We present a new technique to infer dust locations towards reddened Type Ia supernovae and to help discriminate between an interstellar and a circumstellar origin for the observed extinction. Using Monte Carlo simulations, we show that the time evolution of the light-curve shape and especially of the colour excess E(B - V) places strong constraints on the distance between dust and the supernova. We apply our approach to two highly reddened Type Ia supernovae for which dust distance estimates are available in the literature: SN 2006X and SN 2014J. For the former, we obtain a time-variable E(B - V) and from this derive a distance of 27.5(-4.9)(+ 9.0) or 22.1(-3.8)(+ 6.0) pc depending on whether dust properties typical of the Large Magellanic Cloud (LMC) or the Milky Way (MW) are used. For the latter, instead, we obtain a constant E(B - V) consistent with dust at distances larger than similar to 50 and 38 pc for LMC-and MW-type dust, respectively. Values thus extracted are in excellent agreement with previous estimates for the two supernovae. Our findings suggest that dust responsible for the extinction towards these supernovae is likely to be located within interstellar clouds. We also discuss how other properties of reddened Type Ia supernovae - such as their peculiar extinction and polarization behaviour and the detection of variable, blue-shifted sodium features in some of these events - might be compatible with dust and gas at interstellar-scale distances.