Bhawya Joshi

For nearly five years, my life ran on the steady rhythm of a bank. I spent close to half a decade at Bank of Baroda — dependable, structured, the kind of career that looks complete on paper. Then I became a mother, and a small, ordinary errand quietly redrew my whole plan.

I went looking for a princess dress for my daughter. I wanted what every mum wants — something that would make her little girl's eyes light up, but that she could actually move in, sit in, twirl in, and nap in. What I found was a frustrating trade-off: the dresses that looked magical were stiff, scratchy and built for a photo, not a child's day. The ones that were comfortable looked like nothing special at all. Beautiful or wearable — never both.

If I couldn't find it, I reasoned, neither could the millions of other mothers staring at the same shelves. So I left the bank and built the brand I'd been searching for. Fairy Frills handcrafts princess and themed party dresses — Elsa, Anna and Belle-inspired gowns, birthday and ethnic wear, and mother-and-daughter matching sets — designed from the first stitch to be as comfortable as they are enchanting. Founded in 2024 out of Hyderabad, the label now ships across India and to families in the US, UK, UAE, Canada, France and Germany.

"My daughter deserved a dress that was beautiful and kind to wear. Every little girl does. I built Fairy Frills so no mum has to choose between the two."

And because I know how mums actually shop — phone in one hand, toddler in the other — I made Fairy Frills AI-native from day one. Shoppers use a Virtual Try-On to see the look before they buy, and an AI Story Generator that spins a personalised fairy tale around the dress their daughter just picked. It's commerce that feels like play — and it's why a brand born from one mother's search now reaches parents far beyond any single city's boutique row.