Little Shivangi loved accompanying her father to his leather factory. As she looked at the beautiful things around her, she would dream of tiny elves magically transforming sheets of leather into the lovely pieces of art her father was known for. In her imagination, the factory, and the charmed world of fairy tales – peopled by magical beings and princes – merged into one, each breathing life into the other.

Shivangi would feel the leather between her fingers, play with its texture and feel its soft caress upon her skin. In time she realised that the ten elves of her imagination were really her own fingers. She knew that she was destined to bring life to her own designs, create a brand and carve out a niche for herself in the world of leather fashion.

The name Ten Elves is a tribute to her own childhood memories. For Shivangi’s dreams have now become a reality, riding on her consuming passion and sheer grit to find her place in the sun. The very word ‘leather’ lights up her eyes and she calls the Ten Elves ‘magic makers’. However, she does not wish to conjure a fairy tale world with the wave of a wand. She wishes to build it up painstakingly, brick by brick, giving shape to her imagination with all her dedication.