Needledust Founder Shirin Mann On How She Managed To Create A Modern Day Cinderella Story With Her Jutti Brand

In 2013, Shirin Mann, Founder and Creative Head of Needledust, went searching for the perfect pair of juttis to go with her wedding outfit. Little did she know that it was the beginning of her very own version of Cinderella story. The quest made Shirin realise that jutti-making was a dying industry and her dream pair did not exist. Resilient to the core, she then decided to design her own wedding juttis and approached local artisans to make her vision a reality. The result? Shirin had created the proverbial magic shoe–a pair of juttis that led the way to Needledust in 2014. The brand fundamentally changed the Indian footwear industry.

Today, the Needledust creations are a hot favorite among fashionistas like Sonam Kapoor, Deepika Padukone and Alia Bhatt to name a few. What started as a tiny nook in Delhi’s Shahpur Jat has scaled up to four sprawling stores across Delhi and Mumbai. Markets are now inundated with rows and rows of embellished juttis fueling a frenzy that Shirin started with Needledust. It is not surprising that the brand has to deal with plagiarism on a regular basis. “The way I take it? It has revived the whole industry, created more and new jobs that were never there! And that takes over the disappointment of the massive knockoff industry we have!” says Shirin.

Admittedly, Shirin has managed to revive a dying craft by updating it and infusing it with luxury. She might not have a formal degree in shoemaking but Needledust creations are solid proof that she has an aptitude for design. In the past seven years, Shirin has emerged as the arbiter of taste when it comes to modern footwear.  Her success can also be attributed to her ability to resonate with the modern-day woman. Her apparel brand, called SAND, is a glowing example of the same. An acronym for Such A Nice Day, SAND was launched earlier this year as Shirin’s ode to the audacious, fierce women of today. With universally flattering silhouettes, the collection is a nod to the uniqueness of every woman and reflective of  Shirin’s own personal style. 

As someone who has salvaged the Indian jutti industry and is constantly pushing the envelope with her endeavours, Shirin Mann had to be a part of our #POPxoWomenWhoWinSeries. In a recent chat with POPxo, she talked about re-inventing the Indian juttis and catering to the modern woman of today. Excerpts below:

How do you begin your day?

I begin my day with a glass of lukewarm water.

What does a typical workday look like for you?

All days are very different but a typical workday for me is brainstorming with my team for both my brands, Needledust and SAND. I’m fortunate enough to get a very dedicated team, so for me, work is always fun. Our office is never dull and we throw in creative ideas and we try to make it as fun as possible.

From journalism to entrepreneurship –what inspired you to take the plunge?

Upon returning to India after getting my Master’s Degree in International Journalism from Cardiff University, Wales, United Kingdom, I started working as a crime journalist with a Delhi NCR-based investigative paper. It was during my wedding when I was shopping for my trousseau and looking for juttis to pair with my wedding outfit that I couldn’t find the right juttis. They were either too plain or just simply uncomfortable. I frantically looked around in every city of Punjab and even in Delhi and Mumbai. I then decided to design a jutti to pair with my wedding outfit and that’s how Needledust was born. I felt there was a huge requirement for designer juttis that didn’t just look good but were also comfortable. I launched Needledust in 2014 on Needledust.com and soon after, opened my first physical store in Delhi.

You launched your business when juttis were not really in trend. How did you get the idea?

The vision behind starting Needledust was reinventing the Juttis! Needledust started when I was looking for good quality and comfortable juttis for my wedding. I searched around but there was nothing I could find that had incredible craftsmanship and quality. It was then that I realised the need for high-quality juttis. Today there are over 100 pages on Instagram that knock off Needledust. I’ve had people come and tell me that we wait for Needledust to launch its new collection so we can just copy it. The way I take it? It has revived the whole industry, created more and new jobs that were never there and that takes over the disappointment of the massive knock off industry we have!

A mantra that you swear by in your professional and/or personal life?

Maintaining work-life balance. It gets challenging sometimes because I love what I do! And more so now, because of SAND. But it’s really important to switch off! I try my best to leave the office at 7, work out four times a week and just spend my evenings and dinners with my family! At this point, I’ve learned to find joy in my work and keep the people close to me even closer.

According to you, what is it about Needledust juttis that makes them stand out from the rest?

 Needledust drove success as it’s radically re-inventing. With quirky and chic designs I was able to pivot, diversify and upscale its product offerings, making it fashionable and cool for every girl to wear a Jutti!

What would you say has been the biggest turning point in your career?

Whenever I get this question, I think deeply! Was it my 35 under 35 award? Or was it when I opened my first store? Or when we designed for a celebrity wedding? Not exactly a turning point but I can’t help but think of how I felt when I gifted my mother a beautiful ring with my own earrings. That to me was an accomplishment! I felt really happy I could do that! She wears it every day!

What are the skills or qualities that have helped you succeed?

Listen to your gut and follow your dreams. No idea is too big or too small to realise your dream.

Tell us about the artisans and craftspeople who work with Needledust.

Needledust artisans are specialised craftsmen that are vocationally trained in the craft of Jutti making that has been passed down to them in generations. We now train and educate them to adapt to the new changes that Needledust has been bringing to the age-old craft. This skill set is extremely difficult to achieve and it’s completely separate from the generic shoe industry. It’s a century-old craft, which we intend to retain, reinvent and restructure.

What advice would you give to people considering a career in fashion retail?

No dream is too big or too small to realise. Follow your heart backed with thorough market research and take the plunge! You’ll never know if you don’t do it.

And lastly, how do you unwind?

The only thing that can truly make me unwind is traveling! So any window I see, I pack my bags and leave. Also, I really enjoy writing.

Featured Image Courtesy: Shirin Mann