In a world that constantly asks professionals to pick a single lane, Sruthi Selvaraj is a refreshing exception. Professionally trained as an architect and instinctively driven as an entrepreneur, Sruthi has built a career on the philosophy that design is a universal language.
As the Founder & CEO of Dudduel Co., a bespoke clothing store, she crafts garments that act as an extension of a person’s identity. Simultaneously, as the lead at SKS Design Group, she conceptualizes architectural spaces that transform everyday experiences. Whether she is draping premium fabric or drafting spatial blueprints, her ultimate goal remains the same: to uplift the way people live, feel, and express themselves.
TheCconnects recently sat down with Sruthi to discuss her multifaceted entrepreneurial journey, the intersection of fashion and architecture, and how she seamlessly blends creative vision with robust business strategy.
TheCconnects: Sruthi, it is an absolute pleasure to have you with us. Let’s dive right in. Most people choose either fashion or architecture, but you have successfully built businesses in both. Can you tell our readers a little about your professional journey and how you came to lead both Dudduel Co. and SKS Design Group?
Sruthi Selvaraj: Thank you so much for having me. My journey didn’t start with a master plan to run two entirely different companies; it started with a fundamental desire to create. I am professionally trained as an architect, and architecture teaches you how to think in systems, proportions, and human experiences.
As I grew in my architectural career, I realized that my passion for design wasn’t limited to physical buildings. I started viewing clothing as just another form of architecture-a habitat for the body. I founded Dudduel Co. because I noticed a gap in how people expressed themselves through clothing. I wanted to bring the same precision, tailoring, and understanding of individual needs that I use at SKS Design Group into the world of bespoke fashion. Today, I don’t see them as two separate careers. I see them as two different mediums expressing the exact same philosophy.
TheCconnects: That is a fascinating perspective-viewing clothing as architecture for the body. How exactly does this “universal language of design” translate when you are switching between designing a physical building and a bespoke garment?
Sruthi Selvaraj: At their core, both fields are about solving problems beautifully. When I design a home or an office space at SKS Design Group, I am asking: How does this person move? What makes them feel at peace? How does light interact with this room? When I design a bespoke outfit at Dudduel Co., the questions are surprisingly similar: How does this fabric move with the body? What silhouette makes this specific individual feel powerful and confident? The materials change-concrete and wood versus silk and linen-but the intention remains the same. Both require a deep understanding of the end-user, a meticulous eye for detail, and a balance of functionality and aesthetic refinement.
TheCconnects: Managing two distinct, design-heavy companies must be incredibly demanding. What are the biggest challenges you have faced as a dual-entrepreneur, and how did you overcome them?
Sruthi Selvaraj: Context-switching is undoubtedly the biggest challenge. On any given day, I might spend my morning reviewing site elevations with contractors and my afternoon selecting premium fabrics for a bridal client. The mental pivot required to jump between macro-scale architecture and micro-scale garment tailoring is intense.
I overcame this by building strong systems and learning to delegate. Early on, like many founders, I tried to micromanage every detail. I quickly realized that to scale both brands, I needed to trust my process and my teams. I also rely heavily on discipline. I segment my days and weeks so that when I am wearing my architect hat, I am fully present in that space, and when I am the CEO of Dudduel Co., my focus is entirely on my fashion clients.
TheCconnects: Every industry has its unique pain points. How do your services at Dudduel Co. and SKS Design Group address the specific frustrations of modern consumers?
Sruthi Selvaraj: In the clothing industry, the biggest pain point is the loss of individuality. Fast fashion has standardized bodies and homogenized style. People are wearing trends rather than wearing their identities. At Dudduel Co., we solve this by making clothing highly personal. We focus on bespoke tailoring, ensuring that the garment fits not just the body, but the personality and presence of the wearer. It’s about giving them their confidence back.
In architecture, the pain point is often disconnected design-spaces that look great in a magazine but feel cold or impractical to actually live in. At SKS Design Group, we address this by designing from the inside out. We align the spatial flow directly with the lifestyle of the inhabitants so that the environment actively enhances their everyday routine rather than hindering it.
“For me, clothing isn’t just about appearance, it’s about confidence, identity, and presence.”
TheCconnects: We live in an increasingly digital world, which is highly visual but lacks tactile feedback. What do you see as the biggest challenge for bespoke brands in the digital space today?
Sruthi Selvaraj: The greatest challenge in the digital space is communicating “feel.” Both of my businesses are highly tactile. How do you make a client feel the drape of a premium fabric or the spatial volume of a living room through a 2D Instagram post?
To overcome this, brands have to rely on storytelling and authenticity. You can’t just post a picture of a dress or a building; you have to explain the why behind it. At Dudduel Co. and SKS Design Group, we use our digital platforms to showcase the process-the sketches, the fabric selection, the construction phase. By bringing the customer behind the scenes, we build trust and bridge that tactile gap.
TheCconnects: You describe yourself as a risk-taker and someone who is constantly pushing past their comfort zone. Who or what has influenced this mindset the most in your life?
Sruthi Selvaraj: I’ve drawn influence from everywhere, but my biggest driver has been the realization that growth only happens in discomfort. Observing visionary architects and fashion designers who dared to break the mold taught me that playing it safe rarely leads to impact.
But honestly, the sheer desire to create something meaningful has been my greatest influence. I am intrinsically motivated by the idea that my ideas can become tangible realities that genuinely improve someone’s day. When you are driven by purpose rather than just profit, taking risks doesn’t feel reckless; it feels necessary.
TheCconnects: When your professional life revolves around constant creative output, burnout is a real risk. What do you do in your free time to recharge your creative batteries?
Sruthi Selvaraj: I step away from structured design. When you design for clients all day, every decision is tied to a deadline and a specific requirement. In my free time, I love to travel and observe how different cultures interact with their environments and their traditional textiles. I also sketch just for myself-no briefs, no clients, just pure, uninhibited imagination. Reconnecting with the sheer joy of creating without expectations is how I decompress.
TheCconnects: You’ve mentioned that you feel you are still at the beginning of your journey, which is incredibly inspiring. Do you have any advice for aspiring entrepreneurs who want to build purpose-driven brands?
Sruthi Selvaraj: Do not let the world box you into a single label. If you have passions in multiple fields, find the common thread that connects them and build your unique perspective around that.
Secondly, blend your creativity with strategy. A brilliant design without a sustainable business model will remain a hobby. Take the time to understand brand identity, consumer psychology, and operational strategy.
Finally, don’t be afraid of the unknown. Take risks, experiment relentlessly, and remember that every failure is just data telling you how to do it better the next time. Build with intention, and the impact will follow.
TheCconnects: Sruthi, thank you so much for taking the time to share your profound thoughts and vast experience with us today. Your perspective on purpose-driven design and seamlessly blending two diverse fields is truly invaluable for our readers.
Sruthi Selvaraj: Thank you. It was a pleasure sharing my journey and vision with your audience. I wish you all the best!
