User:Shefali Chawla

Early Life
Her schooling and intermediate was completed between India and United States. She did not graduate however tried many years to commute between her home in India and her studies in the USA.

1981 - Started her home based business in India and continued to design for her close contacts.

1983 - Awarded Youngest Budding Designer by Governor of State of Andhra Pradesh - "Shrimati Kumudben Joshi".

1989-1990 - Studied Fashion Design at Pratt University (New York)

1990-1992 - Attended Fashion Institute of Technology - Fashion Buying & Merchandising(FBM).

2001-2003 - Studied Business Management at University of California - San Diego (UCSD)

Career
Shefali Chawla the designer began her career working for numerous retail houses as well as owning an home based custom made dresses business “La Nuit Fashions” in 1981. She then began working for retail houses such as Victoria’s Secret, Mexx, Limited etc. alternating between India and the US. In 2011 after her father’s demise, she was left with no siblings and hence decided to start up her own business in UAE (Dubai) where she currently resides with plans on returning to the USA – New York (where she claims her soul belongs).

Personal Life
In the year 2000 after her mom’s demise, she moved back to New York where she met and married a pilot. She then moved to San Diego where she attended UCSD (University of California San Diego) for her Business Management.

Brand
Shefali Couture – the brand was launched by Shefali Chawla in 2011 under the license of “Shefali Vohra Trading LLC” with its head office in Dubai. “A House of Ethnically inspired Fashion Forward Classics” where the mantra is “Comfort, Conformity, Versatility and Affordability. My prime focus is excellent form and silhouette. She believes “Designing comes from her soul she says…she has rightly fulfilled her mother’s dreams. I have always wanted to do this reach out to the world with my ideas with Shefali Couture. “Style“ to me is a projection of your personality, the way you feel and think your accessories, make up, colors you wear say it all, the way you carry yourself, and exude your personal charm. A woman should be comfortable in whatever you wear  “Making the fabric move with you and not vice versa” Every Collection Inspiration is derived from Ethnic or Historic pasts. Eg. Renaissance, French Revolution or Broadway shows“. Feminity and Romance are the essence of each collection with attention to detail in every in house handmade garment. She gets her inspiration from nature – “the colors of the night” in which she names her colors “storm”, “dusk”, “dune”, “liquid” etc.. Shefali Couture designs for 2 seasons per year namely – Spring/Summer and Winter/Holiday. Her strong focus is on the idea of being able to take day into evening with minimum hassle. Shefali Couture designs for the woman of today’s modern era regardless of age or body type, where what matters at the end of the day is how you feel about yourself. Shefali Chawla believes "Fashion is a repetition of time". Creativity is great but practicality of wear is very important and comfort of today’s on-the-go customer. Also, she believes in designing for the plus-sized woman. She keeps in mind that women have changing body types especially in certain cultures such as India and USA, but they still want to look and feel good. Hiding you flaws is not the answer, conforming fabrics and colors that accentuate your plus points is.” “Designing for the customer, studying your market type and your clientele, their needs, regardless of age/gender/ body type or ethnicity, what matters is what makes them feel good about themselves. To instill a sense of style in the individual, because style goes a long way, its fads and trends that wear off.” “To fulfill my creative need – it’s not just how to sell a dress but to take culture into a fashion forward statement. To be recognized as an innovative and versatile designer. “ ” If I started all over again: a)	I would have started 10 years before I actually did, and b)	I would create a fashion world for the plus-sized woman.

Online
Since, 2012 the Online site “shefalicouture.com” was launched. Trade & Fashion Shows – 	Moda USA (New York) 	Moda UK 	Boston Fashion Week 	LFW( Emerging Trends)

Stockists and Showrooms

 * T&T Showroom, 409 Canolot Studios, 222 Kensal Road, London W10 5BN
 * Tuileries (Seasonal)
 * Barbara Clark Designs LLC, 262, West, 38th street, Suite 201, New York, NY 10018
 * Shopsyncesyonline " www.shefalicouture.com"