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Sara Taseer Shoaib Fashion designer1 Comment

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Sara Shoaib Taser is set to make waves not only in the Pakistani fashion scene, but in the international fashion market. Fashion designer Sara Shoaib Taser noted the name of the country ‘jewelry’. She is considered among the few prominent names in fashion jewelry designers. Sara Shoaib Taser was successfully performing the work of making jewelry in Pakistan. She has her own flagship store in Gulbergen, Lahore Pakistan. But they produce in Hong Kong, in order to access the latest technology at the best prices.


Sara Taseer Shoaib

Sara Taseer Shoaib


1. What about our young people to shine through career spa?
Jewelry had a passion for me since I was young girl. But when your work is your passion, you feel blessed. I started my career in finance and I graduated from the London School of Economics LSE. Great Britain. To my children were born, I worked in international banking in the United Kingdom and Hong Kong. Marriage, babies and move meant that I had to give all this up.

While in New York City, I had the opportunity to work at a jewelry manufacturing and marketing concern. This was the best start I could have hoped. I learned the intricacies of all trade under the umbrella of a large company. I could gain the knowledge without being cheated. This soft start was crucial in building my confidence.

When I moved to Hong Kong with my husband, I was fully prepared to go on my own. I put my GIA Gemological Institute of America certification. During my training I have many connections with local manufacturers and factories. I negotiated credit terms and financing lines and quality control agreements. I have not looked back. My flagship store in Lahore opened one year ago.

2. In your industry, you face challenges from competitors, and brands accepted, then does, how, intimidate you?
I’ve never jumped in the Pakistani market and tried to swim. In fact I have positioned myself in the Pakistan market six years before I opened my shop. With regular shows and exhibitions I had a large loyal customer base to ensure that I am the worst case scenario. I would stay afloat. I feel the jewelry market in Pakistan is still nascent and there is plenty of room. I do not feel intimidated if there is no real competition and my product is unique.

3. Designers work by winning over hearts and minds, do you agree with this?
One hundred percent. Product positioning, branding and packaging is essential. You should be able to relate to your customer base. There is no young designer diamond jewelry that appeal to modern tastes and fusion in Pakistan. All my sales staff are graduates in jewelry design, so they can offer a skilled jewelry buying experience. I have abandoned the old concept of uncle sitting cross-legged in a rickety old chair. De Most of my customers are young people who have learned in their mothers, aunts and relatives, whereas traditionally it is the mothers that the children take it to the jewelers.

4. What are the main ingredients of your products? Creativity is an important one?
I am open to working with any gem, as long as the good with diamonds and 18k gold metal of choice. Diamonds are my signature. Creativity is important but a sense of industry is paramount. If I let my creativity, I will release it beautiful pieces worth millions of dollars. I am challenged to a marketable, affordable, high quality, attractive product for myself I like to buy it. It should look like and beyond its value, and the ravages of time.

5. In pursuit of your goals you will have some difficulties both from the angle of technology and resources?
I live and manufacture in Hong Kong so I have access to the latest technology at the best prices. Yes, the management of cash flows is always a challenge for me.

6. Any difficulties were insurmountable?
Not yet, but there are challenges every day managing people, expectations, order and show deadlines, I know this is not part of any company like mine. Yes, in Pakistan there is the added pressure of always maintaining high security profile by my family and the nature of my work that sometimes frustrates me.

7. Do you value the word excellence in providing services to customers?
For me there is no other way. I hold myself to a high standard and be my own worst critic and judge. I think it is important for training and exposure to women as my pioneer new ways of doing business in Pakistan. I have worked in the international banks like Citibank and ABN Amro in London and Hong Kong. If excellence was the order of the day in such areas why should I unworthy one for my own work.

8. The parents is a source of inspiration in achieving success?
Both my parents are home made and work harder than me in their field to this day. Certainly grew up with them, I know nothing else. My father was always right expectation for all his children, he has educated us in the best universities in the world. His expectation was excellence in whatever area we chose, and he expressed that many times!

9. Your family life is affected by industry demands on your time?

Unfortunately this is true. I juggle my time and have to travel frequently for work. My youngest baby is only one, and I know she misses me when I’m gone. I believe in quality time and if I give a lot of myself and I am involved in the management of micro children. My husband and I spend much time with each other electronically are constantly in touch, thanks to our world of technology.

10. Because you are constantly in touch with the glamor and glitz of the beauties, each scandals threatening?
I’m in touch, but I remain on the sidelines. The design world is centered in Pakistan much on clothing. I’m familiar with everyone and feel that they are a great brotherhood, but if I do not live in Pakistan, I detached a little more likely to keep me safe.

11. Along the way, have you been successful in developing a team?
I have a core team working on both the production and sales side. I also have a financial team. We are all one family and bring together many joyful times. Often we draw all nighters during shows. its a happy place to work, and I feel this is my greatest achievement.

12. Where do the ideas flow out, think about themselves and look at the competitors and keeping their creations?
I live at least 4-5 international jewelry fairs and am an encyclopedia of jewelry design and Raj, Russian, Victorian, Art Deco or whatever. I watch trends carefully and plan ahead at least six months. I love fashion and trends with the religious, or chandeliers, cocktail rings, cuffs, every 3 months I come out with a new collection and have a show in another city or Lahore, Karachi, Islamabad, Hong Kong or New York. Sometimes the seasons inspire me. My latest obsession with the very traditional Chaand Bali and I made jewelry around the shape of the new crescent moon, which is very romantic.

I have also worked butterflies in my collection for spring, and I decided to work with that after seeing all the major design houses such as Tiffany, Van Cleef and Piaget are all even take their own version of the jewelry. So the concept of the butterflies is borrowed, but my signature butterflies are my own!

13. One of your work that help improve the image of Pakistan?
Design and creativity is always present a moderate cultured side of Pakistan. This image of Pakistan must be brought to support my work.

14. Is it possible for designers to reach Pakistan on the street?
Diamonds and jewelry is a luxury high-end, exclusive product in each market, and not always accessible to every part of society. However the e-mail, letters, love and comments I got, I know I resonate and inspire hundreds of people.

15. Five years from now, where do you expect?
I expect in Karachi and Singapore will open within one year and if God wants I will also open in Dubai.

Sara Taseer Shoaib Fashion designer Related at Fashion Trends

1 Comment

  1. Dalton Poli

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