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InterviewFashionPeople

by  Sahira Dharamshi

From Numbers To Seams: About Shreya Juneja

19 May 2025

Shreya’s transition from numbers to seams began in London, a dynamic fashion capital. While pursuing her Master’s in Global Marketing, she quickly realised her passion wasn’t just in marketing tactics, but also in developing and curating products.
Her journey started with a focus on Indian wear, but moving to Dubai marked a pivotal shift. That is when she began designing her own lines for ShopViolla.
Founded in 2013, ShopViolla has brought unique designs, confidence, and quality to Dubai’s ever-growing fashion scene. With a background in styling, Shreya knows how to dress individuals to feel like the most confident versions of themselves. Her client list includes well-known regional names such as Dubai Bling’s iconic Farhana Bodi and Dubai-based Bollywood actor Lisa Ray.
From career shifts to balancing motherhood and entrepreneurship — and her vision for the brand’s future — Shreya and I discussed it all. Keep reading for an inside look at this rising designer.
— Hi Shreya! How did you get into fashion?
— I really got into fashion when I moved to London for my degree. Before that, I was actually studying economics in Bombay. Then I moved to London to do my master’s in global marketing, and that is where everything started to shift. We worked on a lot of case studies about top international brands, and through all that research, I started developing a real interest in fashion.
Being in London also exposed me to global fashion in a completely new way. That is when the switch happened — I realised this was something I truly cared about.
After finishing my master’s, I decided to start my own online business. At first, I was just sourcing garments, but eventually, I began designing and producing my own pieces. When I later moved to Dubai, I continued creating my own garments.
But really, it all started in London — that is where I discovered fashion was my thing. That was the beginning of the journey.
— What does a typical day look like for you?
— A typical day involves a lot of things. It usually starts with calls, order execution, and coordinating with my teams in Dubai and India. We handle Indian wear — embroidery, stitching, and fabrics — in India, and manage Western wear and workwear production in Dubai. I coordinate all of those orders from here.
On top of that, I also have a baby to manage! But my schedule is flexible since I work from home and take appointments from there as well. Day to day, people come in with different needs — it depends on their budgets and requirements. Some need outfits for weddings, others for work, lunches, or casual daywear. So every day is a mix of styling, managing orders, execution, and overall team coordination.
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— Your store is called ShopViolla. How did you come up with the name?
— I loved Violla as a name for my brand — I just really liked the way it sounded. But it was already taken by someone, spelt V-Y-O-L-A. So I changed the spelling a bit, and since it is a shopping website, I added “shop” to it. And that is how it became ShopViolla.
— You've mentioned that for events, you usually design and wear your own clothes. As a designer, how do you handle the pressure of knowing all eyes will be on what you are wearing?
— It is just confidence!
I do follow trends, but I also make sure to do my own research on what is in and what is out. When I am attending an event, I know people are paying attention — the outfit shouldn’t feel outdated, and it has to suit my body type. Ideally, it is something people can relate to — nothing too complicated or over-the-top that feels unapproachable or unrealistic to wear or buy.
I always try to keep it close to what my brand represents — I won’t wear something that doesn’t feel like me. For example, we work a lot with Jaipur prints, so I often wear those as day dresses. If I am going to an evening event or a wedding, I might choose something with embroidery, or a piece that highlights craftsmanship from Rajasthan. I really try to stay true to my brand identity in everything I wear.
— How else do you ensure you stay true to yourself as a designer and not let opinions infiltrate your creative work?
— I have to stay true to my brand identity which is why I always make sure I am wearing my own designs — at least 90% of the time. Unless it is a super last-minute event and I don’t have time to prepare (which is rare), I am usually in something from my most recent collection.
I also love revamping old pieces. For example, I had an old saree from leftover stock, and I turned it into a top and pant set — it worked really well for a show we did at the Address Hotel. I enjoy doing things like that because a lot of people can relate. It shows how you can give old outfits a new life.
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Lisa Ray

— You also create both clothes and jewelry. How do you manage your time effectively to do both?
— It is all because of my team! It is just not humanly possible to do everything on your own — and I realised that much later. In the early years, I was trying to manage everything myself without hiring too many people, so even on the backend, I had very few tailors or support staff.
But obviously, with more manpower, you can do much more. Now I have a dedicated team just for jewelry — within that, we cover silver, fine, and artificial jewellery — and then clothing is handled separately. We have our own tailors, and I also have a manager who oversees that part.
Client work and backend operations are also divided, although sometimes they overlap. For example, when I am doing wedding styling, once the clothing is sorted, I start suggesting jewellery to go with it. But the process always starts with the clothes — then comes the jewellery.
— What keeps you motivated and always looking to develop your own brand?
— This is really important, because it is easy to lose motivation. Not every phase is an “up” — I have seen my share of lows. When I moved from Bombay to Dubai, that was definitely one of them. I had no business, no money coming in, and I was entering a completely new and challenging market.
But I have always managed to stay motivated and positive. I adapted — I changed direction, started learning about Dubai’s culture, figuring out what works, what is missing, and where I could bring something new.
I am also hugely inspired by my mom — she doesn’t take a day off, she is always working. My husband is incredibly hard-working too, and he is doing really well. I make a point to stay connected with people — friends and family — who are workaholics in the best way. Because your environment plays a huge role in keeping you driven.
I stay closely in touch with my team, even on holidays. I do work on breaks — I actually try not to switch off completely. I love taking time off, but not for too long, because long breaks can demotivate me.
But also — I just love clothes. I love jewelry. You really have to be passionate about what you do. That love is what keeps you going.
— How do you find that balance between making sure you have time to switch off?
— You have to take time out. I mean, I have a family, a partner, and a baby — so it is important to switch off. I also make time for my workouts, because health is a priority. In the evenings, I try to step away from work and go for a walk, hit the gym, or go for a swim — that really helps me disconnect.
I try not to work late and usually switch off by six at the latest. I don’t believe in overworking — it leads to burnout, and that eventually shows in your work. For me, it is about doing quality work, and for that, time management is everything. You don’t need to run 24/7 to be successful.
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— Are there any specific designers that have inspired you, or any of your work?
— So many! When I started out, I used to sell pieces from different designers, and being from Jaipur, where handicrafts and textiles are such a big part of the culture, I was always surrounded by that world.
But if I had to name just one, it would be Anamika Khanna. She is incredibly innovative. Her designs are exotic and, in my opinion, impossible to replicate. I absolutely loved her recent collaboration with H&M — I thought that was amazing.
There are also so many designers in Delhi and across India doing beautiful, chic work — blending traditional elements with modern aesthetics. But if I had to choose one standout, it would be her.
— You do a lot of custom designs. How do you make sure you get all the details correct for clients?
— Custom designing is the toughest part of my business. Compared to that, jewelry is honestly a piece of cake!
When I am working on custom pieces, I make sure I have all the right and most up-to-date measurements, especially if the client is based locally. I try to meet with them in person, although some are too busy. But for most of my custom clients, I make it a point to take the measurements myself and always leave enough margin for alterations.
90% of the time, everything goes smoothly, but with custom work, there are always some tweaks needed. That is why I have a reliable team here for any necessary alterations.
Since I get a lot of custom orders — especially during festive seasons — I make sure all the details are clear from the start. If the client is nearby, they sometimes send samples, which helps a lot. I do men’s clothing as well, and in those cases, I try to replicate exactly what is needed to avoid too much back and forth.
— It is always important to feel confident in whatever you are wearing. How do your designs help empower the people wearing them?
— When I am styling and designing for someone, I always suggest what will suit their body type — the goal is for them to feel confident in what they’re wearing. I am not here just to sell clothes. It is not about the money, and I am not running a startup. What matters to me is that when they step out and meet their friends, they feel great — and ideally, get some compliments too!
Since I have styled celebrities, I know how to make anyone look good — no matter their size. I genuinely enjoy styling everyone, from size zero to plus sizes, and I know how to highlight what works best for each body type. I will also always be honest if something doesn’t suit them.
My suggestions are always based on what flatters their shape and makes them feel good. And more importantly, I really encourage my clients to reuse their garments. I try to create pieces they can wear more than once, because otherwise, there is just so much unnecessary waste.
— Where do you see ShopViolla going in the next few years?
— During my pregnancy and while taking care of my baby, there was a period when I couldn’t travel much. But now, I am ready to start doing more international shows. I want the brand to grow and gain more recognition globally.
The online space has become really tough — it is not like it used to be. We had a strong customer base in the US and Canada, but that dipped during COVID. Online is extremely competitive now.
On the other hand, the shows I have done locally have built a strong presence for the brand in both Dubai and India. I want to get back into doing more of those — and traveling for them. I am especially interested in exploring new markets like Nairobi, Hong Kong, Bahrain, and Saudi Arabia. I would love to establish a physical presence in those regions as well.
And ultimately, I want to open a physical store in Dubai. I just haven’t had the time to focus on that until now. But now that I have moved past pregnancy and postpartum recovery, I am finally ready to take that next step.