A cut above: Feeha Jamshed expands retail business

Designer talks about her newly-opened studio, workshop and future plans.


Saadia Qamar July 20, 2013
Feeha approves embroidery motifs made by her in-house kaarigars. PHOTO: ATHAR KHAN/EXPRESS

KARACHI:


Carrying forward the legacy of her father Tanveer Jamshed of Teejays, Feeha Jamshed walked in his shoes when she was only 18. The designer, who is known for her unconventional cuts, believes in brand recognition and is making steady progress in the world of fashion. It won’t be wrong to say that the design heiress is on the road to stardom.


While sitting in her newly-opened studio in the Rahat Commercial area of Defence, she spoke to The Express Tribune about her business expansion. “I have very recently rented out this place. The collection that I showcased at the PSFW was made from here. This place is, what I would call, ‘a sample factory’, where I approve designs and make bridal wear.”

Feeha’s association with bridals dates back to her teens. “I started designing bridals when I was 18 years old. Bridals have always been a challenge for me.” The designer says she can say she is good at colours, but not ‘great’ at it. “Unlike Bunto Kazmi, who is a revivalist of bridal art, and Umar Sayeed, who has introduced modern cuts in bridal wear, I still believe designing bridal wear is a challenge for me. I am learning a lot from my kaarigars. I tell them to experiment and make the ugliest flower motifs from sequins. I want to push them and see their limits!” she adds.

Her studio houses her apprentices, who are fresh graduates from the Indus Valley School of Art and Architecture, and a team of kaarigars, some of which have worked with Feeha’s father for Teejays. Her work branches out in Feeha Mass, Feeha Prêt, couture and bridals. Feeha says her work will pace up after Ramazan is over. “People often confuse my couture with bridal; couture is not bridal. Couture is a customised outfit that you are never going to see in our store; it will always be made-to-order.”

Apart from her studio, Feeha has also set up a workshop on Bukhari Commerical, where printing, dyeing and stitching of her clothes is done in-house. “There was a time when I would get solid stuff from Aashiana. However, now with the in-house dyeing and printing, it’s been four months that I have not gotten printed fabric from there. She added that except for solid whites, she does not buy material from markets.

Feeha is planning on opening two retail outlets in Karachi — one at Dolmen City Mall and another nearby. “You might not like everything at the shop. Most definitely you would only buy one dress and go, but in any case, this will be a win-win situation for me.”

And if things go as planned, she plans to launch her collection of handbags three months after opening her stores.

Published in The Express Tribune, June 21st, 2013.

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