Silverware items, pure silver jewellery and a number of designer collections are now on display at Emporio Taneez which was launched in the city on July 22, adjacent to Gul Ahmed Ideas located in Clifton.
Zeenat Saeed Ahmed, the owner of Taneez said, “My inspiration started with a silver table that I had at my house. Initially, I catered to local crowd and my designs had a very eastern feel to it, now with the passage of time, I have designed stuff that has western appeal as well.”
About her newest venture Ahmed said, “I wanted everything under one roof, from silverware items to the pure silver jewellery to designers bringing in their collection and catering to the local women.” She said, “It’s the best idea to buy silverware for a young bride and she can even order her entire bridal trousseau outfits from here.”
For Ahmed, going into this silverware business has been great, as she believes, “With gold becoming extremely expensive, silver is becoming increasingly popular and catering to the silver demand is the need of the hour.”
Present at the event was former actor and current Fashion and Media Consultant of Trade Development Authority of Pakistan (TDAP) Mehreen Ilahi, who said, “It’s a good venture and I believe the products are all of export quality. Taneez should start thinking on those lines, too. I am definitely looking at the products from an export angle.”
For young Ayesha Kamil, a customer, “It’s cool that everything is now available under one roof. This is amazing.” But one anonymous customer said, “The designs are good, but one must not forget that all pieces I have brought from them have rusted and are in bad shape.”
Collections by Umar Sayeed, Nazish Lutfullah, Kaukab Zia and Shahla Rahman of Unbeatables are all on display at the store. “I think everybody needs a chance. I just hope they do well,” said Sayeed. “I feel a multi-brand store has its advantages. I know I have a shop at Park Towers, but some shoppers might come to view another designer at Emporio Taneez, and end up buying my outfits as well. Besides, this is a new venture and a good way to expose oneself,” stated Rahman. Kaukab Zia, who has been doing pret for 19 years and has exhibited her creations in New York City and Paris, displayed her collection for the first time in Pakistan.
Next, Ahmed plans to go international and open a shop in Qatar by September this year and hopefully in Los Angeles soon.
Published in The Express Tribune, July 24th, 2011.
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