The brand has borrowed the term Shubinak to describe an enterprise system that employs, involves and links together household women of the isolated mountain villages of Chitral.
Shubinak's philosophy is to create and manage a sustainable supply chain revolving around the skills of artisans. After setting up a successful and self-reliant model by merging the age-old skills of embroidery and weaving, we repeat this collaboration using artisans from the plains and the deserts, across the other regions of Pakistan.
Adhering to our purpose of empowering these artisans and developing excellent standards of aesthetically pleasing, quality designs we remain relevant to contemporary lifestyles so that consumers are compelled to purchase or promote the product based on its value. We determine to see gradual change through enhanced education, better healthcare, and prosperity in the lives of Pakistani artisans.