 OCT
25 -
Aruba and Cozumel are not just vacation hotspots
anymore. A Pakistani-American designer, based in
Florida, is betting these "brand names"
for desi outfits, will be among the hottest designer tunics this year.
"Our branding adds extra zing to our collection,"
explains Safia Ahmed, owner of Zarmina.com, an online
venture operating from Orlando,
Florida, selling desi dresses including, kurtas, shalwar kameez
to desis in America and worldwide.
The popularity of
Pakistani and Indian shalwar kameez has exploded recently
in the western and eastern fashion world. Even Jennifer
Lopez and Nicole Kidman have worn shalwar kameez!
Safia's online venture Zarmina seems to be gearing to
encash on this trend. Indian fashion designers are
already selling these online, both in the USA and India.
But, Zarmina seems to be the first Pakistani-American
online fashion design outlet.
It offers exclusive made-to-order designer wear from
Pakistan. Each item has a unique moniker and a
personality of its own, claims Safia. With the wedding
season just around the corner, the online desi fashion
outlet is getting busier, says the owner.
The getaway theme tunics are designed for breezy comfort
and are embellished with exotic turquoise and gold
embroidery.
"Our clients get a Caribbean vacation feel when they put
on a Cozumel or an Aruba,” says Ahmed. “These tops are
great because they provide comfortable elegance."
 Another design is the Mojave, an earth tone piece with
amber-colored stonework. Its inspiration is Southwestern
and Native American. The Moonstone is an ivory piece
embroidered with aqua stone work.
"’Nature chic’ is trendy and the Mojave and Moonstone
cater to that market," adds Fawad Ahmed, Safia’s
husband, who's a doctor.
Safia began retailing her designs 7 years ago in
Karachi, Pakistan. After immigrating to America in 2004,
she took her products online to capitalize on the ethnic
fashion fad of the past three summers. Her imported
kurtas (tunic tops) fit the bill perfectly. But it
wasn’t smooth sailing early on.
“When we started online in 2004, we realized quality
alone could not set us apart,” explains Ahmed. “We had
to capture the customer’s imagination. So my husband and
I sat down with our outfits and brainstormed names that
defined their essence. We launched the new concept with
Zarmina.com in mid 2006.”
Sales have never been better since the name game began.
Although branding is quite common in traditional western
fashion, only a handful of ethnic chic retailers take
advantage of it. One benefit of branding is clear for
merchants: a designer premium. Zarmina tunics range from
a modest $69 up to $109.
 “Branding appeals especially to our American clients,”
explains Safia. “It adds a department store touch which
is attractive to them.”
Safia Ahmed has also spiced up her
shalwar
kameez collection with catchy monikers. The Vaneeza,
named after the first Pakistani supermodel, and the
regally embroidered Empress, are two of her favorite
creations.
"It's not just Pakistani or Indian clothing any more. We
have a thriving customer base of western women," adds
Ahmed.
So will the name well eventually run dry?
“The key is to have fun with it,” Ahmed says with a
smile. “We’re limited only by our imagination.”
Safia Ahmed’s silk designer tunic
tops and shalwar kameez are produced exclusively in
Karachi, Pakistan, by her family owned company and marketed in America and abroad
by her own company, Zarmina Fashions, Inc.
(By DesPardes Staff Writer) |
Articles/Opinions
