Shashi Sehgal

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I was born in Assam in 1950. I have worked with apparel for many years now. It started as a hobby, but became my career. As a youth, I always had a flair for designing but I can surely say that, with experience, it has grown.

I am a very simple, down-to-earth woman and, if you ask my friends to describe me, I think they would say that I'm somebody with a big heart and someone who can be there for anybody in times of need.

"As far as my designing is concern, I was always fascinated with colors so I started making my own color formulas and designs, and this has developed over the years. So, definitely, all my designs are something I have nurtured for many, many years and I'm so proud of each and every one.

"It's been a tough journey in life and I found it hard to get started. I got inspiration from Hindu goddess Maa Tarini — a fierce manifestation of all-powerful Shakti, the divine feminine force of life. It is this spirit that gave me the courage to break free from the stifling patriarchy of my time and launch my own brand.”Thanks to the support of family friends, I started my own line in 1992 with a lot of hard work and dedication as well as a strong willpower. Slowly, I involved my family in my work and now, it has become more like a family venture. Today, it is one of the most respected and stylish labels inspired by all that is pure, simple and natural – qualities that form my brand's design sensibility, its production values and work ethic.

"Working with my family and having them around is a great. I personally guide them in all the areas of our work and feel privileged that they incorporate these ideas. This makes me feel energetic and proud of them. Most importantly, I love them to be around.

"In my life, I have seen and experienced many difficult moments, which I am proud to have overcome. But there have also been many good moments, and these I will cherish forever.

"I believe that learning and practice are a process that never ends. With practice, you only learn more — and this is never-ending. The more you practice, the better the result is and that's how you reach the pinnacle of perfection! You enjoy your own work when your designs come much better than the last time. A new design gives me a different high in life.

"In my many years of working in fashion, I am proud to mention that I have transferred my knowledge to many internees who keep visiting us and many NGO students and family friends.

"Apart from the apparel that we design, we also create home furnishing. For both, we use fabrics that are easily sourced.

"New and innovative designs inspire me a lot. Although I follow fashion trends, international fairs, Premier Vision, WGSN, I find inspiration mostly in my personal experience of trying to do what has not been done.

"Today, I have some 150 people collaborating with me and I am glad to be able to give them jobs."

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NOVICA was started with a dream to create a better world for artisans, because a better world for artisans is a better world for all.

Along the way, the founders of NOVICA discovered something very important - as artisans around the world succeeded, there was also a visible and profound impact on the communities around them.

Your purchases are that powerful. They directly and indirectly provide for education, help with health care, fund basic needs, support children, preserve disappearing arts, and of course, spread happiness around the world.

The founders of NOVICA had a vision of the future that is not one of mega factories producing cookie cutter products for all to cheaply consume. Instead, a bright future that celebrates artisans who take the time to create an item by hand. A future where time is protected, where stories are told, where unique details are honored. Love, respect, inclusiveness become driving force.

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