Today, I write to you with a heart full of gratitude and eyes that have welled up more times than I’d like to admit.
After an incredible journey together, El Schatteler is beginning a new chapter—one where I won’t be at the helm, but one that I believe will serve you even better than before. We are joining hands with a brand many of you already know and love, who will continue to create beautiful handbags for you with the same care and attention you’ve come to expect from us.
When I started El Schatteler, I poured everything into building something meaningful for Indian women who deserved bags that were both beautiful and functional. Watching you carry our creations, hearing your stories, seeing your photos—it filled me with purpose every single day. You weren’t just customers; you became the reason we showed up with passion each morning.
But here’s what I’ve learned about myself through this journey: my heart beats fastest not when I’m perfecting a design or choosing fabrics, but when I’m solving the puzzle of how to bring a brand to life. The thrill of finding our first hundred customers, the rush of seeing our marketing campaigns resonate, the satisfaction of building systems that just work—that’s where I come alive. That’s where my passion truly lies: in go-to-market strategy, in connecting products with people, in building businesses from ground zero and watching them soar.
It wouldn’t be fair to you, or to El Schatteler, for me to continue when someone else could love this brand and its products the way they deserve. The new owner will nurture El Schatteler with the dedication it needs, and I’m confident you’ll be in excellent hands.
This isn’t goodbye forever. It’s me stepping aside so something beautiful can grow even more beautiful. And it’s me stepping forward into what I was truly meant to do.
Thank you for trusting a newcomer with a dream. Thank you for every purchase, every kind word, every piece of feedback. You made this journey worthwhile.
To my seven incredible colleagues and our talented interns,
If the note above was hard to write, this one is even harder.
You took a chance on a startup. You believed in an idea when it was just that—an idea. You worked late nights, celebrated small wins like they were giant victories, and turned challenges into opportunities with grace and grit I’ll never forget.
I need you to know: El Schatteler’s success is your success. Every sale, every happy customer, every milestone we hit—that was because of your talent, your commitment, your heart.
As El Schatteler merges with the new organisation, I want to assure you that I’ve fought hard to ensure this change honors everything you’ve built. But for those of you who this transition doesn’t serve, please know that I am personally committed to supporting your next steps—whether that’s introductions, recommendations, or simply being a sounding board as you navigate what’s next.
I’m not abandoning you; I’m simply redirecting my path. And I hope some of you might even join me on future adventures when the time is right.
What we built together matters. You matter. I’m a better leader and person because I had the privilege of working alongside you.
Stay in touch. I mean it. You have my number, my email, and a permanent place in my professional family.