The way art forms such as books, plays, poems, paintings, and music tell stories, home design and decordoes the same. But how does the design of a house accomplish this? Can a collection of wood, brick, furniture, accessories, and other inanimate objects tell a story? Yes, it should, believes renowned designer Shaunali Nanda, the founder of Sloane Luxury Interiors. According to her, buildings tell stories through the amalgamation of family history, people and their interests.

A history student with a penchant for art, Shaunali has worked with the aesthetic of timeless classic brands that have shaped taste as we know it today. As a result, her style is time-less, sophisticated, and characterized by restrained glamour and elegance. Shaunali creates spaces with a sense of harmony and balance, imbued with quality and style, and constantly referencing historical references that are timeless in the world of interior design.

In an in-depth conversation with the Women Entrepreneur team, Shaunali speaks to us about her journey, areas of expertise and the new frontiers that Sloane Luxury Interiors is looking to break going forward.

Introduce us to Sloane luxury interiors. What sets the designs at sloane apart from their contemporaries?

Sloane Luxury Interiors started as a programme for the United States, specifically as a One Home One Price Residential Program. Under this program, the client would pay a single price for every-thing, including shipping and transportation.

However, things have changed during the pandemic induced lockdown. During the pandemic, I was in India and was involved in the return of artisanal migrant workers, which reflected what India truly is and what it has to offer at the artisanal level. When Sloane focused on what people in the west desired, we discovered that they preferred artisanal, sustainable, truly classic, timeless, and elegant.

They were enamored with printing and block printing, as well as the intricate designs from India and Turkey. So, in the spring, we will launch a completely sustainable hands-on printing, hand-block printed, hand finished line of upholstery fabrics, cushions, soft furnishings, and wallpaper, all of which will be hand done, for America and Europe.

What distinguishes Sloane Luxury Interiors as elegant and timeless is the use of art, which cannot be replaced by technology. The beauty of a handcrafted product cannot be replicated in a technologically de-signed product. When something is handcrafted, it adds an element of elegance to the product. Even imperfections in handcrafted items add to their beauty.

Take us through your early educational journey and prior industry experience that you bring to the table. How did you develop an interest in the field of art and design?

I was nurtured in the Arts, brought up amongst col-lectors, received my degree in English literature, and then went on to Sotheby's for my degree in History of Decorative Art. Following that, I was the lead researcher for Christie's sale of Magnificent Mughal Jewels. I then returned to India and established the family business's furnishing and lifestyle retail arm, which was India's first lifestyle store. I continued writing and set up the first column in the Economic Times to review Christie's sales.

I then pursued a degree at the GIA, combining my experience and study in Decorative Art, History, and Jewellery, which led to roles as a store planner at Van Cleef and Arpels, which led to visual and event design. Then I became the Hermes Visual Design Manager for North America, which led me to Tiffany for store design and visual merchandising, with individual projects at Chanel and Bvlgari.

My mother, Sita Nanda, and I manage the family business with our own production facility, where we create European-style furniture.

I am the creative director. My job currently is to build the Spring Collection line in the most economical way possible. The spring collection that we are launching would be timeless and elegant in order to bring Indian art to the European eye.

Tell us about your expertise in terms of arts & interior design. Where do you draw inspiration from while designing?

I studied the history of decorative art, which includes a wide range of subjects such as furniture, interior design, architecture, porcelain, and everything related to decorative art. It is primarily influenced by what is classical and historically considered tasteful. My expertise also lies in research, as all of my work has been research-based, particularly in the field of Indian art. I am a firm believer in classic style and simplicity. I believe that history is repeating, which even great designers in America do.

“My design inspiration comes from what i consider to be the classic rule of interior design, which is "history will always prevail" and my aim to give timeless and elegant results”

My design inspiration comes from what I consider to be the classic rule of interior design, which is "the history will always prevail" and my aim to give timeless and elegant results. So I use subtle colours to make it mod-ern while also connecting the room. The main element obviously is accessorizing; the rugs, furnishing colours, accessories, lighting, all that must connect and bring out the room with a sense of balance. I also get ideas from collections, magazines, and current colour trends. While doing so, I realized that everything is returning to his-tory, including designers, who are returning to simple colours & hues and utilizing what is already inbuilt.

How has the interior design industry evolved over the past few years? How do you keep yourself well aligned with the periodic evolutions occurring within your respective industry?

Unlike a few years ago, India has opened up considerably. As the society became wealthier, people now choose to live a better life. As a result, interior design has evolved on all levels. But I also believe that there is a large market out there and that competition is fierce, but not for higher-quality furniture. Keeping this in mind, Sloane produces high-quality furniture while adhering to traditional aesthetics.

In India, technology and architectural engineering have advanced dramatically. I now prefer buying every-thing in India.

I keep up with all of the changes through the inter-net. I research the top 100 in the industry, their work, and their styles. I also go to museums to see what's new and how things are being done.

What would your advice women aspiring to become business leaders and entrepreneurs?

Discover your passion and believe in yourself and your work. If you follow your passion, monetary success will follow you. Make your work grow rather than yourself; as your work grows, so will you.

Do not give up relationships; instead, maintain long-term relationships and do whatever it takes to build good relationships and have a good market reputation.

In terms of design, consider the house as a whole. When connecting everything in the house, it must all tell a story.

Shaunali Nanda, Founder, Sloane Luxury Interiors

Shaunali has worked with the aesthetic of timeless classic brands that have shaped taste as we know it today. As a result, her style is time less, sophisticated, and characterized by restrained glamour and elegance. Shaunali creates spaces with a sense of harmony and balance, imbued with quality and style, and constantly referencing historical references that are timeless in the world of interior design.