Our Story
From humble beginnings to dreams of craft & Community read our story below ↓
From Sonali with love
Spoil Me Silly is a Mumbai-based Craft & Fashion House founded by Sonali Awasthi in 2010.
Having grown up running behind her bank-teller mom across Delhi's many markets in the hunt for the perfect fabrics, we are a brand rooted in a generational admiration for India's craft history.
A Simple Arbiter of India's Crafts
Our goals are simple: exemplifying Indian craft and culture. Working with artisans at the grassroot level with little intervention is our raison d'etre. In whatever small way, keeping India's aesthetic history alive through an ethical practice designed for all.
Crafting for All
Rooted in Sonali's work at Taj, a culture of care, humility, and service suffuses our brand. Here, we believe clothes and style are the right of all people. Negotiating her own experiences with body image, Sonali aims to create a space for women to be comfortable and free of societal standards.
Our Founder
Sonali Awasthi
I have always been enamoured by the act of making. Since the voracious fabric hunts I made with my working, banker mom in Delhi's Lajpat Nagar, the hours spent arguing with the local tailor: my story is rooted in middle-class aspiration and told best through dreams of beauty I found in magazines like "Good Housekeeping."
Clothes can be scary, and I wanted to design for women like myself: of every skin color and size. Delivering India's crafts to all of India's extraordinary women to wear everyday is the guiding mission of this brand.
Spoil Me Silly is a space and community for women, by women: welcoming, ethical, authentic.
Regulatory Information
- Founded by Sonali Awasthi as a Sole Proprietorship in 2009, operating as a Gourmet Cooking and Catering Firm.
- Opened Fashion Kiosks in Inorbit Mall (Malad), Inorbit Mall (Vashi) and Viviana Mall (Thane) from 2013-2016
- Opened first Independent Store in Mumbai's Thakur Village in 2015
- Expanded to new location in Thakur Village in 2019
- Launched the new spoilmesilly.in website in 2020
- 2022: Converted the business structure to an LLP, with Spoil Me Silly by Sonali becoming a trademark owned by Spoil Me Silly Lifestyle LLP, with partners, Sonali Awasthi and Ramnish Awasthi.
2009 → Beginnings
Gourmet Cooking?
Wait! Did you say food? Yes, our fashion brand began when Sonali, an IHM Mumbai Grad started Spoil Me Silly as a gourmet catering company for high end private events...
2010 → Fashionable pivot
From 12 earrings
In early 2010, Sonali embarked on a hunt for simple, daily wear earrings... The criteria was simple: unique, eclectic, a blend of traditional and western sensibilities and built to last. The hunt was proving to be fruitless, and so ever-creative Sonali veered from the trodden-path and decided to just make her own! Those first 12 earrings, those are SMS' soul.
2013 → Let's go to the mall!
Inorbit
After countless exhibitions and rave reviews, Sonali's yearning for a physical space yields our first store at Inorbit Mall in Mumbai... We expand quickly to 3 locations across the metropolitan region.
2015 → the store
Thakur Village
With our collections growing and a decline in the popularity of malls, we descended to Mumbai's bustling streetscape. Our first flagship store in Thakur Village, albeit tiny, allowed for an independence that catalysed the SMS you see today. Our tiny, creative "maker's corner" let us experiment with paint and wire and thread to create wild and improbable things...
2019 → the new store
Bigger, Better
Ambitions outgrowing space yet again, we moved into our current Thakur Village location, undulating into a much larger space: a true Boutique. Hosting book readings and performances was suddenly a possibility, a true cultural space for the modern Indian.
This larger space allows us to rediscover Sonali's Hotel training: sumptuous service, impeccably delivered as though from a bygone era...
present
where from here?
We're now an established brand, with a loving community of customers across India and the world. Where are we going next? We've got some stuff up our sleeves. Stay tuned!