OUR STORY
Overview: Shop Mauve is a contemporary fashion brand curating versatile clothing that combines comfort and elegance. With a focus on creating modern pieces, the brand empowers individuals to embrace their personal style effortlessly. What began as a shared passion during college—designing outfits and experimenting with styling—evolved into something much bigger.
At Shop Mauve, we love designing for our people, making every day wear not just practical but fun too. We believe that even the simplest outfits can feel fresh and exciting, empowering individuals to express themselves with ease and confidence.
When it Started: Shop Mauve began its journey in 2022 with the vision of transforming everyday wear into something elevated, cute & comfy! Launched amidst the uncertainty of COVID, we never imagined how much it would grow. From starting small and selling exclusively on Instagram, Shop Mauve has blossomed into a full-fledged brand with its own website.
Inspiration: The name "Mauve" reflects our commitment to subtle yet powerful design that speaks volumes. Interestingly, the brand was initially going to be called MOV, which stands for Made by Oorja & Vatsala. However, since MOV also sounds like the color mauve, we decided to embrace the name Mauve instead. Mauve, a soft purple hue that is often understated yet undeniably beautiful, perfectly symbolizes our vision of creating designs that are refined, distinctive, and quietly impactful.
Why It Started: Oorja and Vatsala founded Shop Mauve with a clear mission: "Be Comfy, Be You." They wanted to offer elevated everyday fashion that prioritizes comfort without compromising style. The goal was to create pieces that make you feel good inside and out—perfect for your everyday life, but reimagined with an edge.
Product: Shop Mauve offers a thoughtfully curated collection of elevated basics, wardrobe staples, dresses, and sets that seamlessly blend functionality and style. Each piece is designed to add versatility to your wardrobe, making it easy to put together looks for any occasion.
What Problem We Are Solving: The brand addresses the common challenge of finding clothes that are both stylish and comfortable. Shop Mauve ensures that individuals no longer have to choose between looking great and feeling at ease. By offering well-designed, cohesive pieces, Shop Mauve empowers individuals to mix, match, and express their unique style.
What Makes Us Unique: Shop Mauve is a founder-faced brand that reflects the personal journey, creativity, and vision of its founders. Born out of a shared love for designing and styling, the brand took shape during the pandemic and has since evolved into an amazing community of individuals. By sharing our story and staying connected with our community, Shop Mauve stands apart from traditional brands, offering not just clothing but a glimpse into each piece. This personal touch makes the brand relatable, resonating with individuals on a personal level.
Sustainable Aspect: As a women-led brand, Shop Mauve prioritizes both environmental and social responsibility, believing in the power of small, meaningful actions that create an impact. Shop Mauve is committed to reducing its environmental footprint through small-batch production and timely releases. By producing in limited quantities and sourcing locally available materials, the brand aims to minimize waste and avoid the harmful impact of overproduction. Every decision is made with a mindful approach, continuously striving operate more sustainably.
About the Founders: Oorja Shah & Vatsala Kalani, co-founders of Shop Mauve, are passionate about making comfort fashionable and ensuring their brand feels relatable to their community—individuals just like them. With a shared belief in empowering others through style, they have built a brand that celebrates authenticity, ease, and the joy of expressing personal style.
Oorja’s path into entrepreneurship began while studying at Babson College, where she earned her BSc in Business Administration with a focus on Business Analytics. Combining her love for fashion with her expertise in business, she co-founded Shop Mauve, a brand that seamlessly blends practicality with style. A strategic thinker, Oorja plays a key role in driving the brand’s growth and development, particularly in the areas of design, production, and operations. She ensures that Shop Mauve remains a go-to destination for stylish yet practical clothing.
Vatsala’s journey began with a BSc in Business Administration from Babson College, where she focused on Economics and Finance. Driven by a passion for combining fashion and business, she further pursued her master’s degree at London College of Fashion, gaining a deeper understanding of the industry. As the creative mind behind Shop Mauve, Vatsala leads all marketing and social media efforts, bringing fresh ideas and innovative strategies to the brand. She also plays a vital role in administration, management, overseeing sales, and ensuring smooth operations across all aspects of the business.
Future Goals: Together, Oorja and Vatsala are focused on growing Shop Mauve into a globally recognized brand, all while remaining true to their core belief of "Be Comfy, Be You." Their future vision includes introducing inclusive sizing, continuing to build a loyal community and becoming the go-to clothing brand for everyone.