Niki Shamdasani is co-founder and CEO of Sani, a sister-owned and operated South Asian-inspired fashion brand that’s bringing the best of South Asian embroideries, craftsmanship, and fabrics to the U.S. She spoke on a panel at the 2022 National Retail Federation (NRF) Big Show in New York City earlier this year, sharing her insights into building brand loyalty across different generations. Shamdasani was a featured speaker at the event’s FQ Equality Lounge.

In this interview at the Big Show with Women in Retail Leadership Circle Senior Editor Marie Albiges, Shamdasani discusses how she created Sani to serve a niche of consumers shopping for South Asian weddings, and how her brand has tapped into today’s cultural zeitgeist to engage with customers. She shares how Sani has gained success on TikTok, how its brand values have evolved as the company became more connected to its customers, and where shoppers can find Sani online.