Blending haute couture influences from around the world, ASHAALIA’s Creative Director and Founder, Asheema Razak, set out to create a legacy that reflects her rich ancestral heritage from India, Pakistan, and Punjab.

"I wanted to infuse the beauty of the East into garments that people could experience, admire, and ultimately wear. Some of my fondest childhood memories are of watching my mother dress for parties in vibrant sarees and intricately beaded, embroidered salwar kameez—each a bespoke masterpiece. These exquisite pieces are rare today, and I want to bring that luxurious beading and embellishment into modern garments that anyone can wear."

Merging the timeless artistry of Eastern beading with the refinement of contemporary European fashion, ASHAALIA embodies empowerment, confidence, and a deep appreciation for global style.