Entrepreneurs of India Startup Stories – Episode 40- Paizo Furniture


Entrepreneur: Aayushi Satiya

Business NamePaizo Furniture

Welcome to #eoindia #startupstories Episode 40.

Turning your hobby into a business is a dream for many of us. As the famous quote says “Do something you love and you’ll never work a day in your life”! Today we interview a founder – Aayushi Satiya who is doing exactly that and turning her passion for furniture and design into a small and growing business.

The business she has started is called Paizo (@paizo_furniture).

Paizo is a furniture and home-décor company. They run an inspiration blog and take orders on commission only. Each piece is unique and specially curated to their customers need.

Aayushi describes Paizo’s design style as contemporary and clean. She is also passionate about upcycling and are intrigued by designers around the globe that are producing designs which are not only sustainable but also aesthetically pleasing.

Welcome to EO India Aayushi

1) How did you get your idea for this business?

A lot of Indian houses question what can they salvage while renovating a house or how can they get an incredible unique look within budget. Here lay an opportunity. Paizo was born out of my simple love for furniture and décor combined with an audience who is asking for custom furniture pieces that fit their budget and can give an upgrade to their old furniture.

2) Why is “now” a good time for this idea to exist?

I would say this idea is actually timeless. However, today more than ever we need to question ourselves, does this object really need to be discarded? Can it be repurposed? Additionally, with the increase in social media awareness a lot of users already know what they want but are looking for someone trustworthy and someone who can truly understand the design aesthetic to bring it to life.


3) What was the reaction from your family when you first decided to become an entrepreneur?

Oh they were all so excited for me. They have been extremely supportive and pitch in every time I face a hurdle. I couldn’t have started this without knowing that they were there to back me up. My mother is always ideating with me and I run designs past her as well.


4) What was your biggest mistake in business and what did you learn from it?

So far I would say as entrepreneurs sometimes the excitement of starting something new tends to make you forget the slightly boring factors that are very important for customer satisfaction. You need to ensure your terms and conditions are transparent and well spelled out. This may be relating to change in customer requirements, payment policy, return policy etc.

startup story of paizo Furniture

This helped me pay closer attention to the different touch points in my customer interaction journey where I could create a delightful experience for them. I not only take each customer through the terms and conditions but I also send them regular updates at different stages of the production of their design. This ensures they always know what is happening which makes them feel much more comfortable and at ease.


Start up story of Paizo Furniture

5) What is your biggest obstacle in the next 12 months and how will you overcome it?

My biggest obstacle in the next few months would be customer acquisition and with that growing the team. Each piece requires personal attention hence executing in volumes without affecting quality would be something I would to plan for. We will be launching our website soon along with a launch of our furniture range mid next year.


6) What habits contribute to your success?

Having a task list and detailing a blueprint before the work actually takes off. These ensure everything is done in a timely manner and I free up my time to think about other aspects. Maintaining my own inspiration page through Instagram has been a big part of Paizo’s success.


7) If you had the opportunity to start this business again what would you do differently?

Sure there are multiple ways in which one can go about. A little more market research is always vital. However, I don’t think I would do it too differently. It has been a surprising journey so far and unraveling what lies ahead keeps me going.

Paizo furniture startup story


8) What is your favourite inspirational quote?

Everything will be okay in the end. If it is not okay, it’s not the end. – John Lennon

9) Where do you find inspiration?

In people. In everyday. In patterns and lines. I mostly draw inspiration from my dreams and from nature.

10) What is your favourite book?

Change by design – Tim brown

11) What advice would you give to someone starting out?

Ensure you are inspired by what you’re about to take on. If you don’t love it then nothing can help your business.

Startup story of ASyushi Satiya co founder of Pizza furniture

EOI Summary

A big thank you to Aayushi for taking the time to be interviewed for this feature.

Aayushi’s startup story teaches us that it is possible to turn your hobby into a profitable business and using mediums such as Facebook and Instagram you can reach a global audience with your products.

The one thing everyone needs to do is simply START, find or make a product and get it in front of your potential customers as soon as possible. As Paizo’s business model is mainly based upong doing individual pieces on commission this means they don’t need to invest in a vast number of items to stock – but can simply build products as orders arrive.

Please check out Paizo’s Facebook page and Instagram, we will update this article with the website when it is launched, send them a DM if you would like to commision a custom piece of frniture.

Also check out her recommended book below:

Change by Design

What did you learn from this interview? Comment below…

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  1. I agreed with what she said that everything will be okay at the end and if its not okay the it is not the end, as a young start-up entrepreneur i see that always. I also like her answers to the questions in general.


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