Hailing from a family deeply rooted in development work, Naushaba headed to rural Sindh when floods struck down lives and livlihood in her village to give back and rebuild her community by harnessing the power of rural entreprenuship. To create a brand that took from centuries old craft and artisans but also gave back through self belief, self worth, and self confidence to create a sustainable cycle of progress. The production process is one of co-creation not contractual employment. They work independently, at will, at their own time, without the bounds of a formal centre. Each product, be it ornament or attire, connects you to its creator with hand embroidered name tags of the artisans that have put their skill and soul into crafting that item for you. Each piece is imperfect and unique because we’re imperfect and unique.