Uzma Jawad's journey spans 25 years, what started as a hobby has now transformed into a brand. Initially focusing on bridals and formals, today the brand has gradually expanded into pret and semi-formals. Her emphasis on traditional attire and signature styles like zardozi and thread work highlights her commitment to preserving cultural heritage. Through her work, she celebrates artisans' craftsmanship, specializing in fine embroidery, shawls, and jackets, thus keeping our rich cultural traditions alive. The brand is regularly showcased at shows around the world and in Pakistan with brick n mortar presence in Lahore, Islamabad and Dubai.