We had the good fortune of connecting with Amrita Arneja and we’ve shared our conversation below.

Hi Amrita, we’d love to hear more about how you thought about starting your own business?
I always wanted to do something in the creative field so after I finished my Post Graduation in Fashion Design I worked for a little while and started my shoe label FEETA. I always wanted to use the beautiful handcrafted fabrics and use the generations old craft of making them by hand to bring it to the world. The idea of having a brand which supports the age old craft and helps it revive was always a priority for me.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
Feeta is a luxurious,diverse and slow fashion shoe company utilizing rich vibrant fabrics like Brocade & Jacquard inspired by the bright culture of India. Each shoe is handmade with great quality in mind,crafted in India.

I chose to use the fabrics and colors to keep the culture of hand weaving alive by bridging that style with the world through high quality fashionable shoes.

The name Feeta itself is also inspired by the culture that helped create the brand. Feeta means “shoelace” or “measuring tape” in Punjabi, tying that to the brand was important for me to represent.

As a young female entrepreneur, I find myself working hard to make an imprint in the fashion industry. For me, diversity,fair trade,positive working conditions was the first step of creating Feeta, then came the design,quality and vision of the brand.

It took me almost two years to find a vendor which would make the quality product I wanted my brand to represent.
Sourcing the right fabric and the whole design process takes a long time, from the moment of the ideation to fabric sourcing to samples, finally to production and photoshoot.

To where I am today, I would say being consistent has helped and the thing that sets my brand apart is the the quality of the shoes which can be compared to any luxury brand.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
There are quite a few places I like here. Javier’s in Newport, Manuela in DTLA, BaarBaar in DTLA, Corona del mar if you want to spend a day at the beach. Santa Monica pier is good too, Griffith observatory and the view from that, Hollywood sign hike is good, LACMA for the lights in the evening, Hollywood walk of fame to name a few.

Who else deserves some credit and recognition?
Whatever I have learnt about fabrics and embroideries apart from my education is from my mom. She has always been supporting me in my learning process.

Website: https://feetaofficial.com/

Instagram: https://instagram.com/feetaofficial?igshid=MzRlODBiNWFlZA==

Image Credits
Photographer for warehouse- Kanika Photoshoot in LA- Duncan Sachdeva

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