Silver Aisle: A meaningful wedding gift experience

Yanika Amarasekera 

By Divya Thotawatte

Sri Lanka's pioneering wedding registry and an online gifting platform, Silver Aisle, offers a thoughtfully curated collection of gifts and brands for customers to select from. It is the brainchild of the 28-year old dynamic tech entrepreneur, Yanika Amarasekera. It is designed to deliver a unique, convenient and satisfactory gifting experience, providing a flawless avenue for those wishing to send gifts to Sri Lanka, whether they reside overseas or within Colombo. Here are excerpts of an interview with Yanika on Silver Aisle and her entrepreneurial journey.

Q. To start off, could you tell us about the inspiration behind Silver Aisle?

A. It all started during a casual conversation with my parents when a recurring joke resurfaced as they were getting ready to attend a wedding. My parents often joked about having received ten tea sets and ten electric irons as wedding gifts, and we were curious to know how many electric irons and tea sets the newlyweds would be gifted. This seemingly ordinary conversation turned out to become the 'eureka' that launched Silver Aisle.

Having previously resided in California and London, I was already familiar with the concept of an Online Wedding Gift Registry. I found it surprising that it had not yet found its way to Sri Lanka, particularly considering our vibrant wedding culture.

The more conversations I had with people, the more I came to realise that everyone had their own version of the 'ten-tea-sets' dilemma. In essence, newlyweds were either burdened with multiples of the same item or received gifts that didn't quite match their preferences or needs.

 

Q. What are the key services offered by the company?

A. We offer two distinctive services at Silver Aisle: The Wedding Gift Registry and Silver Aisle Gifting.

The registry commenced operations in early 2020, but the launch unfortunately coincided with the onset of the COVID outbreak, leading to indefinite wedding postponements. During the first lockdown, and in-need of a plan B, an additional service on our platform, Silver Aisle Gifting was born.

The latter is a gifting service catering to all occasions, and features thoughtfully curated collections spanning from exquisite flowers and delectable sweet-treats to unique experiential gifts and dining experiences. The brand’s ethos was and still is, to provide both locals and Sri Lankan expatriates with an elegant, trustworthy, and stylish platform to express their love through gifts.

Q. How does the Silver Aisle wedding registry work?

A. The wedding registry simplifies gift-giving for couples and their guests alike.

Couples simply create a free registry with us in a matter of minutes. Thereafter, they browse through our extensive (yet curated) product portfolio, consisting of over 2,500 products across 30 leading local and international brands. Next, they add their desired items to the registry with a single click.

Couples subsequently share their registry with wedding guests via the invites. Loved ones, in turn, log into the couple's registry and effortlessly select and purchase the gift(s) they desire. Finally, Silver Aisle manages the logistics and ensures the beautifully wrapped gifts are delivered to the newlyweds on a date of their preference.

Q. What are the benefits for soon-to-be-weds to have a bridal registry?

A. There are many. Firstly, couples enjoy a wide range of choice, breaking free from the constraints of a single vendor or aesthetic. This also includes the option of featuring a Honeymoon Fund or an overseas Travel Fund on their registry, which is our newest offering.

Secondly, it's incredibly convenient. The entire process is online, allowing the pair to create their dream registry from the comfort of their homes. Likewise, wedding guests can purchase gifts with just a few clicks, and not worry about delivery or gift-wrapping logistics.

Thirdly, we prioritise quality above all else. We do the hard work on behalf of the newlyweds to ensure the items featured on the site are of great quality.

Finally, our unique pooling function allows guests to contribute to higher-value items, making essential, yet expensive household necessities, such as a refrigerator, more attainable for the newlyweds as they start their new life together.

Q. How do you see your business making a difference in Sri Lanka?

A. We bring practicality, convenience, and efficiency to a process that can occasionally be inefficient. Registries, for example, spare couples the hassle of receiving multiples of the same item or items that may not quite suit their taste. Yet, through the registry, the magic and tradition of gifting remain intact, making it more heartfelt than simply offering cash.

Q. Are there any product/service additions to your business that you are currently excited about?

A. Yes––the Honeymoon and Travel Fund available on the wedding registry through our partnership with Classic Travel.

Most young couples prioritise travel and creating memories over physical gifts. However, unfortunately, these dreams can oftentimes be stifled due to budget constraints and hefty wedding related bills. This new feature offers an exciting way for loved ones to contribute towards turning their travel dreams into reality.

The best part is they don’t even need to travel immediately after the wedding, we keep the fund open for 2 years for their convenience.

Q. As an ecommerce business, how do you ensure good customer service?

A. We infuse a personal, human touch into every step of the journey. For instance, on the gifting side of our platform, our team meticulously quality-checks each item, whether it is cake, flowers, or balloons, before dispatch. Our delivery team then shares another photo prior to handover, and finally, unfailingly greets the recipient with a warm smile. While technology plays a crucial role, our commitment to unwavering quality, attention to detail, and responsive client support ensures that our customers feel valued and heard.

On the registry side, each couple has an accounts manager, who will update them on the items purchased, liaise with guests, who may seek offline support, and assist them as and when necessary.

Q. Can you share any stories or customer experiences that highlight the value of your services and products?

A. Oftentimes when wedding guests use our site, they are pleasantly surprised by the seamless experience. What might otherwise have involved visiting a physical store, selecting a gift, handling wrapping and transportation, could now be accomplished online in just 2-3 minutes. We often receive calls from guests after their experience, with exclamations such as, 'Is that all?’. When we respond with a resounding 'yes,' they frequently express, 'That was so easy!' or 'I wish I had known about this when I was married!’

Q. Since the concept for Silver Aisle is fairly new to the country, what challenges have you faced in introducing it to Sri Lankan customers and how did you overcome them?

A. The biggest challenge thus far has been the necessity to shift consumer behaviour, as the concept of an online wedding registry was entirely novel, and consumer behaviour doesn't change overnight. However, we have observed that as more couples and guests experience the convenience and efficiency of our service, the word-of-mouth effect has played a significant role in gaining traction and gradually overcoming this challenge.

Q. What are the primary goals and milestones you intend to achieve with your business?

A. I’d love for the Registry to become a standard practice in Sri Lanka, which is gradually becoming a reality. As for Silver Aisle Gifting, the hope is to expand it overseas.

Q. How would you describe the journey and success of Silver Aisle so far?

A. It's been a journey filled with many ups and downs. Learning to run a business is itself a challenge, and as in every other business, managing it during a pandemic, fuel crisis, and financial crisis has been especially demanding. Nevertheless, I’m grateful that it forced me to learn certain lessons speedily, which might have taken me many more years to learn under different circumstances.

You may explore Silver Aisle’s remarkable services through -https://www.silveraisle.com/