Festival celebrates heritage, women empowerment

In a vibrant celebration of culture, artistry, and women empowerment, Serena Hotels, under its Culture Diplomacy initiative, collaborated with Nomad Gallery to organise a two-day Crafts Festival on September 7 and 8, 2024.

The festival showcased Pakistan's rich artistic heritage. It featured the beauty of the Kalash people and their cultural contributions with the screening of award-winning documentary "Discovering Greater Chitral", which celebrates the natural beauty and heritage of the region.

The event offered a dynamic showcase of handicrafts, textiles, design aesthetics and contemporary art, focusing on women's economic empowerment and cultural preservation. Artisans and women entrepreneurs from regions across Pakistan, including Punjab, Sindh, Balochistan, Khyber Pakhtunkhwa, Gilgit-Baltistan and Kashmir presented exquisite creations including jewellery and textiles which reflected Pakistan's diverse artistic traditions.

The Swiss Ambassador to Pakistan, Georg Steiner, inaugurated the festival as the guest of honour. Speaking on the occasion, he said, "Art and culture are powerful tools for promoting mutual understanding and strengthening the ties between communities. This festival is an excellent platform to showcase the creativity and strength of Pakistan's artisans, especially women who are using their craft to drive economic and social change."

The Crafts Festival is an attempt at continuing commitment to preserving cultural heritage and empowering communities. Through its extensive CSR programs, Serena Hotels has long supported the development of sustainable tourism and cultural preservation, providing platforms for artisans and entrepreneurs to thrive.