Help someone see the colours of life

Gul Ahmed and Saniya Maskatia unite to aid Pakistan’s pioneer anti — blindness NGO.

LAHORE:

Ramadan tends to be the most active month as far as charity work goes, but what most forget is that charities and NGO’s need to work tirelessly throughout the rest of the year in order to stay afloat.

Since 1984, the Layton Rahmatulla Benevolent Trust (LRBT) has been trying to save people from blindness just because they cannot afford the procedures. With 19.5 million people still waiting for treatment, this venture is bringing the luxury and textile industry together for a greater purpose.

Fashion for a cause always excites us. It adds a certain level of humanity that makes a brand more appealing and Colours of Life is one such initiative. Sania Maskatiya and Gul Ahmed have now joined hands to show support for Pakistan’s pioneer anti-blindness NGO. The House of Sania Maskatiya has revealed a capsule collection of scarves designed specifically for retail in partnership with Gul Ahmed.

All proceeds from every scarf sold will be donated to LRBT, and the collection will be available nationwide at both Sania Maskatiya and specific Gul Ahmed outlets as of January 13, 2014.



“As a brand, we have some corporate social responsibility. This isn’t the first time we are doing such a project,” says Maskatiya, “we did participate in the You Matter initiative as well. We feel it is important to give back to society and promote the idea of charity. We have grown up supporting LRBT and a cataract operation for as less as Rs3,000 can change someone’s life.”

Shabana Shahzad, the Resources Development Manager at LRBT, talks to The Express Tribune about creating awareness and finding new avenues to raise funds. “We are constantly looking for new donors since the scope of our work has increased,” says Shabana, “We look for collaborative ventures in off-seasons to keep the revenue coming.”

“We are overwhelmed with their willingness to help in our fight against curable blindness in Pakistan with the joint initiative Colours of Life,” says Najmus Saquib Hameed, Honorary Vice Chairman & CEO of LRBT.

The initiative Colours of Life is about adding color to dimming vision. “The whole concept is that every penny that you donate can bring colour to someone’s life,” elaborates Maskatiya, “All the scarves have been done in fun and bright colours.  Two of the scarves have the signature Sania Maskatiya figurative designs, and two have calligraphy.”

The scarves come in two different sizes and materials, but the retail price remains Rs3,000

Availability of Sania Maskatiya-Gul Ahmed Scarves for LRBT:

Sania Maskatiya Outlets:

• Karachi: 4C, 6th Bukhari Commercial Lane Phase 6, DHA.

• Karachi: Dolmen City Mall, Clifton

• Lahore: Almas Tower, MM Alam Road, Gulberg III, Lahore

Gul Ahmed Outlets:

• Karachi: Razi Towers near Schon Circle, Main Clifton.

• Karachi: Dolmen City Mall, Clifton.

• Lahore: Building No.1, Block Z, Phase-3, commercial DHA.

• Islamabad: Plot No. 13 A, main double road, F7 Markaz.

Published in The Express Tribune, January 12^th, 2014.

Like Life & Style on Facebook, follow @ETLifeandStyle on Twitter for the latest in fashion, gossip and entertainment.