Sheetal Kapoor, a successful entrepreneur from Amritsar, India, found her passion for textiles and design later in life after spending years as a homemaker. She started her journey by utilising discarded fabric samples to create kurtas, which she sold on eBay with her husband’s help. This initial success led to the creation of her ecommerce brand, SHREE, which features traditional Indian textiles with contemporary designs. Today, SHREE has a turnover of Dh100 million and a network of over 140 stores globally.
Transitioning from a homemaker to an entrepreneur was challenging for Sheetal, as she had to balance household responsibilities with the demands of running a business. She had to learn everything from scratch, from using a computer to sourcing materials and marketing ethnic wear. Despite facing doubts and skepticism from others, especially as a woman in the business world, Sheetal’s husband supported and encouraged her throughout her journey. His belief in her vision gave her the confidence to take the leap from being a homemaker to an entrepreneur.
In a highly competitive industry like apparel retail, staying relevant requires constant innovation and understanding of customer preferences. Sheetal expanded SHREE to different markets like Singapore, Qatar, Saudi Arabia, and the UAE, adapting her designs to suit local trends and preferences. The brand’s latest offering, the AFIFA Elegant Abaya Collection, embodies elegance, cultural respect, and contemporary style, reflecting the ethos of celebrating diversity and inclusivity.
Sheetal’s success lies in her ability to understand and respond to trends in ethnic boho fashion, which combines traditional design with contemporary silhouettes. Her collections feature vibrant colors, intricate embroidery, and flowy silhouettes that appeal to the free-spirited bohemian vibe. In Dubai, SHREE caters to a diverse clientele by tailoring collections to resonate with the cosmopolitan and multicultural environment of the city. The brand offers lighter fabrics suitable for warmer climates, contemporary cuts, and cosmopolitan styles that align with Middle Eastern aesthetic preferences.
Through her entrepreneurial journey, Sheetal has learned valuable lessons and embraced new possibilities. She prioritizes quality and customer preferences, ensuring that SHREE continues to offer the right products at the right price. Extensive research and understanding of the UAE market have been crucial in the brand’s successful entry into the region. Sheetal’s unwavering commitment to showcasing timeless Indian textiles and craftsmanship has resonated with customers in the UAE, solidifying SHREE’s presence in the market.
