LAHORE: Pakistan’s leading high-street and retail brand Sapphire, launched its concept store at the Emporium Mall in Lahore on Thursday. With the launch of the store, Sapphire aims to provide an unmatched shopping experience to consumers. This concept store is the biggest operational store at the Emporium Mall – designed by Yousaf Shahbaz of Strata; with first-time experiential features such as an in house café serving savouries, tea, coffee and confectionery by Delish. The store will carry Sapphire’s signature women’s ready-to-wear, unstitched collections, contemporary accessories and men’s wear collection, which includes footwear as well. Sapphire has established the concept store in line with retail practices in place at luxury brands outlets across the globe. The concept store also offers a kids’ play area for a seamless retail experience for women and families alike. With this launch, Sapphire also revealed their cambric collection 2016 – which is sure to fly off shelves. Always spearheading high-street campaigns, the Sapphire team shot the cambric collection 2016 in Jaipur AKA the Pink City in Rajasthan, India. Speaking about the store’s launch and cambric collection, Sapphire Creative Director Khadijah Shah said, “The store’s 1300 square feet interior evokes a real sense of luxury and spaciousness. We are also proud to launch our Sapphire cambric collection on the same day nationwide. With this collection we redefined our signature – exploring the true essence of our identity. The team and I focused on creating new silhouettes that, I believe, give the Sapphire woman an edge over others.” Sapphire Director Nabeel Abdullah said, “We are very proud to announce the launch of our third and biggest retail store at the Emporium Mall Lahore. The layout of the concept store reflects an innovative approach to interior design that puts Sapphire’s fashion at centre stage. Having all the processes for the creation of our unstitched fabric under one roof enables us to present you with premium quality collections season after season.” The crème de la crème made it to the event. There was a live music performance by Uzair Jaswal of ‘Coke Studio’. The PR for the event was by one of Pakistan’s leading agencies – Lotus PR.