For as long as I can remember—perhaps since the time I had three bespoke wedding dresses made in an atelier tucked away in New Delhi—I’ve been drawn to the intimacy, artistry, and quiet precision of atelier craftsmanship. Even before I knew where SHE OFFICIEL would lead me, I was certain of one thing: I didn’t want to mass-produce. I wanted to create. I wanted to collaborate. I wanted to work with an atelier.
Whether in fashion or footwear, the dream was always to work closely with artisans who understood design not as trend, but as expression. I’ve always been obsessed with clothing—particularly pieces rich in texture, contrast, and shape. I’m endlessly fascinated by how such beauty comes to life by hand.
So it’s no surprise that SHE OFFICIEL is built on an atelier model. But finding the right one was like searching for a needle in a haystack. Not just any team would do—my designs are unconventional, unpredictable even, and not every atelier is open to the unfamiliar.
Our atelier in Ukraine wasn’t just open to the idea—they were excited by it. They weren’t being approached with new challenges, and they were hungry to stretch their creative capabilities. They had the skill, the experience, the intuition. All they needed was the spark—and we found that in each other.
Of course, I was hesitant at first. The usual fears crossed my mind: what if they take the idea and run with it? But in this process, I’ve learned to trust—trust in the people I work with, trust in the integrity of the creative process, and most of all, trust in the power of releasing ideas into the world before perfection holds them hostage.
Each pair of shoes we create is intricate, time-consuming, and deeply intentional. That’s why we’ve chosen to slow down. To take control of our own rhythm in a fast-paced, impatient industry. In a world where speed often trumps soul, we’ve leaned into our own pace, where artistry takes precedence over volume.
Made-to-measure footwear—especially trainers—is rare. Not because it’s impossible, but because it’s inconvenient in a culture of instant gratification. That’s why we don’t bank on being “special.” We simply do what makes sense for us as artists, as a business, and as human beings who care deeply about craft.
We choose not to overwork our artisans, because burnout kills beauty. We choose to know the people we design for, to fit their shoes as if they were stories—personal, purposeful, and worn with pride.
This may not be a forever model. It may raise eyebrows, stir questions, and go against the grain of traditional business logic. But I like to think we’ve created a small, beautiful universe—where shoes are made slowly, with love, by a tribe of artisans who thrive on challenge and are fulfilled by a pace that honours both their talent and their time.
One client at a time. That’s the rhythm we move to. And for now, that’s exactly where we belong.
