Originality can be one’s only USP in this cluttered space: Aiana Jain

Aiana Jain

When it comes to collaborations, Aiana Jain feels it’s a very thin line that one walks through with brand briefs and creative freedom.

No two days feel alike to Aiana Jain when it comes to content creation. To ensure smooth execution, she often plans 2-3 shoots in a day. These re the hectic parts of her schedule. To unwind, she watches shows on Netflix. Gymming on a regular basis is an important part of her day-to-day regime.

Looking back, where did it all begin? 

I feel that whatever we do today leads to a road leading to what we do tomorrow. Without slightest of inclination that my Journey as a Brand Consultant and a Style Coach would lead me to this path, I started a Blog on the insistence of friends and family who thought I should write things about style and fashion. That’s how it all started. Then, Instagram happened.

What’s in the name? 

I did and did not think much of it back then. I didn’t want to use terms like style and fashion in my blog name, nor anything quirky. So, I stuck to my own name and owned it in style.

What is your USP in this cluttered space? How does your content give you an edge?

I feel originality can be one’s only USP in the cluttered space. I feel I am my own person and have a style language, which is unique to me. I don’t like the idea of wearing stuff that looks good only in pictures and cannot be replicated in real life. Being relevant and relatable gives me an edge.

Please take us through your content creation process. How do you stay relevant and relatable?

I don’t plan much because I like to enjoy what I do and content creation happens along the way. My inspiration has always been real people.

How do you make moolah with your efforts?

When I started on this journey, I didn’t know it would have any commercial implications at all. My first ever invite was a pleasant surprise for I had no idea what these events were about. Slowly, brands started reaching out for collaborations. Taking about newly launched products is how I make money. However, there is a process to how I choose the brands I collaborate with. I should be a user and have shared beliefs with the brand beside other parameters.

How do you maintain editorial objectivity with the influx of brand briefs?

There is a very thin line that one walks on when it comes to brand briefs. Sometimes, brands give you creative freedom and an outline of the brief about what they intend to present. On other occasions, one has watertight briefs to follow. Adding your touch to the piece helps stay objective. However, if the brand is too stubborn about the brief, one can always politely decline and move on before committing to the brand.

Also Read: Dipika Desai steers clear off paid product reviews to maintain authenticity

One instance/experience that made it all worthwhile

When absolute strangers walk up to you and appreciate your content, followers message to share how they tried and liked one of your suggestions, often with pictures, helps make it all worthwhile.

Weirdest brand brief/request ever

Too many to describe.

If not blogging, you would be?

Something I still do. I would be a coach and brand consultant.

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I was introduced to Paula’s Choice only when the skin care Brand was launched in India and I am a fan already . off late I have been into skin care and experimenting with finding products that work for my skin and enhance how my skin looks and feels . Say hello to two of my current favourites . Skin Perfecting 2% BHA Liquid Exfoliant has a cult status and now I know why . I have been using it in my PM routine and love how it’s cleared my skin , it is a gentle exfoliant that unclogs the pores and the consistency is just like water so it’s super light to put on skin too . Skin perfecting 8% AHA Gel Exfoliant has Glycolic Acid and works on uneven Skin Tone and works on making skin firmer too . I have recently added it to my skin care routine and very happy with the results. This again has an amazing texture and doesn’t weigh on the skin . Both the products are leave on products and I don’t have to worry about putting on chemicals and washing them within a certain time period. Advice : Whenever you are using or for that matter not even using skincare products that exfoliate skin make sure you apply Sunscreen generously as direct exposure to sun does harm your skin . . . . @paulaschoice . . . . . . . . ? @swatimsinghal #aianaj #aianajloves #aianajsays #skincare #beautybloggers #beautyblogger #skincarepost #love #find #indianbeautyblogger #paulaschoice #aha #bha #count #beautybeginswithtruth

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A day in your life…

Since I am a freelancer, no two days look alike for me. Typically, I wake up and go through the morning chores and if I don’t have a shoot, meeting or an event lined up, I go to the gym. If I am unable to go to the gym in the morning, I try to stick to the regime in the evening and later watch shows on Netflix. Shoot days are hectic so I plan 2-3 in the day. Time spent sitting in traffic also has to be factored in the schedule as I live in Mumbai. I am my own boss so taking a day off isn’t much of an issue.

Message/tips for upcoming bloggers

Stay original.

Your Favorite Influencer

Sabyasachi Mukherjee’s influencer on fashion is unprecedented. He is hands down my favourite.

The Future you foresee for your Personal Brand

I have always been passionate about designing clothes and see myself have my own clothing line in the future.


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