In an impoverished part of Rawalpindi, a band of cheerful women laughs and chatters away whilst creating hand-embroidered cushions. These talented ladies have been working for Sadia Anwar since 2014, presenting a strong sense of community and harmony through their work. Sadia Anwar is a lifestyle brand that offers exquisite handmade products made by skilled craftswomen who’ve been trained under the mentoring project called The Butterfly Project. Through this project, underprivileged women are given vocational training and a chance to earn a livelihood
Sadia set up her namesake brand in 2012, two years after she graduated with a BA in Fashion Design from Iqra University, Islamabad. She laughs as she recalls, “I wanted to work for luxury designers and dreamed of landing a job at a Parisian atelier when I graduated. But I found myself working in rural Pakistan with a group of home-based artisans instead under a USAID project run by SUNGHI & SAARC.” According to her, spending time with these exceptional women and observing their skills has been a transforming experience, “The kind of embroideries these women created was phenomenal. It was not just their work, it was pure art, it was personal….it was part of their DNA.”
She further explains her philosophy. “Handicraft in Pakistan has arisen from artisans who weave myths, folk tales, and Sufi stories into various styles of artistry that are ethnic to every region. They are the protectors and cultivators of our culture and traditions who tackle this immense responsibility to market the knowledge, skill, and experience they’ve inherited from their ancestors to keep the essence of Pakistani society alive. However, the boom in industrialization meant that artisans couldn’t sustain the growing demand and can’t compete with large companies using machines, which endangers their survival. Thus, I set up my brand to revive these crafts, to breathe a new life into them.”
In 2016, Sadia moved to the UK and decided to take her wonderful offering with her. “There was an appreciation for handmade products in the UK that I hadn’t come across in Pakistan and I knew I wanted our work to get more exposure.” Today, Sadia Anwar is a community-building social enterprise that focuses on the creation of magnificent hand-embroidered homewares, fashion accessories, and gift items, meticulously designed by some very talented home-based female artisans and has clients in the UK, Pakistan, USA, and Europe.
Moreover, the brand advocates slow fashion and cultural revival using handicraft skills. At Sadia Anwar, each piece travels through the hands of multiple women, each imbuing the product with their unique spirit, and assuring that nothing is mass-produced or fast-fashion; each piece is subjected to stringent quality control, and each piece sings the story of its own. Was it always this easy? “Oh no, there was so much to be learned but we’ve come a long way..my team and I. I’ve shared my knowledge with them but also learned so much in return” She recalls.
Saima, one of the first members of The Butterfly Project recalls, “The first time we started working, there was a very detailed design of an owl, and a total of 8 different colors to use in it. Just looking at it, two of the embroiderers left! It was unlike anything I’d worked on before. I was used to doing simple traditional designs in one or two colors. This seemed like a challenge, and it was…but we learned. Now, I can embroider that owl in my sleep!”
Handmade goods always have a story to tell and offer a unique, almost personal experience. The artisans put many precious hours into bringing their embroideries to perfection. One of their best sellers, called ‘The Fountain of Youth’ is a mesmerizing display of fine embroidery, color, and design skills. Another customer favorite is ‘Geometry in Colour’, small triangles of vibrant colors put together, this cushion is made using leftover threads. “My products stand out because they’re made by hand using traditional embroidery techniques. When using silk threads, the glossy sheen on hand embroidery is far superior to the machine-made one and that makes a big difference.”
Lately, Covid-19 has greatly impacted the business, however, they are still keeping their spirits up. So, what’s next for this small business led by a team of amazing women? “At present, we are a small team of artisans who live mainly in Rawalpindi, Multan, Kalar Sayedan, and Rawat. In the near future, I want to set up a sewing and embroidery unit for my team and have embroidery hubs in all these towns as our base. But for now, we are sticking to what’s worked for us. There is also a new collection in the making that’s going to be our best one to date!”
Sadia Anwar now stocks at Wolf & Badger, a high-end multi-chain lifestyle store selling luxury products around the world. In fact, it is a moment of pride for Sadia and her team, to have their products shelved at an internationally acclaimed store. Sure, handmade products are gradually becoming a trend now but there’s an enormous difference between your run-of-the-mill options and the creations Sadia Anwar has become known for.
The most special aspect of The Butterfly Project is not just the display of handcrafted skills, but the fact that the project works with women and for women. It envisions a safer, healthier, and more prosperous global community by supporting women artisans so they can create a brighter future for themselves, and create a good impact on the fashion industry. Moreover, Sadia considers her artisans as one large family and they reach out to each other whenever needed. All in all, The Butterfly Project is not just about slow fashion but is also the slow and steady answer to women’s empowerment in Pakistan.
