Shriya Baru, a senior accounting major from Cary, North Carolina, is blending her South Indian heritage with her entrepreneurial spirit to create a unique business at Elon University. With a passion for sharing her culture, Baru has turned her experiences into a growing fashion brand that resonates with students on campus.
“I come from a very traditional South Indian family, and it’s a wonderful experience,” said Baru, reflecting on her summer visits to India, where she stays with her grandparents. “India is such a beautiful country.”
Having lived in India for many years before moving to the U.S., Baru was determined to keep her cultural roots strong. During her freshman year, amid the COVID-19 lockdown, she noticed a lack of Indian representation at Elon. “I found that there were fewer than six Indians on campus, and none were from India,” she said. This realization sparked her desire to introduce Indian culture to the community in a new way.
Baru’s journey began with art. She started by creating Indian-inspired paintings and installations. “I felt Elon needed a bit of Indian flair,” she explained. By her sophomore year, she was commissioning art pieces aimed at bringing Indian culture to campus life. One of her first notable installations was a series of painted letters spelling “Elon” outside Irazú Coffee Shop, a piece that remains on display today.
As her business grew, Baru transitioned from creating painted letters to producing embroidered designs for apparel. Her vision expanded beyond art installations to include sweatshirts and t-shirts featuring Indian-inspired designs, allowing her to share her culture through wearable art. “I wanted to create something people could own and use in their everyday lives,” she said.
Baru’s efforts gained attention when she had the opportunity to present her business to Daymond John, a judge from Shark Tank, during his visit to Elon. “It was an amazing experience,” Baru said. “He gave me great feedback and encouraged me to pursue my business more seriously. That really motivated me to take it to the next level.”
Since launching her online store, Baru has sold over 300 sweatshirts on campus. Her best-selling piece is the acorn embroidery design, a fusion of Indian motifs and American symbols, reflecting her unique cultural perspective. “I wanted my designs to be elegant, not overly traditional, but still carry an Indian touch,” she said.
Baru’s business is a perfect example of the entrepreneurial spirit nurtured by the Doherty Center for Creativity, Innovation, and Entrepreneurship. As part of its Oak Originals program, the center supports student entrepreneurs like Baru, fostering creativity and design thinking.
Despite the challenges of managing a business while being a full-time student, Baru finds the experience rewarding. “It’s hard work—late nights and compromises,” she admitted. “But when I see someone wearing my sweatshirt or a piece of jewelry, it makes it all worth it.”
For Baru, her business is not just about fashion; it’s about bridging cultural gaps and breaking stereotypes. “I want to show that Indian and American cultures can come together beautifully,” she said. “My brand is a reflection of who I am—half Indian, half American.”
Baru also plans to continue her business after graduation, where she will begin working as a tax accountant in Burlington, but she hopes to keep growing her fashion brand through online sales and pop-up events in local communities like Graham and Gibsonville. “I want to do two pop-ups every week in big markets,” she said, aiming to reach a broader audience beyond Elon.
As her time at Elon draws to a close, Baru is grateful for the community that has supported her. “I was nervous when I first arrived, but I’ve never felt like I didn’t belong here,” she said. “Elon has helped me discover my true self, and I’m forever grateful to everyone who has played a part in that journey.”
Through her business, Baru is not only sharing Indian culture but also creating a platform for dialogue and curiosity about her heritage. “When people come to me after seeing my designs and express interest in learning more about India, it makes me feel like I’m contributing to something important,” she said.
For Baru, the journey from a small business owner to a cultural ambassador is one she never imagined, but one she is proud to have undertaken. “What I’ve achieved here, I never thought in a million years I could do,” she said. “I just feel blessed to be part of this community.”
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