IN CONVERSATION WITH JULLY PATEL

interview by JANA LETONJA

After building a community of nearly two million followers through her distinctive fashion perspective, Jully Patel is entering a new chapter—not as a creator, but as a founder. On July 22nd, the Indian American entrepreneur will launch MESHAH, a luxury fashion label rooted in Indian artistry and craftsmanship while designed for a contemporary global audience. Deeply personal in both vision and execution, the brand draws on Jully’s experiences travelling between the United States and India, where she has worked directly with artisans and makers to preserve traditional techniques while reimagining them through a modern lens. At a time when conversations around representation, cultural heritage, and responsible craftsmanship are reshaping the fashion industry, MESHAH aims to celebrate not only the beauty of South Asian craftsmanship, but also the importance of seeing South Asian founders at the forefront of luxury fashion.

images courtesy of MESHAH

Launching your first fashion label is a huge milestone. What emotions are you feeling as MESHAH prepares to make its debut?

Honestly, it feels surreal, and I’m so excited to share it with the world. It’s the beginning of something I’ve always hoped would exist for those looking for Indian American fashion that also speaks to my personal taste. It’s a piece of me, my culture, and everything I’ve learned along the way. I’m excited, grateful, nervous, all of it. But more than anything, I feel proud.

What was the original spark behind creating MESHAH, and when did you realize you wanted to build your own brand rather than simply work within fashion as a creator?

Being a creator gave me an amazing seat at the table, but I eventually realized I didn’t just want to wear beautiful pieces, I wanted to create them. I’ve always loved fashion, but what really inspired me was seeing the gap between incredible Indian craftsmanship and the pieces circulating in the US market. Currently, most consumers buy these beautiful Indian garments for an event and then it goes straight to the closet until the next event. We are setting out to change that by designing our blouses, for sarees/lehengas, to be able to be restyled in multiple ways. Put your beautifully hand-crafted top on a linen skirt and take a stroll through the park. 

You’ve spoken about growing up seeing South Asian craftsmanship celebrated but rarely seeing South Asian founders leading luxury fashion brands. How did that experience shape your vision for MESHAH?

Growing up, I saw Indian embroidery and craftsmanship on runways and in luxury collections, but rarely through the lens of a South Asian founder. I wanted to build the kind of brand I wish I had seen growing up, one where our craftsmanship isn’t just borrowed for inspiration, but where our stories, perspectives, and people are leading the conversation. 

The brand is rooted in Indian artistry and craftsmanship. What does that phrase mean to you beyond aesthetics?

To me, it’s always been about the people. Their love for the craft, the ties to their culture, and a way of life. 

You spent time traveling between the US and India working directly with artisans. What did those experiences teach you about craftsmanship, heritage, and storytelling?

It’s changed the way I think about clothing. Seeing the hours and love that's poured into each piece makes you appreciate it even more. India has so much talent and I want the world to experience it more and more. 

Were there particular techniques, traditions, or artisans that became especially influential in shaping the collection?

Absolutely. From hand embroidery to the colors to the patterns used, everything is a reflection of the techniques, traditions and artisans. One of my personal favorite pieces is our scarves. Our artists in India have painted architecture, flaura and fauna which then has been translated to the scarves. They’re vibrant, colorful and fun. Everything India is to me. 

How do you balance honoring centuries-old craftsmanship while creating pieces that feel contemporary and relevant to today’s consumer?

Indian clothing and jewelry have existed way before me. You see beautiful pieces on the runway and while that's beautiful, seeing that clothing on everyday people is what's beautiful to me. I’ve formed my own style throughout the years with colors and patterns I gravitate towards, being grown up in the US while still being surrounded by the Indian community. We’re tying in what has existed with elements that feel young and fresh. The best of both worlds. 

In an industry often driven by speed and trends, why do you think preserving traditional craftsmanship remains important?

People are looking for meaning again. Something that makes them belong. Traditional craftsmanship reminds us that things take time and that’s the beauty of it. And through social media, people are realizing that more and more each day.  

As someone who built a platform as a creator before becoming a founder, how has your relationship with fashion changed throughout that journey?

As a creator, I’ve always shared my love for Indian fashion. Now as a founder, I want to push that more by having a place where people can have access to it. Have access to something that feels like my very own closet. 

Do you think the luxury fashion industry is becoming more open to diverse voices, or is there still significant work to be done?

We’re moving in the right direction, but there still is a lot to be done. We want MESHAH to be a part of the conversation that pushes the industry in the right direction for sure. As a creator, I’ve always advocated and I hope to continue that through MESHAH.

Sustainability and conscious production are increasingly important to consumers. How do those values fit into the MESHAH philosophy?

Working with artisans naturally encourages a slower, more thoughtful process. We’d rather make fewer pieces with intention than constantly chase trends. We want people to invest in pieces they can wear and repurpose for years to come. 

What do you hope people feel when they wear a MESHAH piece?

I want them to feel cool. To me, India is one of the coolest places in the world and MESHAH is an extension of that. Anyone that wears the pieces should feel that. 

Looking beyond the launch, what is your long-term vision for the brand?

We hope to grow the brand and expand it into multiple categories. Our styles will evolve as we learn through our growth and our curation partners will too. We hope to introduce more incredible partners from India on MESHAH. When someone thinks “Hmmm, what's a cool Indian brand?,” I want them to think MESHAH.