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In this episode, Jaya Iyer of Svaha, a company known for their STEAM prints and dresses with pockets, talks about the lack of science and tech-themed clothing (especially for children), how personal of a choice clothing is, and the importance of expressing yourself and shattering stereotypes and social norms. A Word From Our Sponsor: This episode is sponsored by Crickstart. They make organic cricket protein bars, gourmet crackers, and fruit smoothie mixes made with organically farmed crickets and other delicious wholesome ingredients. Visit crickstart.com and get 20% off with promo code GREATERTHANCODE! Panelists: Rein Henrichs | John K. Sawers Special Guest: Jaya Iyer: @SvahaUSA | Facebook | Svaha Retailing in Emerging Markets Textbook Show Notes: 01:11 – Jaya’s Superpower: Changing situations for the better. 02:54 – What does it take to change things? 99 Percent Invisible - Pockets: Articles of Interest #3 06:37 – The Lack of Science and Technology-Themed Clothing (Especially for Children) 08:30 – How Personal of a Choice Clothing Is -- The Importance of Expressing Yourself and Shattering Stereotypes and Social Norms 25:07 – Breaking Existing Customer Feedback Systems in Order to Expand 30:06 – Starting a Business like Svaha Svaha Kickstarter Campaign 39:03 – Coming in 2019.... 41:34 – Business Challenges Reflections: John: How important it is to have clothing that can really express who you are and validate the parts of your identity that you want socially validated. Rein: All opportunities are unique to everyone. Jaya: The first time you fail does not mean you will fail every time. Never give up. Want to help keep us a weekly show, buy and ship you swag, and bring us to conferences near you? Support us via Patreon! Or tell your organization to send sponsorship inquiries to mandy@greaterthancode.com. Are you Greater Than Code? Submit guest blog posts to mandy@greaterthancode.com Please leave us a review on iTunes! This episode was brought to you by @therubyrep of DevReps, LLC. To pledge your support and to join our awesome Slack community, visit patreon.com/greaterthancode. To make a one-time donation so that we can continue to bring you more content and transcripts like this, please do so at paypal.me/devreps. You will also get an invitation to our Slack community this way as well. Amazon links may be affiliate links, which means you’re supporting the show when you purchase our recommendations. Thanks! Transcript: REIN: Welcome to Episode 109 of the Greater Than Code Podcast. I'm Rein Henrichs. I’m here with my good friend, John Sawers. JOHN: Thanks Rein and I'm here to introduce our guest, Jaya Iyer. Jaya is originally from India, however, she was inspired to live the American dream. She moved to the US from India carrying nothing but a backpack of her belongings, along with the mountain of ambition. She worked hard, obtained a PhD in Fashion Merchandising from Iowa City University. She taught fashion buying and wrote a textbook in the fashion and in emerging markets, which is widely used in universities. She's also worked in apparel manufacturing and exporting. She's a former apparel buyer for the cult favorite, ThinkGeek which I love, thanks to the inspiration from her daughter. Jaya founded Svaha and became determined to change the landscape of apparel. Jaya is the proud mother of two young children and enjoy nurturing her children's interest through fashion, adventure, science and social responsibility. She is a world traveler and an artist. Welcome to the show, Jaya. JAYA: Thank you so much for having me. JOHN: The question we always start the show with is, what is your superpower and how did you acquire it? JAYA: I think that my superpower is being able to change any situation for the better. For example, the whole idea of how I started this company was a situation that I was put into by my daughter.