The handicraft industry in Sri Lanka weaves together economic opportunity, cultural heritage, and artistic expression, enriching lives and preserving tradition. The industry thrives under the guidance of visionary leaders who recognize its immense cultural and economic significance. These leaders champion innovation, sustainable practices, and market expansion, ensuring the industry's continued growth and global competitiveness. By fostering collaborations, providing training opportunities, and advocating for artisan rights, they empower craftspeople. Their foresight and dedication are integral to sustaining the industry's legacy and driving its future prosperity.

Kirushanthi Shobethan, Co-founder and COO of Vonderly is an Agricultural Alumna on a journey that knows no bounds. Kirushanthi, who grew up in agriculture, moved from the soil to the vibrant world of handicrafts, following her passion. Kirushanthi has leveraged her firm to not only turn her creativity into a thriving business but also to create numerous job opportunities, particularly for young women in Jaffna. She aims to inspire the next generation of women entrepreneurs by serving as a living example. In an exclusive interaction with Global Women Leader, Kirushanthi Shobethan enlightens us more about her professional traits and her unique play at Vonderly.

Give us a glimpse of your educational journey and the prior industry experience that you bring to the table.

My educational journey commenced with a Bachelor of Science (Hons) in Agriculture, complemented by a diploma in craft making fueled by a childhood passion for art and craft. Upon completing my BSc, I embarked on an entrepreneurial venture, established a handicraft company with my partner. Seeking to enhance my capabilities, I pursued additional courses from esteemed institutions such as the International Finance Corporation, World University Service of Canada, Global Affairs of Canada, and the Sri Lanka Institute of Marketing. This diverse educational foundation arms me with a multifaceted approach as a business owner, melding agricultural expertise, entrepreneurial insight, and marketing proficiency.

What led you to switch fields and foray into the handicraft industry as an entrepreneur?

The transition from agriculture to the handicraft industry was spurred by observing a gap between the surplus of qualified individuals in agriculture and the scant opportunities in handicrafts. Motivated by the potential for socio-economic empowerment, especially among marginalized groups and women, I dove into the handicraft sector. My agricultural background provides a distinctive viewpoint, enabling me to integrate sustainable practices like equitable wages, social empowerment, and eco-friendly methodologies. By aligning with global trends, my aim is not only to bolster Sri Lanka's economic landscape but also to infuse the handicraft industry with innovation and entrepreneurial vigor.

What led you to establish Vonderly? Tell us about the underlying idea behind the venture and its key areas of specialization.

In 2021, after noticing the remarkable Paper Quilling art at local fairs, I realized there were not enough opportunities for artisans to sell their creations not just online but also in other channels. Motivated by this gap and inspired by the international popularity of paper quilling, I established Vonderly with my partner. Our goals were twofold: to produce high-quality paper quilling crafts and to establish the company as a social enterprise. Working with experienced female artisans, we trained passionate young women, expanding our team and fostering empowerment. As a pioneer company in Sri Lanka's paper quilling, our rapid expansion led us to branch out into other crafts such as ribbon and cloth crafts. In January 2024, we rebranded as Vonderly continuing our commitment to social impact and sustainability, as well as our vision of becoming a comprehensive hub for high-quality Sri Lankan crafts, creating job opportunities, and enriching local communities.

"We remain committed to empowerment & sustainability, ensuring that vonderly not only grows but also has a positive impact on society"

Throw some light on the key responsibilities you shoulder as the company’s Co-Founder & COO.

As Co-Founder and COO of Vonderly, my responsibilities include overseeing daily operations, managing a skilled artisan team, and driving marketing and branding initiatives. Currently, my primary focus is on increasing our global presence and positioning the firm as a premier exporter of high-quality Sri Lankan handicrafts. I prioritize continuous innovation by introducing new designs and techniques, broadening our product offering to include a variety of high-quality handicrafts, and creating new job opportunities. Throughout these endeavors, we remain committed to empowerment and sustainability, ensuring that the firm not only grows but also has a positive impact on society.

In your opinion what have been the biggest ‘wins’ that you have achieved so far in your professional journey? What has been your success mantra over the years?

Our greatest accomplishments have come from pioneering the professional manufacturing and marketing of high-quality paper quilling art in Sri Lanka, particularly by empowering women artisans. Witnessing the positive impact on their livelihoods through wages, professional development, and global exposure is our most significant accomplishment. We've reached customers in more than 15 countries, including notable collaborations in the United States. Winning the pitch-deck competition organized by the Canadian Tamil Professional Association and Canadian Tamil Chamber of Commerce was another significant accomplishment. Winning awards is great, but there's something even more rewarding for me. I get to work with the government and nonprofits to be a leader for young women. This means I get to encourage them to chase their dreams and make a difference in the world. As a leader, I believe success isn't just about building a strong company, it's also about building a better future for everyone, especially women.

My success mantra revolves around self-belief, which empowers not only ourselves but also future generations, particularly women, to pursue their goals relentlessly.

Kirushanthi Shobethan, CO-Founder & COO, Vonderly

Kirushanthi Shobethan, Co-founder and COO of Vonderly is a passionate woman entrepreneur crafting success, empowering Jaffna women, and putting Sri Lanka on the global handicraft map.