♥️ Exclusive Interview: Shaleen Bains Dugué from Silla Paris on Promoting Conscious Fashion and Supporting Emerging Designers
Discover how Shaleen is changing the fashion industry by curating sustainable, ethical brands and providing a platform for independent designers to thrive globally.
Hello Tech Powered Luxury listener, and now reader!
🎙️ Today, we’re sharing an exclusive interview with Shaleen Bains Dugué, the founder of Silla Paris, who offers insights into her entrepreneurial journey and mission to showcase independent fashion brands from around the world while advocating for sustainability and ethical practices in the fashion industry.
🌟 Are you new here? Welcome to our amazing community - keep reading to discover everything about Tech Powered Luxury, our Community Rewards and how this newsletter came to life.
💎 I’m Laoise O’Connell and I’m very excited to welcome you to today’s edition!
Always fascinated by technology from a young age, Shaleen pursued a degree in Engineering in Electronics and Telecommunications in India. However, upon entering the field, she quickly realised it lacked the creative elements she was drawn to, leading her to pivot towards management. She went on to earn her master’s degree from the Grande École program at SKEMA Business School in Paris, which set the stage for her transition into the luxury industry. 💫
Her career began at Estée Lauder Companies, where she joined the Digital Marketing & E-commerce team. As a Digital Project Manager, she oversaw the online strategy for 23 markets across various channels, including Pure Players, Retailers, and Brand websites, for the fragrance brand Jo Malone London.
Although she always aspired to start her own venture, she understood the importance of gaining experience in business and marketing before taking the leap. After nearly six years in the role, she felt she had acquired the necessary skills and confidence to launch her own brand - Silla Paris. The brand was born out of her desire to bring forward under-the-radar fashion brands that deserve to be known while also making it easier for conscious consumers to reach and shop these brands directly. 🚀
🎤 Who are you? Tell us a bit about yourself and the role you play at Silla Paris today.
“I am Shaleen, founder of Silla Paris – an online marketplace bringing the next IT fashion brands to Europe. We are continuously curating brands from across the globe with trend-setting pieces that are not only unique but also uphold our strong ethos.
Our curated brands should meet at least one of our core principles, which are:
Protecting Local Heritage and Artisanship – We celebrate brands that preserve traditional craftsmanship and ancient crafts.
Conscious – We support brands that prioritise fair practices and ethical production.
Sustainable – Brands that are committed to eco-friendly practices or using eco-materials.
Breaking Barriers – We uplift and empower minority designers and artisans, thereby making the industry overall inclusive and diverse.”
✨ Tell us about your mission! Do you have a mantra, a statement that you and your teams live by?
“Fashion is one of the most powerful forms of self-expression - it speaks before we do. Choosing to wear ethos-driven brands is not just a style statement - it’s a reflection of our values and the kind of future we want to support. 👗
We want to redefine fashion consumption with purpose and intention.”
👀 Your career has spanned engineering, digital marketing, and e-commerce. What was the defining moment that made you take the leap into entrepreneurship?
“I would always try supporting niche brands, whether homegrown Indian brands or others from my travels abroad. People on the street would stop me and ask where a dress or piece of jewelry was from, and when I told them it was from India, they’d be surprised - most people in Europe think fashion in India is all ‘Bollywood and Bling.’ This opened my eyes to the untapped potential of showcasing these independent brands to the world while also changing the narrative.
💡 My second lightbulb moment came during my visit to Rajasthan, where I saw major European luxury fashion houses sourcing materials and talent from India. So much talent, yet not enough recognition. That's why I created Silla Paris - to give a platform to these incredible, independent designers directly, not just from India but from all over the world. Sometimes they have the talent and craftsmanship, but they don’t have the channels or resources to get their product seen by the right people.”
⭐️ What does a typical day look like for you, and what are some of the most rewarding (or challenging) aspects of leading Silla Paris?
“Running a business is a lot like having a baby - it keeps you up for long hours, demands constant care, and teaches you something new every day. But watching it grow is the most rewarding feeling in the world.” 👼🏼
💫 Looking back on your journey, what key insights or experiences have shaped the way you approach business and leadership?
“Always be curious to learn and be agile. Resilience goes a long way, especially when building a brand.” 🤸🏽♀️
🫶🏽 Anything else you’d like to add?
“Global expansion, expanding our team, and bringing forth more cool brands - we are opening shipping to North America this summer and are very excited for all the things in the pipeline.” 🚀
Shaleen’s transition from a digital marketing expert to the founder of Silla Paris is truly inspiring. As she continues to grow Silla Paris, her influence on the fashion industry is undeniable. With her passion, vision, and dedication to change, Shaleen is helping to shape the future of conscious fashion. She's definitely another one to watch. 👀
Feeling inspired by Silla Paris? Scroll down to discover our exciting community reward… You won’t regret it. 🩷
We hope you enjoyed this special interview edition. Thank you for reading!
Until next time,
Laoise 🖤
🫶🏽 Our Partner This Season: Azure Communications
This season’s sponsor of the Tech Powered Luxury podcast is Azure Communications, and we’re thrilled to continue our partnership with them. For quite some time now, Azure has been our go-to provider for all things print and marketing. Whether it’s branded materials for our content, from print and direct mail to event invitations, they’ve been behind the scenes making it all happen.
If you’re looking for top-tier branded collateral, print services, or marketing support, we highly recommend checking them out.
You can visit them at www.azurecomm.ie or follow them on Instagram at @AzureCommunications.
🎁 Community Rewards
This week, enjoy 15% off Silla Paris with code TPL15! ✨
Silla Paris is a luxury women’s apparel and accessories brand dedicated to preserving local heritage, supporting artisans, and championing social and ethical consciousness, environmental sustainability, and minority empowerment.
Featured in Harper’s Bazaar, L’Officiel, Glamour, and Grazia, Silla Paris carefully curates stunning pieces from around the world, partnering only with brands that align with their mission.
Shop with purpose and enjoy your exclusive discount! 💛
💫 Who are we and what led us here today?
🎙️ Launched as a podcast on November 1st 2022 by Ashley McDonnell, Tech Powered Luxury has since nurtured a vibrant community of experts passionate about the evolving synergy between technology and luxury. We have reached over 20 million people through the podcast, social platforms and media, and have hit +500K downloads.
🪄 This season, our weekly newsletter will be curated by Laoise O’Connell, a luxury marketeer with experience in client relations and communications at fashion houses and global brands Chanel and Givenchy in Paris. Laoise has been a proud contributor to Tech Powered Luxury since Season 1 and we are excited to have her guide our content for the newsletter this season and look forward to the insights she will bring. 💎
 |
|