Sonraj Launches ‘Beyond Luxury’ to Showcase the Craftsmanship, Heritage and Stories Behind the World’s Finest Brands
Karachi: For generations, Pakistanis have enjoyed some of the world’s finest products and brands. Far fewer people have had the opportunity to experience the institutions, traditions, craftsmanship, and individuals behind them.
Through Beyond Luxury, Sonraj invites audiences to explore that world.Over the coming months – stories, visits, and observations will be shared through Gharyal.com and Sonraj’s digital platforms – Maison Sonraj, Collectibles and Gharyal. The journey will take audiences inside museums, manufactures, ateliers, heritage institutions, and creative environments where craftsmanship, design, and tradition continue to thrive.
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More than a decade ago, Rameez Sattar, CEO of Sonraj Group spoke about the importance of exposing Pakistanis to international standards, global brands, and new opportunities. He also highlighted the need to create greater awareness and appreciation for industries that were largely unfamiliar to the local market at the time. Over the years, that vision evolved beyond products and retail towards understanding the world behind them and finding meaningful ways to share those experiences with a wider audience.
He states:’For many years we introduced international brands to Pakistan. Today, we believe it is equally important to introduce the people, craftsmanship, heritage, and institutions behind them. Appreciation begins with understanding, and understanding helps industries and communities grow.’
A key part of bringing this vision to life has been the involvement of Hasnain Lehri, Executive Creative Director and Brand Ambassador of Sonraj Group. Through his visits and observations, audiences are being given a closer look at places and stories rarely seen in Pakistan.
