Élan's lawn launch caused a frenzy and Khadijah Shah has something to say about it

Lawn sales in Pakistan are Black Friday on whack.

Remember when Sapphire had a sale in 2015 and a cat-fight broke out? And again in 2017 when madness ensued?

This time design house Élan held pre-bookings of their latest lawn collection online and on locations in Karachi and Lahore starting Friday. It wasn't surprising then that large crowds gathered in each city to get their hands on this year's newest collection, but while Karachi was relatively organised, Lahore had zero chill.

Also read: Sapphire's first anniversary sale causes a frenzy... and a cat-fight

An attendee made a video of the frenzy that took place during the pre-booking; there was shoving, pushing, yelling and even some property damage.

The video instantly went viral on social media with many citing concern over lawn sales in the country.

Subsequently, Khadijah Shah of Élan decided to address the issue.

"Our customers are our pride and joy, They are free to be passionate about what they like. Those who are passing judgement on them should self-reflect."

"Don't be bitter, insecure, sour grapes, kudos to the women who go for what they want, in spite of being burdened with all the other responsibilities they must fulfill daily," she wrote in her Instagram story.

Also read: Sapphire's back with its summer sale and customers are going bananas as usual

She then thanked all the customers, letting them know that there was enough stock for the next few days. "Please take care of yourselves, don't put yourselves or others in harm's way, be happy and stay safe."