Page 28 - #184 September 2023

Fulfil Your Desires

In 1989, Sana Hashwani and Safinaz Muneer commenced their journey as two determined
young women in a business world dominated by men. In the years since, the Sana Safinaz
brand has become a pioneering luxury company and today is the only designer brand in
Pakistan operating in the mass retail market. Here we speak with company CEO Uzma
Munaf about how the label will continue to drive forward and maintain its growth.

hanging the game by making designer lawn outfits more “We’ve also just introduced our new Bridal Studio in Lahore. We have
luxurious with materials like chiffon, silk and net, Sana Safinaz’s put a lot of thought into creating a place that truly captures the essence
Cannual summer lawn collections have become incredibly of stunning bridal and couture beauty, reflecting what our customer’s
popular and successful. Their brand has made fashion accessible for dream of for their special occasions. Every aspect of this studio
Pakistani women through sub-brands like Muzlin and Mahay, making showcases our dedication to making dreams come true, especially for
stylish clothes affordable. those seeking the most exquisite bridal styles,” she continues.
Over the years since its inception, its influence has expanded globally Outside of Pakistan, there appears to be significant potential for the
with physical and online stores and the founder’s continue to handle brand in international markets like the UAE, UK and the US, where
everything from design to production in-house. Their continuing a substantial South Asian diaspora already resides. To support this
dedication has earned them awards and empowered countless women expansion they are utilising CRM tools to identify market gaps and the
and their journey continues to inspire young people, entrepreneurs and needs of these markets. They are also analysing their online sales data
women to work hard for their dreams. for those regions before moving forward.
“Our retail operations launched in 2013 and have seen exponential The CEO explains that staying at the cutting edge of the market requires
growth to date, maintaining a presence in 15 cities of Pakistan,” a proactive and innovative approach to creating and implementing these
explains CEO Uzma Munaf. “Today the brand is in 40 locations new designs and programs. Sana Safinaz continuously monitors industry
locally with plans to expand to 50 in the coming year with a notable trends, customer preferences and emerging technologies to identify
presence internationally.” potential opportunities.
In recent months the company’s retail network has undergone The team around Uzma gathers customer feedback through surveys,
significant change through both expansion and revitalisation. Their interviews and social media to understand their needs and wants and
flagship stores at Dolmen City Mall and Bridal Studio in Lahore are prime then they try and implement these changes to improve their product and
examples. They have transformed their Dolmen City Mall outlet with a overall customer experience.
strong emphasis on improving the customer experience and providing Embracing the transformative power of social media, the brand has
top-notch service. It was the first-ever store of Sana Safinaz and is seamlessly integrated its identity with the modern retail landscape.
now on the road to becoming one of the largest, most regal and most Leveraging Instagram as their dynamic product catalogue and primary
significant stores of the company. communication platform with customers, they’ve harnessed the
“One significant change is the expanded variety of products, the latest digital era’s pervasive influence, catering to their audience’s on-the-
being the ‘Home’ category, all carefully chosen to suit different tastes go lifestyle.
and styles,” Munaf highlights. “As a forward-thinking designer brand, we’ve embraced the fast-

Bridal Studio, Lahore, Pakistan