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I started Style Destino in September 2011 to break the stereotype that vegan fashion is drab and boring. Through Style Destino I share my personal style making a conscious decision to only use vegan and cruelty-free products.

Style Destino loves everything that is sustainable, eco-friendly, handmade and cruelty-free - when it's chic!

About Shruti Jain 

Hi! I am the editor-in-chief and Founder of Style Destino and a passionate vegan who's on the journey of sustainable living. I love salads and smoothies, am a sucker for all things vegan and healthy (I'd like to be the first person to try new things from blue matcha to moringa to turmeric lattes).

I'm a Finance professional with a Masters degree in Finance and Investments from Nottingham University, and have always had a penchant for fashion and cruelty-free lifestyle.

Fashion is not above someone's life and it is irresponsible when someone makes a fashion choice that involves taking a poor animal's life or inflicting cruelty on any living being. I believe in style that has a conscience. We are in 21st century where technology has advanced immensely, there are myriad options available and any person with a desire can make things happen. So it is sheer selfishness and irresponsible behaviour when people make unethical fashion choices.

Through StyleDestino I share everything cruelty-free and ethical in my style. The shoes, belts and handbags on my blog are non-leather (animal skin) and cruelty-free, the make-up I use is also vegan and always cruelty-free.

Luxury and compassion can coexist stylishly and Style Destino is an attempt to prove just that. Vegan fashion is not about dowdy clothes, cheap bags, or tawdry shoes. One can just easily be vegan and trot in Olsen heels, sporting a Stella McCartney luxurious vegan handbag while showing off red lips painted with Kat Von D!

I travel the world around and near and never find dearth of stylish, high quality vegan wardrobe options. Its only a matter of opening your eyes and making a responsible choice, rest everything falls in place.



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