Lifestyle symbolizes creativity and individuality with a blend of trends reflected in the designs. Meet Raheel and Zoya, the creative team and co-founders of Creo, a home accessories and living accents brand. Their passion for accessories stemmed from their motivation to renovate their own home
By Haider Rifaat
Walk us through your journey.
After starting our lives together, we wanted to create a space that was an expression of our personalities. That goal not only pushed us to look at options beyond what was available in the local accessories market, but it also forced us to consider ways to redo our space without a budget breaking overhaul. The result was stunning customized pieces for our home and the birth of Creo.
How did your creative talent translate into a full time profession?
The beginnings of Creo are humble and close to the heart. We always had an innate flare for interior and design but we realized our passion when we started our home improvement project.
What accessories do you specialize in?
Creo has a spectrum of home and lifestyle accessories. From unconventional hangings and floor planters, occasional tables, exquisite lamps to stunning serve ware and unique bookends, we offers a range of accessories and accents pieces.
What are your professional roles as two creative people?
The design process is a shared responsibility. Raheel leads manufacturing and finance, while sales and marketing are my forte.
What is your crafting process? What steps are involved in making luxury home accessories?
Our creative process is very fluid. Sometimes a particular material will inspire a product, and in other cases, design options are discussed once we have determined what type of product we wish to create.
As a couple, how would you describe lifestyle?
There is a growing trend to try to fit into a mold, but we feel lifestyle should reflect your values and personality.
Was your journey struggle free or a tough one?
While our journey wasn’t struggle free, we haven’t faced a choice so difficult, a problem so substantial that we have not been able to overcome. In fact, our resolve to work hard only becomes stronger with each challenge.
How does your individual talent reflect in your designs? Is it a struggle for you both to land on the same page?
We share a similar aesthetic vision and our individual talents complement each other. We have mastered product form, proportions and the ability to merge them with functionality. We seldom find ourselves in a design deadlock.
As a couple, how do you regulate conflict of interest in a business?
We have faith in each other’s ideas and even when we disagree, we give each other the autonomy and space to experiment. Neither of us has regrets about being unable to try something we believed in.
How are affordability and luxury both an asset to your brand’s philosophy? Do the terms not contradict each other?
We don’t believe luxury and affordability are mutually exclusive. Luxury should not be associated with specific price points or exclusive access; instead it should be associated with particular characteristics or values, such as style, quality and finish.
Do you find your designs exotic and far from the mainstream? Is that why you chose not to amalgamate yourselves with the local industry?
While our products are bold and unique, they reflect the urban Pakistani’s burgeoning desire for a modern and luxe aesthetic.
“As artists, we are the ambassadors of our country. It is our responsibility that we convey a positive message to the audiences and around world through our art, music and voiceâ€
How much work is required to create household and office items? Guide me through the process.
The design process is a bit unpredictable. Something that is seemingly easy to create may in fact takes much longer to develop on account of hurdles during execution. Some products will take days while others may take months to complete.
Who do you cite as your influences?
We greatly admire the work of international designers such as Kelly Wearstler and Jonathan Adler for their adventurous flare. We have also been inspired by local arts and crafts and have developed ways to incorporate such art and artisanship into our accessories.
Are people receptive to your business? Has it been positive or a mix of both?
The response has been overwhelming. Creo is lauded for offering sumptuous home accessories that deliver functionality at affordable price points.
How do you intend to take your business to the next level?
We want to introduce our products to customers all over Pakistan. To that end, we are planning a series of exhibitions in major cities early next year.
