In today's modern society, which is loaded with altering style and design trends, many people are getting rid of their old artwork and family heirlooms. While modernization and relevance have their place in society, what was previously considered old and outdated can now be called masterpieces and vintage. Keeping this in mind, it's crucial to remember that collecting, preserving, and repairing artwork and other family artefacts is an important step in preserving history for future generations.
However, there are hardly a few who find it fulfilling to work in this field.
In times of fast fashion Lubna Mirza, an ambitious businesswoman is determined to slow fashion and restore heirlooms, aided by the "Rafoogar" group of artisans from Najibabad.
From her brand ShawlStory which is a luxury clothing brand, Lubna is dedicated to recovering Rafoogar Community heirlooms of exquisite Kashmiri shawls. Rafoogars are descended from Muslim artisans (of Persian ancestry) who went to Kashmir with the Mughals and settled in the Gangetic plains. Starting as restorers of famous Kashmiri shawls, the Rafoogars has grown over the last 75 years to recreating needlework forms influenced by Persian and Iranian art forms, and producing colour patterns, only to add a way of income because Rafoo (Darning) alone couldn't support their livelihoods!
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Following Passion as a Career
Lubna, a Mass Communication graduate, found her niche in client management while working for HCL, although she has always had an interest in handcrafted artefacts.
"I found my calling in carrying forward my in-laws’ 230 years old family heirlooms of restoring and refurbishing ancient Jamawars in Najibabad. But I wanted the craft to speak for itself through a brand that positions Najibabad on the global supply chain of contemporary lifestyle and empowers our Rafoogar community's artisans! Thus, ShawlStory came into being"- She says.
Before setting sail on her entrepreneurial journey, she began conducting market research to gain a better understanding of current trends and potential clients. It was a road less travelled, but as they say, with every challenge comes an opportunity for growth. Her hard effort soon paid off, and she learned what to do to overcome the obstacles.
With her family's help, Lubna has taken her business to new heights. Her business deals in the restoration of antique Jamawars, as well as the creation of new Pashmina or Semi-Pashmina shawls carrying the striking forms of Iranian and Persian embroideries. They cater to every aspect when it comes to perpetual fashion. Restoration, refurbishing and redesigning antique shawls and other textiles too.
Lubna and her team have also expanded their product line and recreated the magic of exquisite embroidery work on other clothing options like saree, suits, jackets, and dupattas, as well as home decor items.
Her Inspiration
She attributes her inspiration to her father-in-law, Mr Ahsan Mirza, a renowned and honourably accomplished craftsman. He serves as her mentor and guiding light for her entrepreneurial journey.
"When I first became interested in the craft of Rafoogari, I knew very little about it, but papa was able to share his extensive knowledge and experience with me. He explained to me how his forefathers started working on this craft, how the family business came into existence, and how different aspects of the business, like marketing and production, got other (family) members involved in the process, creating a sense of community and coordination. Putting together my research with the knowledge and guidance of my father-in-law, I established “ShawlStory” as the sister brand of “Mughal Shawls”.
Her Mantra for Success
A combination of “Preserve & Progress” is what Lubna feels leads her to success. As a businesswoman, she has always been interested in the ancient crafts of shawl making and embroidery. Lubna was aware that the only way to penetrate the market is to provide products that hat are speaking to today's consumers. Her efforts and wisdom helped to bridge the gap between tradition and fashion. She was able to build a luxury brand that showcased their unique Persian stitching talents on lehengas, suits, jackets, home decor, and much more by blending the two! And it's a hit with their clientele. She is convinced that being contemporary with trends is the best way to maintain traditional arts and crafts.
So go dig into her Instagram as well as Facebook pages if you too have an innate love for Heirlooms and want to own one to treasure for life.
Also, find her business on Women Listed to know more about her and her brand.
- Sumita Mahto
