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FLASHSALE
OUR FOUNDER JOURNEY
ASHAALIA emerges from founder and creative director Asheema Razak's Indian, Pakistani, and Punjabi heritage, a world where textiles, embellishment, and handwork form a vivid visual language.
Her earliest memories: watching her mother dress in jewel-toned saris and intricately beaded salwar kameez. Those images, the weight of a crystal-beaded sleeve, light moving across a surface stitched entirely by hand, still shape the maison's instinct for surface, colour palette, and the continuation of traditional craft.
Translating these early visions into wearable ornaments, ASHAALIA revives and sustains Eastern craftsmanship within a modern vocabulary of ready-to-wear and evening wear.
Conceived as future heirlooms, ASHAALIA garments accompany women across contexts, preserving a sense of continuity rather than seasonality, in tailored silhouettes that carry the weight of everything that came before them.
Indian beading is not a monolith. It is a vast, living language. Every region holds its own secrets, its own techniques, its own distinct significance. From the unmatched flexibility of the Aari stitch to the dimensional surfaces of Zardozi work, accumulated over centuries of Mughal and Persian influence, Indian Karigari is a masterclass in functionality and art
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ASHAALIA was built to celebrate beading in all its forms. To show the world that it is not merely ornamentation, but a highly skilled, meticulous practice, one that deserves a contemporary home.
Wearing ASHAALIA is like draping yourself in art.
KARIGARI: THE ART OF HAND EMBELLISHMENT
Signature Techniques
• Aari Embroidery: A fine hooked needle creates fluid botanical motifs and densely embroidered surfaces with remarkable precision.
• Zardozi Work: Metallic threads, crystals, sequins and beads are layered by hand to build richly textured embellishments that catch the light with every movement.
• The Nargis Moving Bead Technique: Three independently stitched strands of beads create a flexible surface that moves naturally with the body while maintaining exceptional density.
Crystals, claw-set rhinestones, glass seed beads, bugle beads, pearls and layered sequins are individually applied to create luminous surfaces with depth, dimension and enduring brilliance.
