Under the creative direction of Dania Ali, daughter of Ana Ali, Lajwanti is in a new chapter, one that pushes harder, speaks louder, and goes further. With her team, she’s taking a craft that was once confined to ancestral trunks and local ateliers and placing it on the global map. From Europe to the Gulf, from magazine covers to couture showrooms, the aim is clear: to make sure the world not only sees Pakistani bridal craft, but understands it. And let’s be honest, it’s not for the faint-hearted. Every Lajwanti bridal takes anywhere from three to four months to bring to life. That’s roughly 800 hours of needlework, handled in six-artisan rotations, by third-generation craftsmen whose hands quite literally carry history.

But beyond heritage, detail, and effort, there’s something else. Something we hold sacred. At Lajwanti, we don’t believe in clones. No two women are the same, so no two bridals should ever be. That’s why we insist on customisation, taking an existing silhouette or design and tailoring it down to the emotion. A tweak in the motif, a shift in the palette, a reimagined neckline. Because each bridal should hold space for both the voice of the brand and the voice of the bride. That’s the vision. To be seen from afar, known for craft, worn with pride, and remembered always.