Tell us a little about how Motifz began?
It is a very interesting story. When I got married, my husband already had an embroidery unit and was already working on his business of wholesale embroideries. Since I was a National College of Arts graduate and was not used to sitting idle, I planned a big exhibition which to my surprise was sold out!
What got you interested in launching this line?
Before getting married, I always tried looking for embroideries other than Schiffli. After my successful exhibition, me and my husband thought of opening up an outlet and by the Grace of Allah, we got amazing response. So basically, Motifz was the pioneer of multi-head embroideries and set new trends in the market!
What is your inspiration behind the brand?
I always thought that everything is possible with embroidery. So my basic inspiration was that embroidery should look like print and I could achieve all the possibilities in this medium and much more.
What gives Motifz an edge over other brands?
The quality and designs. We are still very particular about our quality of fabric and the designs which makes our customers feel special.
What are your brand’s price range?
It starts from Rs 1,000 and goes up to Rs 16,000.
What are some of your marketing strategies?
We have something for everyone. We follow a pull strategy as we create demand through our online platform and try to garner as much feedback as possible to create what our customers need.
Where do you see Motifz in the near future?
We see Motifz as a part of the lifestyle of every house hold.
How is Motifz involved in the soon to be held Conference of Inspiration?
I am a huge believer in giving back to society and facilitating other women in achieving their dreams. This conference felt like déjà vu to me because I have for long been thinking and talking about the need for a conference where women can be motivated, inspired and compelled to do their very best. This conference is a novel and unique idea and is truly the need of the hour. The instant I was approached about this conference I was eager to become a partner and support it. Motifz is a partner for this conference and additionally, we are also dressing more than 20 women for the orange carpet. It’s a great way to include fashion and lifestyle into the event and to give ordinary women a taste of celebrity.
Published in Daily Times, February 7th 2019.