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Spotlight: Jeeti Pooni Founder of ‘To Desire’


Jeeti Pooni Founder of To Desire

By Zara Durrani

We sat down with the lovely and talented Vancouver designer Jeeti Pooni founder of To Desire luxury and couture shawls to chat about her inspiration, journey and locally made designs.   Website



Jeeti recalls being inspired at a young age from Bollywood films. “I instantly fell in love with the glamorous saris, the big bold jewellery, the singing and dancing in finely detailed clothing. This exposure to silk treasures allowed me to go into an imaginary world where my blanket, when draped around me, became my elaborate sari. Other movies like Romeo and Juliet, Gone With The Wind and Cleopatra drew me into another sort of fashion world. I would play for hours in pretend saris and gowns entering different eras of the Maharaja, Victorian, and Elizabethan periods.”

At the age of 12 Jeeti sat down on a sewing machine and fell in love. “From then on I started to design and sew my own clothes; thus, my journey into the design world began. Thinking big and bold, in 2006, I created an exclusive collection of hand crafted luxury shawls embellished with 22 karat gold, silver, precious and semi precious stones including rubies and uncut diamonds.”


Who is an ideal To Desire woman to you?

A woman who wears To Desire shawls is stylish, confident, loves to feel beautiful, sophisticated and unique. She is a trend setter who loves luxurious fabrics and rare embellishments, appreciates fine detailing, admires hand crafted art, loves to travel and supports the empowerment of women.






What’s next for To Desire?

To Desire is expanding internationally into Dubai, London and the US. We are honored and excited to grace the shoulders of women around the world who truly appreciate being unique, love luxurious fabrics and rare embellishments, openly embrace exclusive hand crafted art and support the empowerment of women. To Desire looks forward to creating tantalizing timeless collections that inspire women to feel beautiful, loved, sophisticated, confident and fashionably unique. To Desire collections will continue to empower and inspire women around the world to have a voice and express their voice fashionably.



Any words on inspiration for people wanting to venture into the world of fashion and design?

Make sure you are committed 100% to your business. Just like you commit to raising a child, there will be good days, bad days, sick days. If you are only partially committed, the results will be partial. Who wants partial success? Only venture into something you love. Every entrepreneur goes through tough times; you will be able to put up with the tough times if you love what you do.


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Posted by Assignment Fashion

Designer and founder of Assignment Fashion.