About - Cup of Amber

Hey, I'm Sheethal

I have always been fascinated by how things work - from brands and systems to people and beliefs.

I have worked in places where things moved fast, broke often, and were held together with ambition and duct tape. Slowing down helped me see the systems beneath it all, the loud ones, the invisible ones, and the ones that quietly run our lives.

Cup of Amber is where I reflect on all of it, from brand narratives to feminist frameworks, from startup chaos to the stillness of mountain life.

Why I left the city

Read my blog

What I spend most of my days on

I work with teams that are bringing new ideas into the world, often while the product, market, and story are still taking shape.

I help them find the story worth telling, shape it into a clear brand narrative, and take it to the right people.

I love the messy, high–energy stage where possibilities are wide open and the story is still being written.

On quieter days, I am out in the mountains navigating trails, trees and waterfalls.

What to know before we work together

Inclusion is the bare minimum.

Respect time - yours and mine.

Email, not WhatsApp. Always.

Work is part of life, not all of it.

The way I work

Every project is different, but the flow often looks like this.

Let's just talk

We start with a conversation - what you are building, who it is for, and why it matters. I do not need slides, and I do not expect you to have all the answers.

See if we click

Learn your story

Know your problem

Let's just talk

We start with a conversation - what you are building, who it is for, and why it matters. I do not need slides, and I do not expect you to have all the answers.

See if we click

Learn your story

Know your problem

Let's just talk

We start with a conversation - what you are building, who it is for, and why it matters. I do not need slides, and I do not expect you to have all the answers.

See if we click

Learn your story

Know your problem