About Us

About Insia Sohail

Her journey began in Dec 2008. Being a computer science graduate, it was a complete switch towards a new career path. A desire to create some kind of business of her own, led her to collaborate with her sister and together they started a small setup at their mother’s home garage, making clothes for friends and family.

After the sister left the country, Insia Sohail took over and changed it into a full fledge business.

Turning the small setup into a business was a very challenging aspect. Going towards e-commerce, introducing regular collections, designing and researching everything was learnt at the job.

The main forte was all about prints, appliques, laces and fabric manipulation with various detailing which is still evident to date. She later introduced vegetable dyed ajrak prints and created a niche market of her own signature style of Ajrak kurtas. These are only exclusively available at the studio and soon to be available on the e-store.

In 2020, she opened up her studio at Nishat Commercial and with minimal resources started a retail business along with the website. She is now focusing on formals, luxury pret and more. The journey continues towards growth.