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FLASHSALE
OUR FOUNDER JOURNEY
ASHAALIA was born from the vibrant tapestry of founder & creative director Asheema Razak’s Indian, Pakistani, and Punjabi ancestry. As a child, Asheema watched her mother glide into soirées wrapped in jewel-toned saris and exquisitely beaded salwar kameez—garments so lavish they felt like living art. Those memories ignited a vision: to translate the ornate beauty of Eastern craftsmanship into contemporary pieces the modern woman can wear with effortless confidence.
Today, ASHAALIA fuses centuries-old karigari beading with the sleek refinement of European couture.Every crystal, sequin, and silk thread is hand-applied by master artisans, then sculpted into silhouettes designed to empower. The result is a limited-edition wardrobe of heirlooms—garments that move seamlessly from boardroom to black-tie and grow more cherished with each generation.
For women who lead with presence and invest in excellence, ASHAALIA is more than fashion; it is a legacy in motion—crafted to be worn, loved, and passed on.
ASHAALIA is a luxury womenswear label that transforms centuries-old hand-beading techniques into limited-edition pieces of wearable art. Each creation is handcrafted by master artisans using shimmering crystals, intricate sequins, and the finest silk threads—composed with precision, passion, and purpose.
From the atelier to the runway, every silhouette is designed to evoke elegance, confidence, and cultural reverence—delivering timeless designs with a contemporary soul.
“Wearing ASHAALIA is like draping yourself in art.”
Signature Beading.
Timeless Silhouettes.
At the heart of ASHAALIA lies our distinctive karigari embroidery - a homage to classical Eastern craftsmanship, reinterpreted through a modern, global lens. We fuse heritage with high fashion to create investment pieces that celebrate beauty, culture, and craftsmanship.
- Hand-beaded couture pieces in exclusive editions
- Seasonless fashion that transcends trends
- Small batch releases to reduce waste
- Natural fabrics designed to endure and elevate
Crafted for the Woman Who Leads
ASHAALIA speaks to the global woman—ambitious, discerning, and unafraid to take up space. She dresses with intention, curating a wardrobe that reflects her identity, values, and vision.
Each ASHAALIA piece is a statement—an embodiment of individuality and quiet strength. Designed for the woman who commands a room, who writes her own narrative, and who understands that fashion is not just what you wear, but how you show the world who you are.
“Style is power. Luxury is legacy.”
