I’m Sheida, a Milan native who, along with my twin sister Narghes, was born into a beautiful blend of cultures.
Our mother hails from Tehran, Iran, while our father is Italian, creating a wonderfully diverse upbringing for us.
Growing up in England and the USA with Persian roots meant we were constantly on the move, traversing continents to be with family. My passion for fashion blossomed early on, nurtured by the vibrant atmosphere of Milan. At just 20 years old, I embarked on a journey with the prestigious Prada Company, witnessing firsthand the evolution of one of the world’s foremost fashion houses. Specializing in shoes initially, I later expanded my expertise to include bags and ready-to-wear collections, notably with Miu Miu, where I served as a Sales Manager.
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.
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.
Today, the Enplus:Sheida brand offers a range of POUF BAGs in various materials, with a focus on velvet. Additionally, I curate special editions throughout the year, providing customers with the exclusivity they desire.
Enplus:Sheida isn’t just a brand; it embodies love, joy, happiness, kindness, and faithfulness—values that drive every aspect of my work.
