These are my roots
I was born on 12 September 1982 in Switzerland; a country that has imbued me with a sense of precision, constant discipline, and a deep relationship with nature. I was honoured to work at Yigal Azrouël's atelier in New York City, prior to which I had experience working for well-known labels including Angel Schlesser. I launched my own brand 'Sira Ryf' in 2010 to realise my dreams of bringing on-trend, thoughtful collections to meet the needs of real women. I sold my first collections to mott, which were subsequently published in ELLE Magazine.
Keeping It Real
I saw the light of opportunity to open my first boutique after winning a national fashion contest sponsored by Laz Rozas village with Mary McCartney as ambassador. Over five years, I designed my own total look collections, ready to wear pieces, one-off samples, jewellery and accessories which were featured in stores spanning cities across Europe, Asia Pacific and South America. I was honoured to present my collection alongside top international designers at Tranoi Paris. "I enjoy the creative process so much that I lose sense of time; but I just don't feel like myself working in the fashion industry."
From Fashion Designer to Ashtanga Yoga Teacher
I obtained my certification as an Ashtanga Yoga Teacher in Rishikesh , India through Kamal Singh, disciple of Pattabhi Jois and also completed a holistic and Ayurveda course as a nutritionist. I have worked with a Nepali women's empowerment organisation in Kathmandu to share innovative designs and crafts to keep the creative spirit alive even in desperate and challenging moments of life. "We learned through each other mutually. They taught me to accept everyone as they are; it was a big lesson in love which I'll never forget."