Exclusive Interview with Urban Turban

Urban Turban is a hot accessory designer brand based out of Ahmedabad. It features fun, contemporary and modern jewellery which helps you play dress up or dress down. Heli Shah is the brand owner of Urban Turban and The Ahmedabad Blog had the honor of interviewing Heli Shah about Urban Turban, her products and entrepreneurship.

Urban Turban | Ahmedabad Based Fashion Label

Urban Turban | Ahmedabad Based Fashion Label

The Ahmedabad Blog: How did the idea of Urban Turban come up? What is the significance of the name?
Heli Shah: Urban Turban, to be very honest was started as an experiment and later caught on to us as ‘the’ apt name for our venture as the aim was to be ethnic with a modern twist!


The Ahmedabad Blog: When did you launch your business?
Heli Shah: Urban Turban was launched in September 2012 with intricate designs by the local artisans and later we started retailing urban products with the Indian twist.


The Ahmedabad Blog: Why did you decide to set up your jewelry business in Ahmedabad?
Heli Shah:  Like every young entrepreneur I wanted to bring a revolution in my field of work and what better place to start a venture than one’s own hometown.

The Ahmedabad Blog: What type of shopping experience do you want people to have?
Heli Shah: Since all our products are carefully curated keeping in mind the current trends and wearability, we aim to provide a fuss free shopping experience delivered at their door step.


The Ahmedabad Blog: What makes your products unique?
Heli Shah:  Urban Turban products are curated keeping in mind needs of a regular girl and it gives an opportunity to a wearer to experiment with her look without being OTT.


The Ahmedabad Blog: What are your specialty products or popular products?
Heli Shah:  Statement making earrings and cuffs have been the biggest rage and it doesn’t seem to fade anytime sooner.


The Ahmedabad Blog: Since you are based out of Ahmedabad, any shopping trends you see that are specific to Ahmedabad?
Heli Shah: On the basis of my experience, girls  from Ahmedabad hoard earrings and neck pieces that can be paired with both, Indian as well as western wear.


The Ahmedabad Blog: What are the challenges you faced? 
Heli Shah: Fortunately the only challenge is to judge the fashion scene and keep on updating our collections with a fast moving  trend, and trust me, we’re learning pretty fast 😉


The Ahmedabad Blog: How has your journey been so far?
Heli Shah:
 Its been a slightly jittery ride and a slow start but we are getting an amazing response from many established in the industry, and are sure to be more aggressive and ‘out there’ in the future.


The Ahmedabad Blog: One reason why every Amdavadi should buy Urban Turban products?
Heli Shah: Me and my team being pukka Amdavadis, know the pulse of the people here and are sure to deliver to any taste that a potential customer might prefer. We’re quite radically leaving a footprint in people’s lives all over India.


The Ahmedabad Blog: One tip for Amdavadi Entrepreneurs
Heli Shah: Follow your dreams always! And remember to be humble with your customers.

*Special THANK YOU to Heli Shah for taking the time out of her busy schedule to do this interview. Thank you!

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Hemal Mehta

Hemal is the Editor and Blogger-in-Chief of She handles the content strategy and development side of the blog and coordinates with contributors and interns.

Article written by Hemal Mehta

Hemal is the Editor and Blogger-in-Chief of She handles the content strategy and development side of the blog and coordinates with contributors and interns.

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