Decoding How Less Can be More with Niti Singhal: Twee in One, A Shark Tank Participant
Twee in One: Decoding How Less Can be More with Niti Singhal
Imagine you are at your office and your friends call you unexpectedly to join them at a party. Wouldn’t it be great if you can just flip over your dress and be party-ready to join them ASAP?
Niti Singhal, the founder, and designer of Twee In One designs clothes that can change looks within seconds. We have many skilled people around us but how often do we come across people who are passionate enough to give up their dream job to use their skills to resolve the pain points of their users?
Meet Niti, the embroidery designer who stepped out of her job in Italy to start her own minimalist fashion brand in India, Twee In One.
Twee In One
Niti has always loved to dress up and look pretty especially since she worked in the fashion industry, that too in the typically beautiful European cities. Dressing up can be fun but it also meant you had to have a lot of clothes. But again carrying many dresses around while traveling can be tiresome. And, even though you have a huge wardrobe collection, there is nothing you can do if you have tight schedules to attend different kinds of events.
Sometimes it was the concept of traveling light that bothered her, sometimes it was not having enough space in the wardrobe and yet other times she found it impossible to carry a change. As a designer, who loved what she was doing, she knew that she couldn’t just sit there and wait for someone to offer her a solution to all these problems. She started Twee, soon after, to design the solutions herself.
Bringing Alive The One Of A Kind Clothing Brand
Twee in One is led by one of the most passionate designers, with a huge experience in the industry, along with her equally amazing team. This very small team, consisting of carefully handpicked members, creates innovative Twee dresses to solve the biggest wardrobe issues. Niti designs all the clothes right now but they are brought to life by her wonderful team.
You can check out their beautiful range of collections from their website or on their Instagram page. If you need a customized piece or if you have a specific requirement you can always reach out to them. Niti and her team sit with you to understand the styles you need only to perfectly curate them into one exciting dress.
Surviving the Pandemic
The pandemic really affected Twee’s sales because people were suddenly home and didn’t want more clothes. But that is also the time when Niti came up with the kid’s wear collection which in fact compensated a lot for their setbacks in the women’s wear category.
Even during the toughest time, Twee was able to support their team with proper salaries and all the necessary supplies. From taking care of their family needs to supporting their children’s education, Twee was able to keep the team together.
Walking Along The Fashion Runways
The very first runway event of Twee was back in 2017; The India Runway Week in Delhi. This happened just 5 months after they launched, giving them a much-needed headstart. A year after this, they were in the India Fashion Week that took place in London, where they got awarded as the ‘Most Influential Designer’. This went well for Niti and her team because they got a handful of invites for other events as well, in the UK.
Another milestone, Niti recalls, is the New York fashion week in 2019 where they got to showcase some of their amazing styles. Just before the pandemic hit in 2020, Twee was also a part of the Dadasaheb Phalke International Film Awards. Of all the events that they attended, Niti holds the India Fashion week as her fondest memory. She still remembers people cheering for Twee in One with amazement as they saw the transformations live on stage.
Twee Vision
Niti envisions a world where women don’t think they have nothing to wear. They should be happy and have a wide variety of clothes yet there should be enough space in their wardrobes. No matter what the situation is she doesn’t have to run away because she isn’t rightly dressed.
Niti stays thankful for the customers who accepted their clothing line. From the 65-year-old aunty who wanted to travel light to the little girl who wanted to twin with her supermom, she feels blessed to have such an encouraging client base.
Believe In Yourself and You Need Not Always Listen To The World’s Opinions
While some people thought that her idea was too crazy to work out, she was also backed by the most supportive parents and sisters. They pushed her to go out of her way to follow her passion.
Niti tells everyone who looks up to her to believe in themselves and to take things slow. There might be a lot of people who might tell you to stop, but they are not always right. Staying in this unconventional business, if she had listened to others, this brand would have never existed! So be patient, take it slow and work hard for your dreams.
Stay tuned for the inspirational stories of women around you. Inspire and get inspired!
The Fire is my attempt to bring the stories of women around the world to your focus. It’s a self-funded project to make the world a more inspiring and happier place. If you want to help me with this cause, you should probably know that coffees help me write these.