An Interview With Chad Silverstein
Profit matters. It keeps the lights on. But purpose is the guardrail. If we ever cross that line, we stop being who we said we were. And in my view, that costs more than any margin adjustment ever could.
As a part of this series, we had the pleasure to interview Jaya Iyer.
Jaya Iyer is the founder and CEO of Svaha USA, a purpose-driven apparel brand that transforms intellect and identity into wearable expression. Born and raised in India, Jaya moved to the United States to pursue her Master’s Degree and later earned a Ph.D. in Fashion Merchandising with a focus on consumer behavior. She began her career as an assistant professor teaching fashion buying before moving into the retail industry as an apparel buyer. In 2015, after struggling to find science-themed clothing for her young daughter in the girls’ section, Jaya launched Svaha USA to challenge gender stereotypes in fashion. What began as children’s STEAM (STEM + Art) apparel quickly expanded into a multi-generational brand serving women, men, and kids who want their clothing to reflect their passions, from space and coding to nature, literature, and art. Under her leadership, Svaha has grown into a nationally recognized brand, earning coverage in outlets such as Forbes and appearing on The Kelly Clarkson Show. Known for combining thoughtful design with ethical production and inclusive sizing, Jaya continues to lead Svaha with a clear mission: to make curiosity visible, challenge outdated norms, and empower people to wear what they love unapologetically.
Thank you so much for doing this with us! Our readers would love to get to know you a bit better. Can you tell us your “Origin Story”? Can you tell us the story of how you grew up?
I was born and raised in India. I grew up as a military kid, living a very disciplined life, moving to a new city every three years, adjusting to new ways of living, and frequently having to make new friends because of the move. From the time I was little, I was very independent, always encouraged to try new things, and never stopped from taking the non-traditional path. My grandparents were both a part of a garment-tailoring institute in India. That was my first exposure to sewing, embroidery, and fashion in general. When everyone around me considered engineering or medicine for their careers, I chose Home Economics with a major in Fashion. Studying fashion and working in the garment industry made me the happiest of all things. Thanks to my upbringing, leaving India and moving to a whole new world didn’t seem too scary. I moved to the US about twenty-five years ago and started my company about ten years ago.
Can you share the most interesting story that happened to you since you began leading your company or organization?
Honestly, the most interesting thing happens more often nowadays — seeing Svaha fans in the street, stopping them, and introducing myself! Because I collaborate so closely with our designers on each print, it’s really easy for me to spot pieces from our line even from far away. Sometimes, they even recognize me first! I love meeting our fans and hearing everyone’s individual story, and learning about the important moments where people wear Svaha. It’s the best!
We often learn the most from our mistakes. Can you share one that you made that turned out to be one of the most valuable lessons you’ve learned?
Every mistake is a learning experience. I don’t have one big mistake that I can point to, but my many small mistakes have taught me so much. As a small business owner, you’re always tempted to do everything yourself, but when I try, I often fail or spend more time doing whatever it is than if I had just delegated it in the first place. I can’t be an expert at everything, and I don’t have enough hours in the day, so I bring the best of the best onto my team and surround myself with brilliant, hardworking people. I hope other business owners can learn from this and get more help!
As a successful leader, it’s clear that you uphold strong core values. I’m curious what are the most important principles you firmly stand by and refuse to compromise on. Can you share a few of them and explain why they hold such significance for you in your work and life?
I believe in gender equality — and that goes both ways. I’ve taught my children to do whatever they want to do; my daughter, who loves space and robotics, and my son, who loves cooking, are able to be themselves, and I want to help people do that with Svaha. Our clothes aren’t labeled ‘men’s’ and ‘women’s’, because anyone should be able to wear what they want and express themselves. I also believe that if you take care of other people and living things, good things will come back to you, karma. That’s why I visit our factories myself to ensure ethical working conditions, work with organic cotton and biodegradable dyes as much as possible, and treat my employees well. I want to make a positive difference in the world. Svaha clothing brings joy to so many people because of the designs and because they carry the positive energy of all the happy people who are involved in making them. These values are non-negotiable for me.
What inspired you to start a purpose-driven business rather than a traditional for-profit enterprise? Can you share a personal story or experience that led you to prioritize social impact in your business?
I didn’t sit down one day and say, “I want to start a purpose-driven business.” I just wanted to buy my daughter an astronaut shirt. When she was two and a half, she told me she wanted to grow up to be an astronaut. I went to the girls’ section and found pink, glitter, and cute sayings. I went to the boys’ section and found rockets, space, and dinosaurs. That disconnect bothered me deeply. The clothing was quietly telling her who she was allowed to be. So I started making what I couldn’t find. That moment, standing in a store, realizing there was no space-themed clothing for my space-obsessed daughter in the girls’ aisle, was the catalyst for what became. That’s why we’re called Svaha — it’s my daughter’s name. Without her, we wouldn’t be here! I have a Ph.D. in fashion merchandising and consumer behavior. I’ve worked in buying and manufacturing. I understood the industry. And what I understood very clearly was this: clothing is never “just clothing.” It shapes identity. When my daughter recently attended an all-girls NASA space camp, over a decade after I first made her that astronaut shirt, I saw the long arc of that early decision. Back then, I refused to let her internalize the idea that space was not for her. Today, she talks about becoming an aerospace engineer. Over time, I’ve heard from women on the spectrum who finally felt “seen” in a bright dinosaur dress. From customers with sensory sensitivities who appreciate our tagless construction. From professionals who say wearing their interests has changed how they carry themselves. These stories reinforced that this was never just a for-profit exercise; it was about impact. Now, we aren’t just about STEAM, we make clothes for everyone who wants to go ‘off the beaten path’, whether they’re LGBTQIA, they play Dungeons and Dragons, or their nose is always in a book.
Can you help articulate a few of the benefits of leading a purpose-driven business rather than a standard “plain vanilla” business?
Stronger Loyalty
When you lead with purpose, customers connect to the mission, not just the product. That creates long-term loyalty instead of transactional buying.
Clear Differentiation
In a crowded market, purpose is positioning. We’re not just “another clothing brand”; we stand for education, ethical production, and identity expression. We’re genuine, not performative.
Built-In Storytelling
A purpose-driven business naturally generates real stories, customer impact, cultural conversations, and collaborations, which create credibility and organic press momentum.
Internal Alignment
It’s easier to make decisions. When you have a mission, you don’t chase every trend. You filter opportunities through values. That protects the brand long term.
Impact Beyond Revenue
Profit is important. But when the work changes how people see themselves, especially girls in STEAM, that impact compounds in ways a standard business never can.
How has your company’s mission or purpose affected its overall success? Can you explain the methods or metrics you use to evaluate the impact of this purpose-driven strategy on your organization?
Our mission has absolutely shaped our success, not as a marketing layer, but as the engine behind the brand. Because Svaha exists to challenge gender stereotypes and make STEAM visible through fashion, every decision filters through that lens. That clarity has helped us stand out in a very crowded apparel market. We’re not trend-led. We’re interest-led. And that makes our positioning much stronger. In terms of impact, we look at both quantitative and qualitative metrics. Quantitatively, we track:
Repeat purchase rates
Sell-through on mission-aligned collections
Growth of our adult line after starting in kids
Community resale activity (which reflects product longevity and loyalty)
Qualitatively, we pay very close attention to customer stories. When someone tells us they finally felt seen wearing a science-themed dress, or that their child felt proud wearing something that reflected their interests, that’s impact. And over time, that emotional connection translates into retention, referrals, and organic growth. We also evaluate the quality of earned media. When coverage focuses on the cultural issue we’re addressing, not just the product, that tells me our mission is resonating. Ultimately, purpose has made the brand more defensible and more durable. We were able to survive COVID when a lot of other businesses had to shutter. We have a job to do, and nothing will stop us from doing it!
Can you share a pivotal moment when you realized that leading your purpose-driven company was actually making a significant impact? Can you share a specific example or story that deeply resonated with you personally?
I was in Alabama while my daughter was at space camp, and we organized a small breakfast with local customers. One woman told me she had always felt “different” and uncomfortable standing out. She bought a bright rainbow dinosaur Svaha dress almost on a whim. When she wore it, she said she felt more alive than she ever had before. She decided that would be her signature style from then on. That was the moment I understood that this was bigger than apparel. When someone tells you your product helped them feel confident in their identity, you realize the mission is working. And that’s when I knew we weren’t just selling dresses. We were helping people feel seen.
Have you ever faced a situation where your commitment to your purpose and creating a positive social impact clashed with the profitability of your business? Have you ever been challenged by anyone on your team or have to make a tough decision that had a significant impact on finances? If so, how did you address and reconcile this conflict?
Yes, and if you run a purpose-driven company long enough, that conflict is not hypothetical. It’s constant. One clear example is sustainability. Using organic cotton, responsibly managed dyes, and ethical factories is more expensive. There are easier, cheaper ways to manufacture apparel. But from the beginning, I was not willing to compromise on how our products are made. I’ve absolutely had conversations where someone says, “If we manufactured this in a different factory,” or “If we simplified this process,” margins would improve. And they’re not wrong. But I always come back to one question: If we dilute the values, what exactly are we scaling? Another example is resale. Our customers created a Superfan Buy–Sell–Trade community where they resell their used Svaha dresses. From a pure revenue standpoint, you could argue that resale cannibalizes new sales. But I chose to support it rather than shut it down. Why? Because durability and sustainability are part of our DNA. If our clothing can live multiple lives, that reinforces the quality and values of the brand, and the community is now a rich resource for customer feedback and UGC. These decisions have short-term financial implications. But long-term, they build trust. And trust compounds. Profit matters. It keeps the lights on. But purpose is the guardrail. If we ever cross that line, we stop being who we said we were. And in my view, that costs more than any margin adjustment ever could.
What advice would you give to budding entrepreneurs who wish to start a purpose-driven business?
I would say, be genuine about what your purpose is, and always look to it as your north star. No matter how it turns out, you will sleep peacefully and know you made a difference, even if it was small.
What are your “5 Things You Need To Create A Highly Successful Purpose-Driven Business”? If you can, please share a story or example for each.
1. Be Clear About the Line You Won’t Cross
A purpose-driven business only works if you know what is non-negotiable. For me, that was refusing to reinforce gender stereotypes in apparel. It would have been easier to follow traditional merchandising rules, pink for girls, science for boys, because that’s what historically sells. But once you decide your line, you cannot quietly step over it when numbers dip. Purpose requires boundaries.
2. Make Your Purpose Operational, Not Emotional
It’s easy to talk about empowerment. It’s harder to build systems around it. For example, inclusive sizing wasn’t an afterthought; it’s built into our production strategy. Deep pockets aren’t a marketing bullet; they’re designed into the garment from the start. If your purpose doesn’t show up in product design, sourcing, hiring, or partnerships, it’s just language.
3. Let Customers Become Proof
One of the most powerful things we’ve seen is customers organically building their own resale community. That wasn’t a campaign we engineered. It was evidence that the brand had real staying power. When customers advocate for you without being prompted, your purpose has traction. Success isn’t just sales velocity; it’s voluntary advocacy.
4. Don’t Chase Every Opportunity
Purpose-driven brands have to say “no” more often than “yes.” We’ve turned down ideas that might have generated quick revenue but diluted the mission. The discipline to filter opportunities through your values protects long-term positioning. Growth without alignment creates brand confusion.
5. Think Long-Term Cultural Impact
The biggest lesson is this: purpose-driven businesses compound differently. You may not always grow the fastest, but you grow with depth. Media coverage that focuses on cultural change instead of just product features builds authority. When your brand stands for something specific, it becomes harder to replace.
I’m interested in how you instill a strong sense of connection with your team. How do you nurture a culture where everyone feels connected to your mission? Could you share an example or story that showcases how your purpose has positively influenced or motivated people on your team to contribute?
First, I specifically hire people that I know will resonate with our culture. So many of my employees have tattoos, go to comic book conventions, have interesting backgrounds, just like me…I encourage them to be themselves at work, and they are happier, more creative, and more engaged because of it.
Imagine we’re sitting down together two years from now, looking back at your company’s last 24 months. What specific accomplishments would have to happen for you to be happy with your progress?
I want to keep growing as a company. I can look back to two years ago, and we were a totally different organization than we are today, almost unrecognizable; I hope two years from now, I’ll be able to do that again! Also, we do a ton of charitable prints and fundraising contributions, but I want to do even more starting this year — I already have some awesome partnerships in the works that will make a difference in the world!
You are a person of enormous influence. If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger. 🙂
I hope that is already happening! I am most proud of the fact that we’ve built Svaha into more than just a clothing brand — it is a movement around inclusivity and innovation. We have been able to challenge gender stereotypes in children’s apparel and create designs that celebrate scientists, math, history, etc irrespective of the gender of the person. I hope this inspires the next generation of researchers, engineers, scientists, and writers who move our society forward and find solutions to the many problems the world faces.
How can our readers further follow your work or your company online?
Website: https://svahausa.com
Instagram: https://www.instagram.com/svahausa/
Facebook: https://www.facebook.com/svahausa
Pinterest: https://www.pinterest.com/svahausa/
This was great. Thanks for taking time for us to learn more about you and your business. We wish you continued success!
Thank you for these fantastic insights. We greatly appreciate the time you spent on this.
About The Interviewer: Chad Silverstein is a seasoned entrepreneur with 25+ years of experience as a Founder and CEO. While attending Ohio State University, he launched his first company, Choice Recovery, Inc., a nationally recognized healthcare collection agency — twice ranked the #1 workplace in Ohio. In 2013, he founded [re]start, helping thousands of people find meaningful career opportunities. After selling both companies, Chad shifted his focus to his true passion — leadership. Today, he coaches founders and CEOs at Built to Lead, advises Authority Magazine’s Thought Leader Incubator.
Purpose Before Profit: Jaya Iyer Of Svaha USA On The Benefits Of Running A Purpose-Driven Business was originally published in Authority Magazine on Medium, where people are continuing the conversation by highlighting and responding to this story.