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2 Jun

Talking to Khadija Shah

Khadija Shah (Designer, Élan and Creative Director at Sapphire)   1. You’ve come a long way from being an exclusive, limited couturier to one of the most celebrated bridal wear and lawn designers in Pakistan as well as the Creative Director of Sapphire, handling their ready to wear and fabric divisions. How important has this transition been for the growth of your brand?   Khadija Shah: It has been instrumental in the growth of the brand. As a design house Élan has never been static; we've been constantly growing since I started off from my parent’s backyard. When growth is organic it happens over time, with brands evolving as opposed to exploding on to the scene. With lawn, Élan crossed the threshold from being niche...
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