Written by: Urooj Zulfiqar

Pakistan’s fashion industry has struggled a mile to reach to the position they are standing today. New designers, companies and brand names are emerging from different parts of the nation, making the nation proud. Among them is a new company named NEEDLEZ by Shalimar, fashion in making. Making its name at the home of Textile City of the nation, a.k.a Faisalabad, NEEDLEZ has come a long way from simple embroidery to extravagant, exclusive and stylish fashion line. Founded in the year 2007, the company set a standard in the city by winning the middle and elite classes’ hearts first, then by opening two more branches in Lahore and Karachi and now by opening one in the nation’s capital, Islamabad. Their production unit lies in Faisalabad. NEEDLEZ also has its PRETLINE called NEEDLEZ CONCEPTS, which is available in all outlets. Each peace is worked on elegantly just to suit the middle and elite class’ needs. Their designs are available to all ages, as well.

A new signature line launched by Shalimar, NEEDLEZ has approached the fashion industry by setting new standards to embroidered and stitched fashion. NEEDLEZ is a representative of “multitude of different styles, catering to people of diverse aesthetics and fashionable sensibilities with equal ease” (NEEDLEZ group on facebook). The designer, Nida Afzaal, enthusiastically claims, “NEEDLEZ is much more than just a clothing line, it is unique and affordable. Our designs are hand-made from designing the fabric to exclusive embroidery.” Nida and her designing partner, Rabia Faridi, are two of the many company’s fabric designers residing in the Lahore Branch of NEEDLEZ along with Ayesha Salman, who is the stitching designer.

NEEDLEZ offers distinctive and heavy embroidery designs on satin to silky fabric, such as china, chiffon, crinkles, raw silk, swiss voile, lawn and so on. Each design and fabric compliments each other. The colors are elegantly fresh and modern. The rich colors of the fabric stand out. “We don’t make designs in bulk, we make each designs as new so that a lady wearing NEEDLEZ stands out and the color do full justice to our designs,” Nida answers when asked what makes NEEDLEZ different from other designer made fashion and why should people buy it, “Prices are also reasonable, as compared to other designers’ prices. Our embroidery and our designs completely justify the price we charge. Whereas other designers give only casual wear in low prices, we offer more than that such as formal and semi-formal wear for parties and weddings.” Indeed that is true because NEEDLEZ take everyday orders to make individual needs meet and happily welcomes people’s suggestions.

Just recently NEEDLEZ participated in a fashion show held in Marriot Hotel in Karachi on Januray 10, 2010, where famous models such as Nadia Hussain, Maha, Mehreen Sayed, Rabya Chaudary, Fayezi Ansari, etc. represented their exclusive collection. “Mehreen Sayed really loved our fashion and will be representing our next line by giving an exclusive photo-shoot with us,” Nida chirps in happily. The event was organized by De Concepts. The company has the Valentine’s Day collection out as of right now and working on their spring collection next.

If NEEDLEZ is just the fashion for you then get up and visit one of their branches in Faisalabad, Lahore, or Karachi, today. You can also visit their online site on Facebook, just type in NEEDLEZ in the search bar and you can look at their line online and order it there. They make designs just for you of your choice. So if you have something of your liking then don’t shy away, give away. You know how they say: “You have a mind of your own!”

You can also visit their online site on Facebook, just type in NEEDLEZ in the search bar and you can look at their line online and order it there. They make designs just for you of your choice. So if you have something of your liking then don’t shy away, give away. You know how they say: “You have a mind of your own!”

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