Sonali has been in the fashion business for over 28 years with diverse experiences spanning client side, retail, consultancy, interacting with manufacturers, sourcing and designing both in India and the Middle East.
She worked for nearly two decades with a fashion-buying house in India representing European retail brands, sourcing textiles, developing sample lines and finding the right sources to manufacture them. Being an alumnus of NIFT, New Delhi, she has been associated as a jury member and guest faculty to the fashion students at NIFT, Chennai for ten years.
She then moved to live in Doha, Qatar fourteen years ago and since has worked as a fashion consultant on several prestigious design projects related to fashion and garments such as the Qatar Armed Forces Military Uniforms Project amongst others. She has also covered fashion trends for magazines in Doha (Glam and Woman Today).
Sonali has worked as a retail buyer for over four years, buying worldwide from several brands spanning women’s wear, menswear, kids wear and home décor for stores in Doha. She has also been teaching in the Department of Fashion at Virginia Commonwealth University in Qatar as adjunct faculty for the last nine years. Sonali launched her own fashion brand in 2014 to find ways to sustain the dying craft and textile traditions of her country.
Sonali’s brand also carries a line of handcrafted fashion jewelry using traditional craft techniques in contemporary designs. The line of fashion ready-to-wear is a blend of modern silhouettes with natural fabrics and traditional embroidery techniques. This is an effort to keep the traditional crafts sustainable and yet relevant to the times. She works with craft persons and artisans to create these products.