Wynona Barua, Barnard College

Growing up in the UAE, Wynona never considered being an entrepreneur. She perceived it as a male-dominated field. But her empowering education from Barnard College inspired a change of heart. Earlier this year, she partnered with her mother to launch Gunaa, a company that produces custom-made women’s clothing from the distinctive, heirloom silks woven in Assam, a region in Northeast India. She talked to us recently about her evolution and the challenge of starting a new business.

IO: Congratulations on the launch of Gunaa! What sparked this endeavor, and how did you end up partnering with your mother?

Wynona: When you shop for clothes or textiles in our modern era, most are mass-produced, polyester products of fast fashion. With Gunaa, we wanted to redefine luxury as timeless, classic, and elegant. Our garments are made-to-order, emphasizing craftsmanship and intention. 

I couldn’t imagine doing this business with anyone but my mother. She is not only the link between me and my Assamese heritage, but she also steeped me in her philosophy: “Do everything as an art.” In many ways, we have always been creative together—baking whimsical desserts or embroidering side by side. When I was younger, she took the traditional Assamese dress, the mekhela chador, and transformed it into something new just for me. When I wore it, people would stop and ask, “Where did you get that?” That moment planted the seeds for what would eventually become Gunaa.

My mother leads the design of our pieces and much of the interaction with the artisans, drawing from both her fashion background and Assamese upbringing. I lead the creative direction and strategy of our brand.

IO: Where are you based, and how is your business set up?

Wynona: Our pieces are made to order in Assam and distributed worldwide. We see ourselves as an international brand—not just in terms of operations, but in our design and identity. For example, the UAE has been our home for over 25 years, so we design abayas cut from our handloom silk. This combination of Islamic design and Indian materials has existed since ancient times. Our goal is to reinterpret classical, heritage styles for contemporary, global customers.

All of this is brought to life through our collaboration with female artisans from the historic rural weaving communities of Assam. We hope that our efforts will help build awareness and boost the business of this heritage craft, which is declining as skills are lost and climate change impacts Assam’s silkworm production.

IO: Are you happy with the response to your company so far?

Wynona: Our first collection launched earlier this year, and it has been incredibly exciting to share our creations. Customers are delighted when they experience the pieces, especially in person. They can feel the weight of the garments and the texture of the handwoven fabric. We believe there is a real hunger for substance, artistry, and thoughtfully made pieces.

However, the current conflict in the Middle East is concerning, and we’ve had to shift most of our customer interaction to online. We still offer private viewings by appointment, where customers can experience the pieces in person, explore the textiles more closely, and request personalized fit adjustments. Over time, we also hope to bring the brand into physical spaces through intimate pop-ups and exhibitions.

IO: You graduated from Barnard in 2023. Did your university experience influence your current path?

Wynona: Since I double-majored in English Literature and Film & Media Studies, people are often surprised by my transition into business and textiles. But for me, all these fields are forms of storytelling. Assam silk, in particular, carries stories through its trademark motifs. Through Gunaa’s products, we are conveying these stories to a global audience.

IO: Did you have entrepreneurial aspirations before college, and did that influence where you applied?

Wynona: I never really dreamed of becoming an entrepreneur when I was younger. Subconsciously, I associated business with male-dominated fields like tech and finance—spaces where I didn’t feel my creative strengths belonged. I chose Barnard because I wanted to study storytelling and visual expression through film and literature, and it offered exceptional programs in both.

However, it was the experience of being part of a women’s community that had the most profound impact on me. It helped me recognize and challenge my own subconscious biases. Barnard alumni, from Martha Stewart to Greta Gerwig, demonstrate what is possible when creativity and management come together. Business requires creativity, just as creativity needs structure to thrive. My time at Barnard and in New York City, in all their color and grit, expanded my sense of what was possible.

IO: What advice do you have for high school students applying to university and thinking about their future goals?

Wynona: Don’t listen to me—or to anyone else. Develop your own voice and act on it. Not only will you stand out in your Common App essay, but you will stand out in life. Look at figure skater Alysa Liu at the Winter Olympics; she succeeded on her own terms! That’s what it means to write your own story.