Winter, it’s not a wrap yet

Designer Nida Azwer offers diverse range of hand-printed, embroidered pashmina shawls

KARACHI: When Nida Azwer launched her range of shahtoosh shawls a year ago, she landed herself in trouble with activists, who termed the slaughter of chiru for the luxe fabric as a gross violation of animal rights. Now, the designer has downplayed the controversy and is back with a range of pashmina shawls from Kashmir.

Commenting on the authenticity of the shawls, Azwer says, “They’re made of pure pashmina and all the fine quality materials [used] are from Kashmir.”  She adds, “All our shawls are unique in their own way and we never repeat designs. They are usually hand-crafted and are exclusive.” She shares that her collection boasts a variety of designs and that a new design is created every time she receives an order.

Of the design aesthetics of the shawls, which are not exclusive to winter in Karachi, Azwer states, “Our designs vary from miniature to circus-themed to florals,” she states. “I have played with rich colours and different patterns. From hues of red and pink to shades of white and beige, we offer a diverse collection.” Her hand-printed, embroidered shawls are embellished with resham handwork. She says the shawls feature threadwork and, “occasionally, [they] get orders for marodi and zari work.”

As to why more designers aren’t tapping into this thriving market, she comments, “It requires a grand financial scale to invest in the raw materials and hand-embroidering the shawls. This could be one of the reasons why designers are hesitant to invest in the market.” Recounting her brand ideology, she explains, “We are devoted to embroidery and hand-crafted products that are exclusive. We’re always looking to create unique pieces, which is why we indulge in the art of shawl-making.”

Published in The Express Tribune, January 29^th, 2015.

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