Shopaholic alert

Ten Q aims to be an answer to everyone’s wardrobe dilemmas with an impressive list of coveted US fashion brands.

LAHORE: Despite the economic crunch in Pakistan, fashion seems to the only industry expanding. As fashion week gets underway in Karachi, a number of stores are opening up in Lahore. The latest one - Ten Q - aims to be an answer to everyone’s wardrobe dilemmas.

Run by US-based designer, Zahra Saeed, Ten Q houses clothes from everywhere; her own line as well as an impressive list of coveted US fashion brands including Victoria’s Secret, Ann Taylor, Nine West, Burberry, Abercrombie and Fitch, American Eagle, Guess, Banana Republic, Versace, BCBG and Giorgio Armani.

It’s a space that reflects Zahra’s own understated style. An unconventional glass box with mannequins adorns each side of the entrance and leads to a narrow alley which is lent out as exhibition space to furniture, clothes and accessory designers.

Ten Q could easily become a store for those looking for a last minute wardrobe fix. Given that Lahore is big on bling, it is rare to find a store for women with more sedate tastes, and that’s the niche Saeed has capitalised on.

The store stocks elegantly cut tops, casual chic shoes, funky bags, accessories and even gift items such as soaps, photo frames and watches. Brands such as Ann Taylor, Steve Madden, Juicy Couture and Nine West are “constantly in demand”, says the manager of the store. This store aims to provide closet staples for the average shopper, which few retail stores have been able to offer. Saeed opened the store based on a gap she felt existed in the market.

“Whenever I would come to Pakistan I’d notice that there’s virtually no place for me to shop for little things like a tank top or just a nice comfortable casual top of a good quality,” Saeed told The Express Tribune. “I decided that instead of complaining about the lack of options, I should create the option myself.”

Saeed has also kept prices low. “I want people to walk in and be able to actually buy something they like instead of being disheartened that they can’t afford it. The pricing is very nominal and starts from Rs2,500 so people don’t have to think twice.” Saeed also offers an opening 10 per cent discount - a hook that will definitely attract Lahore’s shopaholics.

Published in The Express Tribune, November 11^th, 2010.