of-mouth referrals, Jemina also showcases her products on social media and uses WhatsApp for customer orders. She is adept at creating custom centrepieces for destination weddings and prides herself on using high-quality materials while keeping her prices competitive.
“Customer satisfaction is my top priority. The appreciation I receive from others and the sense of job satisfaction drive me every day,” she states.
Jemina is dedicated to self-improvement, frequently attending workshops to stay updated with industry trends and exploring new techniques like resin art and pottery. Her goal is to expand her business beyond seasonal orders and cater to a nationwide audience year-round.
To upcoming artisans, Jemina offers sage advice: “Always strive to learn new skills, upgrade your knowledge, and conduct market research to stay informed. Use quality materials, focus on your growth, and compete only with yourself.” As a homemaker managing her business from home, Jemina rarely had direct interactions with her customers. Recently, her participation in a pop-up bazaar provided her with a rewarding experience. “Engaging with customers and hearing their appreciation was truly incredible!” she exclaims.
Through her work, Jemina D’Costa e Vaz not only preserves Goa’s rich cultural heritage but also introduces modern aesthetics and values.
Her journey from a hidden talent to a celebrated artist exemplifies dedication, passion, and the joy of bringing beauty into the lives of others.
