Remaluxe taps into Karachi's accessories obsession with statement pieces from Lahore
It is evident that Karachi can't get enough of statement jewellery. As fashionistas stock their drawers with eclectic pieces from Indian brands Outhouse and Prerto, RemaLuxe from Lahore arrived in the city loaded with beautiful accessories set in gold .
Multi-brand boutique Ensemble remained crowded throughout the day on Saturday as women flocked to get their hands on Rema Taseer's diverse collection of jewellery, handbags and outfits which were an amalgamation of eastern and western cuts.
The swanky mid-rings, ear cuffs and neckpieces were sold out within hours of the opening but the hot-sellers were definitely the palm bands, offering an alternative from traditional designs.
“A lot of people associated edginess, artistry, statement pieces with Remaluxe so I tried to maintain the ethos of the brand,” said Rema Taseer, CEO of Remaluxe, while talking about her latest collection.
All the 50 ornate pieces on display were handcrafted and used a diverse number of metals ranging from silver, brass, crystals and even Swarovski.
The brand is based in Lahore but brings latest collections to Karachi. Rema says the different in client tastes between the two cities is palpable.
“I feel that in Lahore people enjoy something that is more embellished; here people have a more subtle orientation. Lahoris might want to wear two things of each whereas Karachiites would just wear a single piece.”
The designs are striking but also heavy on the pocket, with price range from Rs 6,500 to Rs 25,000. But Rema seems unperturbed as her pieces are far more affordable than real gold accessories.
“Gold is still very expensive; I don’t think it has affected my market at all. Majority can still not regularly invest in it. I think people have become so aware and fashion forward that they want something different constantly. They are so exposed these days that they want to look different every time they go out, so having an option in artificial jewellery is ideal.”
Trying on one of Rema’s ear cuffs was Alizeh Shayan, one of Remaluxe’s regular customer. “Rema comes up with the most distinctive designs. Although I am based in Karachi, whenever I go to Lahore I makesure I buy something from her.”
Along with Rema’s exhibition, some racks were devoted to designer Farida Hasan from Lahore. She too, was seen buying one of Rema’s intricate pieces. “It’s my daughter’s birthday tomorrow so I thought I’d buy something for her. I am from Lahore but never got a chance to visit Rema’s store until now.”
This was Rema’s third visit to Karachi this year but first exhibition with her sister-in-law, Shehrbano Taseer. The duo worked together on the clothing line.
“We have done an amalgamation of western cuts with eastern wear. I have incorporated my logo in the cigarette pants to keep the essence of the brand because I don’t market myself as a completely desi brand,” said Rema.
Capes were a major hit with customers, with a long line of women placing orders for formal wear.
“People are very happy with the price points for clothes. We were known for our jewellery but the response for clothes has been overwhelming. At times, we feel there is so much saturation in the market since everybody is doing clothes but I have realised that as long as the cuts and design stand out, people do want to buy it.”
Remaluxe will also be holding an exhibition in Dubai on October 4 (today).