Inaaya is a women’s luxury brand that celebrates traditional craft. Pakistan is a country with a rich cultural heritage; we aim to revive and elevate local craft by blending it with modern silhouettes to ensure its relevance on global runways.
Using timeless techniques, our design signature is high fashion and minimalistic. The brand offers a range of clothing and accessories with everything from tunics to statement necklaces.
Inaaya also pays homage to its roots by ethically employing dozens of artisans in interior Sindh to manufacture the distinctive embellishments which are an intrinsic part of the brand’s design signature.
Conceptualized and created by Naushaba Brohi, the impetus fuelling Inaaya is to create sustainable income opportunities for women that build on their skills, value their craft and enable them to contribute to the development of their communities
Launched in 2012 the brand has received many accolades, including being featured in Vogue India, designed and manufactured a co-branded line for Sana Safinaz and received a standing ovation at its debut at Fashion week in Karachi, Pakistan. Most recently Naushaba won the Young Creative Entrepreneurs Award by the British Council Karachi and the Ladies Fund award for Entrepreneur in the Spotlight.
Inaaya has been created at an opportune time when the world is searching for its conscience. We are dedicated to developing and promoting artisanal entrepreneurship and prosperity for rural craftswomen. We believe that luxury is in the human investment.
I had nine years work experience in the media, from being the Pakistan Vice President of the only international fashion channel – FTV, to the editor of the Style pages of Express Tribune. Both were senior management positions. After graduating from the National College of Arts, I started as a television set designer and worked my way up in the field of fashion, style and entertainment.
I was financially independent; I was a single parent; the mother of a beautiful, healthy baby girl, and had an extremely supportive family and friends. But I felt defeated. In my search of myself, I wiped the slate clean. I quit my job, packed baby and a bag and flood devastated district with some vague ideas about ‘giving back’.
Pakistan’s society, government and non-profit sector rallied behind the displaced people and helped however they could, and once the water subsided and rations were distributed, others had to get back to their lives. But by then, my future was enmeshed with theirs.
The next 18 months were a whirlwind of road trips, trials, errors, experiments, crashing nerves and rising joy that resulted in the fashion label Inaaya.
In August of 2011, during the flood relief efforts in rural Sindh, while distributing rations, the women and I exchanged stories Their burdens were so much weightier than mine. I was there supposedly to assist them; instead, it seemed like they were helping me learn a lesson in perseverance. The women and I, our dreams interweaved. I knew then, that I had to try harder to dream bigger.
I took the risk. I put my career and financial security on the line for the idea, resigned from a comfortable job, spent whatever little savings I had and every moment I could wrest away from childcare into an uncertain venture.
I had the idea of using women’s craft skills into creating luxury couture that promised high returns for myself as well as for the women. I was able to execute this idea into successful innovation that the fashion industry applauded – recognition by an industry otherwise hostile to newcomers and outsiders.
Risk taking, innovation and successful execution are hallmarks of entrepreneurs. I was able to actualize this startup with minimum funds, as all I had were my personal savings.
We believe luxury is in human investment.
Losing her seven year old sister Shahzadi in the 2011 floods made Sughra determined to change the fate of her family. Five years later, she's preparing for her final B.A exams and wants to do her Masters next. She leads a team of 20 women for Inaaya.
50-year-old mother of six, has grown her team from six women to thirty. Is an expert at pattern-cutting for 'rilli' work, is hopeful that one of her daughters will join in her business. Leads our team in Langah.
Nusrat was the first woman in her village to go to college. The Sindh Rural Support Organization offered to enroll her in a project of Master Trainers. Since 2004 she has trained over fifty women in her village in textiles, quilt work and embroidery. Nusrat leads our team in Bhaggodero.
As your life’s journey progresses, please take a piece of our history and make it a part of yours.
Derived from the Sindhi word 'ralaana' which means 'to mix or connect. It's quilting done with either applique or patchwork
The urdu word for mirror. Tiny mirrors are placed in patterns and sown in with either silk or woollen thread.
Kundi is the needle used for this traditional Sindhi embroidery. Its a fine chain stitch that can be done on various materials ranging from cotton, to silk and even leather.
Geometric embroidery starts with a framework of Sindhi cross stitch which is then filled with interlacing.
Hand block-printed fabric, processed with various organic vegetable dyes to create a print.