Meet Veronica D’Souza – entrepreneur, artist, and visionary changemaker.
She co-founded Ruby Cup and later founded CARCEL, a Danish fashion brand that partnered with women in prisons in Peru and Thailand (2016–2021).
Known for her innovative approach to social entrepreneurship, Veronica has built impactful businesses and worked closely with women in some of the world’s most vulnerable communities. With Indian–East African and Danish roots and a childhood shaped by music and cultural diversity, she recently taught herself to produce music and is currently working on finalizing her second album as an independent musician.
Today, Veronica is an advisor, board member at The Soulfuls and The Danish Design Council, a speaker, and a creator who continues to explore new, meaningful projects alongside her music.
Veronica is a woman full of possibilities.
At Maalouf, we’re inspired by women like her, those who dare to reimagine systems, challenge norms, and lead with both heart and vision.
IN CONVERSATION WITH
VERONICA D'SOUZA
Q: Who are you, and what do you do?
A:
"I’m Veronica — a musician, social entrepreneur, and a builder of things. I care about the world, and I use whatever tools I have — imagination, strategy, storytelling — to create beauty, connection, and systems that make more sense — and then I make music to stay sane in the process."
Q: How did you first connect with Maalouf?
A: "I got to know Mathilde when she designed for CARCEL — we created beautiful silk pieces with the women in Chiang Mai that I still cherish and wear. I remember hearing about her incredible vision for Maalouf before it even had a name.
Amazing to see it grow."
Q: In a world that often feels fast-paced and unpredictable, how do you approach the things you buy and hold onto?
A: "If it’s beautiful, well-made, or has survived a wild chapter of my life — it stays. Working in fashion cured my appetite for buying new, so I don’t shop often. But when I do, I want it to be made fairly and with intention.
There’s a person behind every garment — I always ask who made it."
Q: What is your earliest underwear memory?
A: "I was an anarchist from birth I think, and took pride in dressing myself from the age of three — often forgetting to wear underwear to kindergarten. I didn’t see the point; it didn’t add anything special to the outfit I had carefully chosen. It wasn’t until school that I became a regular."
Q: What has been your underwear journey?
A: "Low-drama and peaceful."
Q: Is there such a thing as the perfect piece?
A:
"Something that feels designed just for me, or something that has been carefully planned for me - by someone else."
Q: Do you wear underwear as outerwear?
A: "Not yet."
Q: Do you have “going out” underwear?
A: "No. I just avoid the ‘too worn’ ones — those are my favorites and just for me."
Q: Has there been an occasion where the underwear made you fall in love with someone?
A: "No. But I did fall for a guy who wore ridiculously oversized boxers. I wrote a poem about how we could use them as a parachute and travel through the air together.
Equal parts romance and comedy. He later became my boyfriend."
Q: Is there a piece of art, film or literature that you remember because of the underwear?
A: "Superman. I’m not sure I ever really understood that choice."
Last but not less important…
Q: What is a perfect meal or dish to be enjoyed when you’re just in your underwear?
A: "I write most of my music in my underwear, so honestly — almost anything goes. But a South Indian curry with loads of chilli, coriander, and raita feels like home to me. "
Thank you, Veronica, we are so honoured you joined our journal and welcomed us into your home, even singing and playing for us.
And as always, thank you to Katrine Møbius for capturing it all so beautifully. <3
All the best - Until next time!