Sughar has a big goal, A goal to create a society where women are not killed for Honor but are honored and given equal status....To reach this goal we at Sughar have been struggling from years to find the right track, the right strategy and that right moment to directly connect with the tribal traditions which we were intending to change! Eventually we realized that we weren’t changing all of the traditions as it wasn’t the traditions that were our enemies, it was the knowledge to choose which tradition is positive and which is negative that keeps the customs like Honor Killing, Exchange Marriage and Child Marriages rampant.
We decided then and there to think for a way to stop criticizing, and accusing the values of people who make more then half of Pakistan and started on the strategy of Sughar, which was ultimately very unique! We approached tribal leaders, Mullahs and influential men in villages declaring our connection to their values and that we want to promote those traditions, to start with we promoted Music and Language from various traditions in Balochistan, later declaring that Embroidery is one o the most ancient forms of traditions and using embroidery we can eventually promote customs which are beautiful.
Sughar was allowed and in fact supported by the tribal leaders to create centers in villages where women would come to make embroidery every day, embroidery which is value added and in each stitch has a story to tell the world! This center when thought to be serving for promoting of embroidery was to become the HUB where we give women education, skills, life skills, enterprise training and awareness as well as income for each product they create!
Launching Pakistan's first ever rural women brand was also one of those ideas, to help bring more income for the products that these women make! To give that value and space to their skills which it needs in the Fashion Industry of Pakistan and hence in February 2012 we Launched Sughar, the brand that tribal and rural women in Pakistan, designed, created, launched and own!
This Brand is now going global! Sustainable Brands Awards have made us a part of the 27 Brands from all around the world who could win to receive International Brand Award! This is our first and only chance to make it happen, to finally let the world know that these are the beautiful traditions that live in Pakistan and to give Sughar and the tribal women in Pakistan the attention that they deserve!
We are highly in need of your VOTE, our success along with these women's hopes depend on you and you can make this happen by going to this link http://sbio.maker.good.is/projects/Sughar and just clicking on VOTE at our page, believe me you are never going to regret that click of your life.
Be with us and be our strength~
Sughar Team -