Meet Sonali Sethi of Durham

Today we’d like to introduce you to Sonali Sethi.

Hi Sonali, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstories with our readers?
My family migrated from India in 2001 to North Carolina. I was 12 years old with a lifelong dream of having my own fashion brand. I grew up with a passion for design and every opportunity I got I would go to the tailors in India with my mom and design outfits for myself. However, I also grew up knowing that my career choices were very limited as they were for most women in India. Coming to America was truly one dream, and that’s when I knew I would eventually make my dream a reality one day.

After graduating high school I was admitted into the NCSU College of Textiles. I graduated in 2010 with a Bachelor of Science in Textile and Apparel management. For years, I worked in the hospitality industry, where I eventually accepted a management position. After three years of management and almost 9 years of being with the same company, I realized that I was not living the life I wanted for myself. So I took my savings, quit my “big girl” job, decided to start my business.

I started my business six years ago and I specialize in making womenswear with an Indian flare. Each item of clothing is uniquely designed and handmade by me with fabric sourced from female artisans in India. My clothes are designed to empower women, make them feel beautiful and confident in who they are while showing off their unique personalities. I pride myself in making something for every woman out there. Personality isn’t just a brand, it’s a movement aimed at encouraging women to find their passion, chase their dreams, and most importantly, stay true to themselves.

My mission as a brand is to bring awareness to the inequalities of work conditions across the globe. By me personally manufacturing every single item of clothing I know that I am a small contribution to the larger cause at hand.

We all face challenges, but looking back would you describe it as a relatively smooth road?
As in any business venture, especially a small woman owned business, growth takes time. There have surely been a lot of bumps and roadblocks along my journey but that’s to be expected. The biggest challenge over the years has been getting noticed. Having people know who I am and what I do.

The second hurdle and most challenging journey thus far has been navigating through this pandemic. In 2020, I had to face a huge challenge, which was finding a way to sustain my business.

As soon as the world was on lockdown I began making masks solely for donating to healthcare and frontline workers. I managed to fulfill all of my donations, which were close to 600 masks.

Then it was time to start building back one step at a time. Even though I was so burnt out from making masks, I knew I needed to keep pushing and doing my part for the community. I finally started offering my masks for sale, and it was the best decision I could have made for my business.
Every mask is made from recycled fabrics I had leftover from previous collections. I never knew my secret habit of saving fabric remnants would one day help my community in such a way.

Slowly but surely I am still navigating through the pandemic. If it wasn’t for the amazing community around me I’m not sure if my business would still be standing. I am beyond thankful to everyone who continues to support me and believes in my dream.

Can you tell our readers more about what you do and what you think sets you apart from others?
I am a designer. I specialize in making womenswear and most recently face masks. The soul of my brand is centered around my culture and heritage. I am an Indian-American, and I draw inspiration from my culture and create garments that are both modern and fun. Each garment is designed and hand-stitched by me.

I am most proud of myself for breaking cultural barriers that are enforced so strongly amongst Indian women. I am so thankful that I chose to step beyond and follow-through by pursuing my dreams.

What matters most to you? Why?
Setting an example for young women all over the world. I once was that girl with just a dream of having my own business but no tools on how to make my dream a reality.

It took me a long time to get here, but the wait was so worth it!

It’s never too late or too early to follow your passion and pursue your dreams. We are the future and we create our future.

Contact Info:

• Email: [email protected]
• Website: http://personality.design/
• Instagram: Personality designs

Image Credits
Morgan Crutchfield Photography, Jim Clark Photography, and Mark The Photographer