How Shraddha Negi is Building Juicyverse Into a Bold, Story-Led Fashion Brand From Dehradun

In a world overflowing with mass-produced products and predictable fashion, Shraddha Negi decided to build something that felt deeply personal, expressive, and unapologetically vibrant.

That vision became Juicyverse.

Founded by NIFT alumna Shraddha Negi, Juicyverse is a design-led lifestyle and fashion accessories brand rooted in colour, individuality, storytelling, and emotional design. But what makes the journey remarkable is not just the products - it’s the evolution behind them.

Before launching her own brand, Shraddha spent over two decades working with globally recognised names like Zara Home, Pottery Barn, Crate & Barrel, Ritu Kumar Home, and Sarita Handa. Years of international design exposure sharpened her understanding of aesthetics, craftsmanship, and consumer behaviour. Yet, somewhere amidst global projects and structured design systems, the desire to build something of her own kept growing quietly.

That quiet idea took shape during the COVID period with something unexpectedly simple - two aprons.

What started as “Juicy Apron,” a small creative experiment, slowly transformed into Juicyverse - a much larger universe built around self-expression, confidence, textures, colours, and products that carry personality.

Today, Juicyverse is increasingly positioning itself as a premium fashion and bag-focused brand with thoughtfully designed

tote bags, sling bags, embroidered collections, travel accessories, and statement pieces inspired by travel, nature, emotions, and the bold personalities of women who refuse to blend in.

Its philosophy is simple yet memorable:

“Skip the Boring.”

But Juicyverse is not just about bags or lifestyle products.

Shraddha is consciously building a women-centric ecosystem called the Juicyverse Tribe - a growing community focused on creativity, confidence, storytelling, emotional connection, and shared growth. In an era where brands often chase transactions, Juicyverse is trying to create belonging.

And the traction is beginning to show.

In Q2 2026 alone, the brand generated approximately ₹75,000 in revenue, built a paying customer base of nearly 80 customers, and emerged as the top-performing brand at the Unhu Startup Emporium leaderboard with the highest sales and maximum customer engagement coins earned during the week.

The Juicyverse Tribe itself generated direct community-led sales within its very first month, validating Shraddha’s belief that community and commerce can grow hand in hand.

Beyond sales, Juicyverse has also been expanding strategically.

The brand recently transitioned fully into the Amazon Brand Registry ecosystem, initiated sustainable collaborations with the Purkul Project using repurposed saris for upcycled collections, and began exploring B2B gifting opportunities through discussions with NRAI leadership.

At the same time, Shraddha’s personal visibility as a founder has grown significantly. Her selection as a finalist at Haute Monde Mrs India Worldwide 2026 further amplified not just her own journey, but also the growing visibility of women-led entrepreneurship emerging from Uttarakhand.

What makes Shraddha’s story particularly compelling is that she is building on multiple fronts simultaneously - business, founder identity, community, sustainability, and ecosystem contribution.

As Director Growth within the Unhu ecosystem, she has actively contributed toward founder collaboration initiatives, mentoring support systems, referral culture, and entrepreneurial engagement programs. She strongly believes that startups grow faster when founders stop operating in isolation and start helping one another meaningfully.

That belief mirrors the very foundation of Juicyverse itself.

Looking ahead, Shraddha’s vision is ambitious yet deeply intentional.

She wants Juicyverse to evolve from a lifestyle label into a globally recognised, story-led fashion accessories brand rooted in emotional design, individuality, and creative confidence. The focus now is on scaling signature bag collections, expanding repeat customer behaviour, strengthening Delhi market visibility, building Amazon as a long-term distribution channel, and continuing to nurture the Juicyverse Tribe into a larger women-led movement.

In many ways, Juicyverse feels less like a startup and more like an extension of Shraddha’s personality - expressive, colourful, evolving, and deeply human.

And perhaps that is exactly why it resonates.

Because in a market filled with products, people are still searching for stories.

And Juicyverse has plenty of them to tell.