Enplus:Sheida

In early 2020, just before the onset of the pandemic, family priorities led us to close the gallery doors. Undeterred, I embarked on a new venture, founding the Enplus:Sheida brand. Inspired by a desire to repurpose military vintage jackets, I adorned them with feather details, sequins, and patches, resulting in an instant hit.

The success of the jacket line spurred me to explore new horizons, leading to the creation of the POUF BAG using sumptuous velvet. Collaborating with skilled artisans in Milan, each bag is meticulously handmade, honoring Italian craftsmanship and attention to detail.

My career at Prada spanned an impressive 13 years, a period marked by immense professional growth until I embraced motherhood with the arrival of my cherished daughters, Aurora and Letizia.

Transitioning into the family business, an art and antique gallery founded by my mother 45 years prior, was a natural step. Alongside my sister, we transformed the space into a captivating blend of antique Middle Eastern art, carpets, and modern sculpture. Introducing a bijoux corner was my brainchild, offering a curated selection of eclectic jewelry to complement the gallery’s treasures.