How I got my job as... Founder of this luxury footwear brand
Welcome to the Emirates Woman weekly series 'How I got my job as…' where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they'd give to those starting out; and the hurdles they've had to overcome. Each pair is handcrafted in Italy, reflecting Shewak's commitment to quality and craftsmanship.
During the process, the brand launched reflectioNS, a double heel sandal named 'Swirl Sandal' inspired by spiral architecture. Shewak's collections are deeply influenced by architectural masterpieces. For instance, the 'Reflections' collection draws inspiration from renowned architects like Frank Gehry and Zaha Hadid, featuring the iconic swirl sandal with a 95mm double-heel that merges comfort with style. The brand's designs aim to make bold statements, catering to women who embrace confidence and elegance.
Shewak has established its presence in Dubai, offering its exclusive collections to the Middle Eastern market. Customers in Dubai can explore Shewak's offerings through their official website, where they can also book appointments to visit the Dubai store.
To delve into his journey more, Emirates Woman sat down with Shewakramani to see how his journey began. What was your favourite subject at school?
Physical Education — purely for the thrill of playing, especially since I was pursuing cricket in my teens. But if we're talking classroom favourites, Economics and Business Management always caught my eye — there's just something oddly satisfying about supply and demand graphs and understanding how the world ticks in numbers and logic.
What was your first job?
My first job was right in the heart of my family business — wholesale import and export of textiles. After the loss of my father, I stepped in at the age of 16. That's where my relationship with fabrics began: feeling them, understanding their quality, and learning the business behind the beauty. Simultaneously, I pursued university here in Dubai. Later, I interned at Roberto Cavalli in Florence as an Assistant Accessories Designer in 2019 — quite the contrast, but both experiences taught me the art and the grind behind fashion. What inspired you to enter the footwear space and launch Shewak?
The sneaker wave of 2015 swept me right off my feet — thanks to my cousin, a self-proclaimed sneakerhead. That's when I thought: 'How cool would it be to see people wear shoes I designed?' Soon after, I moved to Florence in 2017 to study shoe design at Istituto Marangoni. That one-year intensive turned into a Master's in Accessories Design and Luxury Brand Management — I was all in. And somewhere between sketches and prototypes, I fell in love with heels. I knew then: this wasn't just a phase, it was it. Talk us through the concept.
Shewak isn't just a brand — it's an ode to women. Each pair is a sculptural interpretation of her: bold yet graceful, sensual yet grounded. Shewak is comfort in confidence, a quiet force that doesn't just follow a path — she carves her own. And while it's a women's brand, it's really a celebration of womanhood as a concept.
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A post shared by SHEWAK (@shewakofficial) What are the key elements of your role?
In short: everything. I wear many hats — designer, business developer, legal overseer, creative director, and everything in between. I do have a small but solid team for production and marketing, but the rest is on me. Founder life, you know? Talk us through your daily routine.
Routine? That's a myth in my world. Every day is a different flavour. I'm a night owl by design, so my creative brain kicks in post-sunset. I wake up a bit later than the rest, kiss my dog good morning, have my chai, pray/meditate, and settle into my studio with music/hymns on. My day spans work for both Shewak and endswithNS, my ready-to-wear line. I recently wrapped up writing a book, sketch and doodle a lot, dabble in music production, and fit in a bit of sport — cricket, badminton, or padel. Oh, and I never skip a good meal. Nights usually end with a chai drive, windows down, and the city breeze. What advice do you have for anyone looking to follow in the same footsteps?
Know enough to start, but not too much that it scares you off. If I had known everything that goes into building a brand, I might've chickened out. But jumping in when I did gave me a front-row seat to the learning curve — and trust me, it's one wild ride worth taking. Could you tell us more about the pieces?
Absolutely! Every pair is Made in Italy — striking, comfortable, innovative, and a little rebellious in design. Think sexy heels that are sustainable too: biodegradable insoles, multi-purpose dust bags, metal-free linings which are great for the environment reduced water consumption in our painting process (up to 70% less), and we donate $5 from each sale to stray dog shelters.
Each design is rooted in architectural inspiration — for instance, the Hero She Sandals pay homage to the Ribbon Chapel by Hiroshi Nakamura. The Zaha Sandal is a tribute to the legendary Zaha Hadid. One of my favourites, the Twin D'Orsay Pumps, features asymmetrical cuts — a 'same-same but different' concept I hadn't seen in pumps before. What is the best piece of advice you've ever received?
'Get experience before you start.' And the worst?
Ironically, the same: 'Get experience before you start.' (Here's the thing — 20-year-old me jumped into the footwear game with nothing but a bold double-heel idea and a tight budget. Experience might have helped me structure things better early on, sure, but diving in young also meant learning everything firsthand. Now, at 25, I've picked up lessons it could take someone 10–15 years to gather in a traditional setup.) What's the biggest challenge you've had to overcome?
Convincing people — especially here — that local can be just as good, if not better, than international. We've got unique heels, premium quality, unmatched comfort, and solid pricing. Yet the perception still lingers: 'Launch in Europe first, and then we'll pay attention.' But I'm from Dubai — born and raised. This city is an international playground and deserves its own homegrown heroes. With my Indian roots, Dubai upbringing, and European exposure, I bring a tri-cultural perspective that shapes Shewak. And my mission is to elevate the region's fashion game — from right here.
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A post shared by SHEWAK (@shewakofficial) What lies ahead for the brand?
Growth. Lots of it. We're actively seeking investors and doubling down on brand awareness, particularly in the Middle East. Long term, we aim to retail in all major fashion capitals — Paris, Milan, Tokyo, New York — within the next three years. Big dreams, big plans. – For more on luxury lifestyle, news, fashion and beauty follow Emirates Woman on Facebook and Instagram
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