How Shraddha Negi Built Juicyverse Into a Bold, Story-Led Brand From Dehradun

In a market built to make everything look the same, Shraddha Negi is building a brand designed to make women look like no one else.

Walk through any mall and the bags start to blur together. Same blacks, same browns, same logos. For most shoppers that sameness is just background noise. For Shraddha Negi, it was a problem worth a career change.

She had spent more than two decades in design, working with names like Zara Home, Pottery Barn, Crate and Barrel, Ritu Kumar Home, and Sarita Handa. That exposure sharpened her eye for craft and for what shoppers actually respond to. But somewhere inside the structured world of global design systems, a quieter want kept growing: to build something of her own.

The Apron That Became a Universe

Every brand has an origin, and Juicyverse has an unlikely one: two aprons. Made during COVID under the name Juicy Apron, they were a creative experiment more than a business plan. But the idea kept growing, into Juicyverse, a design-led lifestyle brand under Design Studio Ikigai Designs (OPC) Private Limited, built around colour, individuality, and products that carry a personality rather than hide one.

A Brand You Can Actually See

The philosophy is something you can hold. The range runs across tote bags and sling bags finished with tan leather handles, scarves, cushions, table runners, and candles, each carrying painterly prints drawn from nature: sunflowers, blooms, citrus.

The brand calls itself full of colour, full of life, inspired by nature, and the products back the slogan rather than decorate it. The line that ties it all together is deliberately blunt: skip the boring. At the outlet, Juicyverse anchors its range with clear combinations, a sling and scarf pairing at Rs 3,500 and a tote and scarf set at Rs 6,500, placing it above throwaway accessories without reaching for luxury pricing.

From Idea to Storefront

For a long time Juicyverse lived as a concept. That changed with the opening of its first retail outlet at Unhu Startup Emporium, above Costa Coffee, Address One, Malsi, Dehradun.

The store moved the brand from pitch to presence, a physical address where a customer could walk in and judge the design philosophy for herself. The brand has since carried that presence outward, appearing among the names showcased at the Unhu Founder's Conclave.

The Numbers Start to Move

Traction followed. In Q2 2026, Juicyverse generated roughly Rs 75,000 in revenue and built a paying base of close to 80 customers. At the Unhu Startup Emporium, it topped the leaderboard for the week, recording the highest sales and the most customer engagement of any brand on the floor.

The growth has come with expansion on several fronts. Juicyverse moved into the Amazon Brand Registry, began a sustainability collaboration with the Purkul Project using repurposed saris for upcycled pieces, and opened early conversations on B2B gifting with NRAI leadership.

That instinct extends to her wider role. As Director Growth within the Unhu ecosystem, she has worked on founder collaboration, mentoring support, and referral culture, on the belief that startups grow faster when founders stop operating alone. Her own visibility has risen alongside the brand, including her selection as a finalist at Haute Monde Mrs India Worldwide 2026.

The Road Ahead

The next phase is deliberately practical. The focus is on scaling the signature bag collections, deepening repeat-customer behaviour, and strengthening visibility in the Delhi market, where Negi sees room to grow beyond the Dehradun base.

Alongside that, she is building Amazon into a long-term distribution channel and nurturing the Juicyverse Tribe into a larger women-led movement. The throughline is consistent with how the brand began: grow the business and the community together, rather than treating one as a means to the other.

Key Takeaways

• Juicyverse is a design-led lifestyle brand by Shraddha Negi, built on the line “Skip the Boring.”

• It began as two aprons during COVID and grew into bags, scarves, and lifestyle products in nature-inspired prints

• In Q2 2026 the brand earned roughly Rs 75,000, served close to 80 customers, and topped the Unhu Startup Emporium leaderboard.

• Expansion includes Amazon Brand Registry, a sari-upcycling collaboration with the Purkul Project, and B2B gifting talks with NRAI

• The Juicyverse Tribe community drove direct sales in its first month, reflecting Negi's bet that community and commerce grow together.

The Bottom Line

The brands that last rarely win on function alone. They win because they make people feel seen. Juicyverse prints that belief onto everything it makes and asks one quiet question of the woman holding it: why blend in? For Shraddha Negi, that question is no longer a pitch. It is a storefront, a leaderboard, and a growing tribe of women who answered it the same way.

If you're a startup founder or business leader building something meaningful and want your story to be featured in our Founder Spotlight, write to us at team@unhu.in

~ Editor Shobhit Mehandiratta