OUR STORY
ARAAD is a fashion concept that curates jewellery, clothing and other women’s accessories. Our collections are a mix of original designs and ethically outsourced heritage pieces that have a distinctive style and captivating story.
The company set out to offer designs that combine timeless elegance with contemporary influences at a range of prices. ARAAD Atelier prides itself on both - every day and special occasion wearability. The pieces that are offered by ARAAD are created to the highest quality, where each product is hand-picked to flawlessly form the beauty of the final collection.
We also curate material and goods that are ethically sourced, handmade and very importantly, eco-friendly. Sustainability is close to our heart and a percentage of each sale goes directly to social causes to support needy communities.
At ARAAD’s Atelier, expert craftsmanship brings the most complex designs to life, liberating imagination. The exceptional tactility of ARAAD jewellery demands the highest level of ingenuity and a know-how which is very often handed down through generations of our expert partners. From the first sketch to polishing, through stone selection and setting, each step requires by far more than merely technical skills: it is an invisible balance between tradition, innovation and inimitable savoir faire.
3 S’s: Sustainability, Slow Fashion & Social Enterprise
We maintain that prolonging the longevity of your valued apparel is crucial for fostering a sustainable fashion industry. Consequently, our collections are crafted with meticulously chosen, premium-quality materials.
Furthermore, sustainability is at the forefront of our packaging strategy, where we employ recycled paper and fabric bags. This methodology aids in waste reduction and diminishes our ecological footprint. By opting for these environmentally friendly materials, we strive to support a circular economy and advocate for responsible consumption. ARAAD is also a social enterprise creating long term income-generating opportunities for the underprivileged.
What 'Slow Fashion' Means to Us:
As a proud advocate of slow fashion, our brand is committed to producing garments only when they are ordered. ARAAD was established to create timeless, investment-worthy pieces, offering an alternative to the disposable nature of fast fashion and overconsumption.
Our focus is on crafting beautifully made, long-lasting garments. Unlike mass production, we don't waste stock because every piece we create is made specifically for the person who ordered it.
Here's how it works: When a customer places an order, we carefully source the necessary fabrics and trims, which are then sent to our manufacturer in France or Pakistan.
The garment is produced based on existing patterns we have for the chosen style.
Educating potential customers about our slower production pace has been a challenge.
The fast fashion industry has conditioned many to expect quick turnarounds, frequent returns, and short-lived trend pieces that often end up in landfills. However, that's not our approach. We advocate for intentional purchases, a slower pace of consumption,
and the celebration of slow, ethical fashion.
THE ARAAD HISTORY
ARAAD is a family brand that self designs unique designs with talented Pakistani and European silversmiths, as well as sources ethically-traded and social impact-driven accessories, clothing and jewellery.
Inspired by the Ayaz and Khan-Najmi’s founding family’s heritage, ARAAD’s signature style combines the fusion between Eastern embellishment with an injection of contemporary Western aesthetics; creating a perfect equilibrium between timeless elegance and an inherently modern feeling.
We are committed to ensuring our garments are made in the best possible working conditions and that the materials we use will have the lowest possible impact on the environment. We don’t have a warehouse full of stock, as people imagine with fast fashion, we produce everything in-house.
The brand has established a reputation for excellence with exquisite craftsmanship and magnificent jewellery creations. The creators behind ARAAD defined a distinctive style made of vibrant colour combinations, exquisitely balanced volumes and unmistakable motifs that pay homage to the Pakistani roots of the company. Our two production centres in Pakistan are vocational workshops – a safe haven - to create training and job opportunities for those with no skills and struggling to make ends meet. While always proud of its cultural legacy, ARAAD aims to introduce innovations that rewrite the rules and launch new trends that stand alongside icons of contemporary design.
ARAAD’s five signature collections offer distinctive, versatile jewels designed to be worn from morning until night. Modular jewellery was the answer for any woman’s need: a single element with a strong design was the starting point to be replicated and combined with a wide range of gemstones. We work with partners who incorporate unconventional materials to jewels and watches with unbridled creativity, reaching new pinnacles of sophistication: steel, porcelain, silk and wood pushed the boundaries of luxury, giving life to creations that were as pleasant to be seen as to be touched, like a second skin.
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