It's the V Factor in her versatile personality that helps building a brand, be it a hand-woven saree or a hand-crafted piece of jewellery or a delicious dish. It is an altogether different feel that her clients experience and that makes the difference in each of her distinguished engagements. As founder of ‘The V Factor', a marketing advisory services company, she not only curates events in her own style, making them stand apart, but also gives a special ‘Vaishali' touch to all that she's associated with. With her rich taste for art and her undying love for the handcrafts, she meticulously indulges in bringing vivid and rare forms to the doorsteps of Goans. Meet Vaishali Joshi, the brain behind the ‘V' factor.
After her recently curated heritage revival event at Casa Sancheti, Vaishali's next (ad)venture is about ‘The Christmas Story', an exclusively curated shopping and gifting display of household articles and personal effects by Artisan's Bazaar along with a special Christmas collection preview by Twelve AM:PM on December 8 at Taj Vivanta in Panaji.
Speaking about her recent heritage revival event on November 25, where a combined display of two brands - ‘Binaav', the ethnic boutique that deals with hand weaves and ‘Sutra', which is specialised in weaving and handcrafted apparels, took place, she shares, "There were Sandur Lambadi hand embroidered sarees, Gond hand painted sarees, Indonesian Batik print sarees, Indonesian Batik kurtas, Sujani (embroidery from Bihar) hand embroidered kurti pieces, Hand painted dupattas, Phulkari hand embroidered kurta pieces and fashion jewellery too. We had a fabulous feedback from visitors as the who's who in Goa marked their presence for this offbeat event, although the quaint location in North Goa was a bit remotely placed." Vaishali adds that she had also arranged a weaver, Abdul Qader from Maheshwar to demonstrate hand weaving with his table loom and also deliver a talk on the subject.
Curating exclusive stuff in sarees or apparels, jewellery or food pop-ups, Vaishali organises store launches and accepts brand developmental assignments too. Her firm has become the ‘go to' choice for companies and individuals, wishing to introduce their products in Goa. After getting married into the business family of the Joshis - Vaishali whose work had taken her to places across India - has embraced this little state as her home.
When it comes to her profession, she is a perfectionist who believes, ‘Detailing is the ‘in thing' in all spheres of life, especially in today's competitive market.' "Art, in all its forms, is divine. Adding beauty to our lives, it enriches the quality of our living," feels Vaishali.
"I am passionate about preserving the dying art forms in India and this compels me to introduce them through my exhibitions, talks and workshops wherein the artists and artisans display their work and also demonstrate live, how much labour of love goes into it while it's being crafted," she adds.
A postgraduate in Physics, Vaishali has masters in management studies from BITS Pilani and has had stints in diverse vocations - ranging from advertising to entrepreneurship and marketing consultancy to teaching. "But close to my heart is my involvement with the activities of - Prafulla Dahanukar Art Foundation, the National Association for the Blind (NAB), SPICMACAY and the Sadir Theatre Festival, in Goa as they help me reach out to the society," she admits. Deeply passionate about music and theatre, Vaishali has been privileged to share theatre art space with stalwarts like Satyadev Dubey and Sunil Shanbhag, in Mumbai. Back in Goa, she acted in Konkani television serials and also did umpteen Marathi plays and music stage shows.
Her performance in Oscar Wilde's The Importance of being Earnest has been much admired. Keeping herself engaged in soul-searching passions, gourmet cooking and physical training being two on her unending list, for Vaishali, who recently shot for a Hollywood production, Swords and Sceptres, sky is the ultimate limit.
