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What the working woman wears

  • Published at 07:07 pm June 11th, 2018
  • Last updated at 07:09 pm June 11th, 2018
Photo: Courtesy

Shazfa talks couture

Shazfa is a home-based online boutique on Facebook that started its venture in 2016. A versatile line that combines trend with tradition, there’s something for every occasion – be it a luncheon, a casual coffee date, or a formal dinner; also available are office wear, travel wear and resort wear. The Facebook page welcomes orders from around the country, and abroad.

Behind Shazfa

The owner, Tararnum Tasnuva Ali, graduated from North South University with a bachelor's degree in Business Administration and also holds a diploma in fashion design from INFID (Inter National Institute of Fashion Design). The owner was motivated by her mother, who previously owned a small business featuring Indian and Pakistani attires.

‘Shazfa,’ which means “success” in Arabic, was mostly inspired by the lifestyle of the owner, the success she had after facing certain trials in life. It reveals the essence of the boutique that emphasizes on premium quality, unique embroidery and trendy ensembles.

“The ideal Shazfa clients are women who have very busy lives. She can be a student, an entrepreneur, a full-time homemaker or corporate job holder, a new mom or a teacher. Our collection is for them and we genuinely respect them for what they are.” She also adds that her clients are her celebrities and that she’s inspired by the designs of few renowned designers.

The allure

With over15,000 likes and followers, Shazfa has managed to capture a significant fan following, at least online. This huge support is a key motivation to continue.

Part of the appeal is in the reasonable pricing, along with exclusive discounts and exciting offers at times, mostly end of each season sale. 

Looking ahead

For the upcoming Eid season, Shazfa will exhibit casual and partywear in light, comfortable fabrics, with floral and lace embroidery, in soothing and subtle colours, stylish patterns and with a touch of shimmer and shine.

“My future plans are mostly about training our staff on customer service and new technology. Also arranging courses for our craftsmen to excel and achieve new goals, so that together we can make Shazfa compete with international quality products,” says the owner.

As Shazfa aims to add more colourful varieties to its list, Tararnum Ali is confident  about going global and gaining a bigger market. Her message to the readers? “Buy local, be it traditional wear or a fusion top, so that the fashion industry in the country prospers.”