In the limelight at Saleem fabrics

It came as no surprise that women went bonkers at the mere mention of the Sana Safinaz lawn launch in Lahore.

Hani Taha March 21, 2011


It came as no surprise that women went bonkers at the mere mention of the Sana Safinaz lawn launch in Lahore. With a much spacious venue at Liberty Market’s famed Saleem Fabrics, one knew the experience of the launch would be nothing short of epic. Moosa Iqbal, the son of the owner Mohammad Iqbalm had chuckled a night earlier that women would be queued up at the store as early as 7 am. And he was not wrong. Nearly thirty odd women woke up at an ungodly hour of 7 am on the designated date of 18th March to be sorely disappointed by the establishment that the stocks had not yet arrived. Many women, including myself, viewed the statement with pointed suspicion. How could a brand like SanaSafinaz be this irresponsible? Don’t they live in Karachi and know of the country’s condition with the transport strike and the Raymond Davis havoc? Women questioned. Surely Saleem Fabrics is lying they concluded in their loyalty for the brand.

SanaSafinaz’s PR manager, Freiha Altaf however confirmed that the stocks had indeed gotten delayed due to the tense political turmoil. What was wrong, as women complained bitterly, was that Saleem Fabrics did not post this information outside the store. More women piled and plied the establishment, as Iqbal confessed to have received calls from the Chief Minister, Prime Minister and other leading political figure’s ladies had called in to reserve stock. Quite an unfair advantage, but a calm Iqbal: “I have enough stock for everyone. We have 11,000 suits right now.”

Sure enough 20 women waited with bated breath at 8am to lay claim to the coveted stock. “We had given time to our clients so we had to open up this early,” said Iqbal who nicely explained to women to calm down assuring them yet again that his staff was there only to serve them. “We don’t lie. The stock arrived last night and we have just gotten around to displaying it,” he said.  Lo and behold, true to his word, there was none of the frantic frenzy that one expected and the early birds got a fair share: some four, eight and even 16 joras purchased by the ladies. How the day proceeded, I cannot tell, for as the early bird, I got my fill for the summer.

Published in The Express Tribune, March 21st, 2011.


Amina | 10 years ago | Reply And Saleem Fabrics were selling the lawn suits for Rs 4150 and above. Is this teh original Sana Safinaz price, ppl got in Khi?
Ayesha khan | 10 years ago | Reply Sana safinaz exhibition was nothin but chaos salesman were pushing each other to get prints and d illiterate extremely batameez crowd of lahore who haven't learnt d word excuse me raided d shop.I saw women snatching joras from little gals hand.I wonder why can't sana safinaz higher a place as reputed brands such as crescent and junaid jamshed did in order to allow women some place to doubt d joras sold like hot cakes but d display and management was extremely disappointing sana safinaz should plan an appropriate venue if d plan on displayin dere collection next year.
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