Kashmir Impulse Desk
Srinagar, Aug 9
For young Kashmiri entrepreneur Aqsa Hafiz, traditional embroidery is not simply a link to the past but a potential bridge between Kashmir’s cultural heritage and a new generation of consumers.
Hafiz, an MBA graduate in her early twenties, is building her apparel venture, Girly Sherly, around Tilla and Aari craftsmanship, seeking to combine traditional Kashmiri artistry with contemporary clothing and fashion preferences.
The venture operates through its Instagram account, @Girly.sherly_, and describes itself as a premium Kashmiri clothing brand specialising in authentic Tilla and Aari work.
Its collection features handcrafted outfits made with quality fabrics and incorporates traditional embroidery into contemporary designs. The business also accepts customised orders, allowing customers to specify their preferences while retaining the craftsmanship that defines the brand.
For Hafiz, the business is as much about cultural continuity as it is about clothing.
“Kashmir is not just a place; it is a feeling that lives in its colours, its craftsmanship and the stories passed from one generation to another,” she said.
She said she wanted traditional Kashmiri arts to become something younger people could wear with pride rather than encounter only as part of their cultural history.
“I want our traditions to be something that the younger generation wears with pride, not something they only hear about as a part of history,” she said.
Tilla and Aari embroidery are among the traditional forms of craftsmanship associated with Kashmir, requiring detailed and painstaking work and reflecting skills passed through generations.
Hafiz said preserving those traditions did not necessarily mean keeping them unchanged.
“Tradition stays alive when we carry it forward,” she said. “If we give our art a place in the lives of our children and in the fashion they choose, we give it another generation to live.”
Her MBA training has given her an understanding of business, marketing and changing consumer preferences, while her focus on Kashmiri craftsmanship provides the venture with a distinctly local identity.
Through its social media presence, Girly Sherly showcases handcrafted apparel and seeks to reach customers interested in Kashmiri artistry presented in contemporary forms.
Customisation is also part of the business model, allowing customers to participate in the design process while retaining the traditional techniques at the centre of the garments.
Hafiz said she believed preserving Kashmiri craftsmanship was a responsibility that could be pursued in different ways, including learning traditional skills, supporting artisans and creating platforms that expose the work to new audiences.
Girly Sherly is scheduled to showcase its collection at Bazm-e-Kashmir at Nigeen Club in Srinagar on August 12 and 13.
The exhibition will feature the brand’s premium collection and offer visitors an opportunity to see its interpretation of Kashmiri fashion.
“We are bringing our apparel to Nigeen Club from August 12,” Hafiz said. “I look forward to welcoming people and sharing the beauty of Kashmiri craftsmanship with them.”
For Hafiz, the exhibition represents more than a commercial opportunity. She sees it as part of a broader effort to place traditional Kashmiri craftsmanship before contemporary audiences, particularly younger consumers.
Her venture reflects an approach in which preservation is pursued through continued use: keeping Tilla and Aari work visible not only as elements of Kashmir’s artistic heritage but also as part of contemporary fashion.
