Zahra Saeed Lifestyle: A taste of finesse

Zahra Saeed’s contemporary home store makes waves in Lahore.

LAHORE:

Fashion designer Zahra Saeed presents a unique success story. Married at 17, with basic education, Saeed has managed to open a chain of fashion stores all across the United States. Known for her classic shift dresses in the US, she previously opened a similar store for Pakistani women who want options in western wear where she stocks international retail brands along with her own creations. Using the same principles, Saeed recently launched a charming home decor store adjacent to her clothing store where she stocks fancy knick-knacks from her travels in a delightful and cosy environment that reminds one of eclectic European thrift stores. The Express Tribune talks to Saeed of her shift in passion from fashion designing and travelling to unearthing unique home accessories.

What is the target audience for your home store?

My main clientele consists of the younger generation including young couples who are interested in contemporary things. These days, everything available in Lahore is so formal with ceramics and crystals. Also, there’s hardly any concept of bath accessories here like bath mats and rugs. Most things we find in Pakistan are synthetic. So we are targeting people who enjoy dressing up their homes a little differently.

What is the design philosophy for Zahra Saeed Lifestyle?

I didn’t want the home store to look like a commercial space. Since it’s a ‘sampler store’, everything we have on display is one of a kind. I personally love finding unique things, and that’s exactly what I have tried to do for my clients. I wanted to make it a fun, homey and interesting space where everything’s hidden away and you can leisurely look around the store a few times to make a purchase. It’s a huge trend in Europe to have such stores. In the United States, you can only find such stores in very small towns.

How was your transition from fashion designing to interiors?

It’s all the same. Both fields are about self-image. Your house screams out your personal taste. It is a reflection of your personal style. I’ve really lucked out with the interior consultancy here. People walk in and like what they see and next thing I know I am helping clients visualise a new look for their home. Since I give them a lot of options and have the store as a go-to place for accessories, it works out really well.

How would Zahra Saeed Lifestyle store be different from other home interior services and stores?

Most people buy stuff from Dubai which is expensive and they always complain that they couldn’t bring as much as they wanted to due to baggage allowance and the fragility of the product. Nobody is bringing home accessories from the US as I am which is actually cheaper. Interiors here are usually in wood and carvings but my pieces are very simple and clean. Although furniture is fun to put together, I am more interested in accessories for home. Our price points are also very nominal − Rs25,000 for a bed and Rs30,000 maximum for a pair of lamps that are one of a kind.

What is the challenge of operating a ‘sampler store’ like yours in Pakistan?

With such cheap labour readily available in Pakistan, it is actually the easiest country to do business in compared to other places. However, getting work done without giving kickbacks is impossible. Apart from that, it is really tough to travel and shop and get all this stuff here in one piece. Additionally, getting people used to the concept of a ‘sampler store’ will take some time.

Published in The Express Tribune, December 11^th, 2011.