Presenting the amazing conversation with Dhwani Pokar, Principal architect & AMP; Co-founder of Fether, the Design Studio- Bhuj. We talked about her industry, her entrepreneurial journey, life in general, and what it’s like to be a landscape architect in India. In this blog, I’ve penned down all the takeaways from her interview.

 

Enjoy! And let me know what resonates with you.

 

Dhwani’s Entrepreneurial Journey

When asked about how she stepped into entrepreneurship, she said that it was purely organic. She never had a solid plan to start her own firm. Thanks to her cousin who first introduced the idea of taking up independent architectural projects.

Both had a good connection since childhood. Eventually after his return from the United Kingdom equipped with a degree in project management, and with a zeal to start something of his own. Things started to fall into place.

Her cousin and she had a good sense of and taste in design and their discussions revolved around landscaping, materials, designs, sustainability, and all the topics related to landscape architecture. Thus, a partnership between the two was the next step forward and their individual expertise made for a great one.

Talking about the initial days of the firm, she mentions that they had a plan to start the firm in a big city like Ahmedabad. They tried a marketing platform at a nominal rate of Rs. 15k/month. Through that, they onboarded their first client in Bhuj.

That client turned out to be their biggest success story.

They’re designing his 3rd home now and that sure makes him their lucky client!

How to Find the “CONNECT” With the Client?

Dhwani mentioned that their company’s USP is to connect with the client. In her industry, connecting with the client and understanding his/her requirements is very important because it’s to do with “home” that is built once in a lifetime.

Their USP is their unique & well thought out design of their questionnaire, which helps them understand the likes and also gives a glimpse of the client’s personality. These are the things that are generally included in their questionnaire:

• Favorite cuisine
• Hobbies
• Dream destinations
• Personality (introvert/extrovert)

 

Information like this help understand the psychology of the client & helps cater to their specific needs.

 

The Event that Shaped her Career

While doing her master’s in landscape architecture, she was always afraid of one of her professors (you know those strict ones). She never took his course because she presumed that his expectations would be high from his students. While looking for a landscape project, on one fine day she got a call from him about an opportunity to work for one. And that project turned out to be one of the biggest ones in her career.

 

He informed her that there was an event, and she could get a very good project if she managed to convert them. Luckily, she got the opportunity, it was a 3-year contract which is still going on. In another case, an opportunity to work with high-profile government officials, very talented and experienced architects, and a lot of inspiring personalities from Bhuj, presented itself.

 

She firmly believes in manifestation, and everything happening for her was purely a result of that.

Partnership & Business

According to her, “If you are focusing on something big, you need someone with the same energy and mindset”. A dream alone is a dream, a dream together is a reality. Picking the right person is also very important, as important as a life partner.

 

There are many day-to-day operations that need the utmost energy, dedication, and supervision, and a person cannot handle them single-handedly when the company is having multiple high-profile clients.

For architects particularly, one needs to visit sites, talk to clients, and manage projects. She feels that her partner plays a very important role in adding immense value and in bringing perfection to all these tasks.

Challenges & Lessons

The biggest challenge her partner and she had faced was when the business had just started. The problem of “right-costing”. Initially, in some cases, the company’s budget did not match the client’s budget.

They analyzed this problem and came up with a very efficient solution, which was,

• Create a 3-D model of the space they are going to design
• Finalize the materials, and their quantity needed.
• Do the budgeting with utmost accuracy. BOQ (Bill of quantity) is generated after 3D designing.
• Propose that budget to the client.
• If it’s a hit, they’re good to go. If not, they balance it.

They said they regularly visit the nearby vendors, to see what new additions have been made and explore new trends. This helps them find economical alternatives as well.

Her message to the world
“Whatever your heart says, do that. There will always be some doubt about whether it will work but trust your idea! “However stupid it may seem.

Never let your doubt overcome your ability and ambitions. Set your goals, be confident, work hard, keep running, and make your dreams your reality.

Adding to this, she also mentioned that “You should never settle for something ordinary, dream big!”

She’s always looking for something bigger than what she has achieved in the past.

“I never get satisfied with what I did. Even though my clients love it. I always keep innovating & running” she shared.

Understanding Landscape Architecture
“Landscape architecture is not gardening.”

Answering the question, she busts the biggest myth around landscape architecture, that it’s not gardening. People often confuse this form of architecture with just adding flowers and plants in a space, but it’s not true.

She clarifies that this form of architecture is all about connecting humans to nature. Landscaping is how you feel when you are outside of your home.

It’s about flora, fauna, lighting, butterflies, and much more. It can be looked at from two perspectives, macro & micro. From designing residential garden spaces to wrapping up skyscrapers with green veins, everything comes under landscape architecture.

Why Landscape Architecture?

This form of architecture is wilderness in practice. It is much more than a conventional form of architecture because there’s an emotion embedded in it.

There must be an emotional connection between nature and residents, which is the sole purpose of this. It is sometimes known as “immediate nature” for the very same reason.

How one’s immediate nature is going to be, is all we need to understand.

Your Architectural Services

She mentions that her firm expands its services to a wide range of designs. Not only Landscape architecture, but they also take up commercial design projects as well. They do greenhouse design as well. They try to make spaces more sustainable, connected to nature & eco-friendly to the highest extent.

Dhwani’s Role Models
To deal with multiple horizons of life, she has multiple role models,

1. Her parents & in-laws:
According to her, being a female working entrepreneur is tough for Indian women, but she’s very lucky because she has got super supportive people having her back.

2. One of her professors
One of her professors from her undergrad years guides her and gives her regular suggestions about some exams, and various certificates.

3. Bjarke Ingels, a Danish
A Danish architect, founder, and creative partner of Bjarke Ingels Group (BIG). In 2006 he founded Bjarke Ingels Group, which grew to a staff of 400 by 2015. Since 2009, Ingels has won numerous architectural competitions.

In 2011, The Wall Street Journal named Ingels Innovator of the Year for architecture,[1], and in 2016.The Time named him one of the 100 Most Influential People.

What do Customers Need From a Landscape Architect?

Answering this, she says, all the architects must understand one thing,

“That you might have numerous clients to work with, but the clients have only one home that they’ve to build.”

The clients should feel comfortable about sharing what they want. Money, planning, and budget are secondary, and customer satisfaction is the first. The basic expectation of customers is getting their vision of life, not your vision to their life.

Rapid Fire

Top 3 Best Materials for Interior Design

Most of her clients prefer natural materials. Cane and bamboo are trending these days. Stone and finished tiles are also used widely.

Her Goals

International collaboration in design. She wants to experience what it’s like to work with people from different countries.

Why sustainability is so important in your profession?

Catering for one thing and destroying the other will not help us grow. The future demands sustainability and we must adopt it.