On 18th of August, 2016 ‘Sapphire’ launched its ‘CONCEPT STORE.’ at The Emporium Mall, Lahore. The whole event was attended by fashion industry celebrities and well known media persons. It featured a live music performance by Uzair Jaswal. PR for the event was by ‘Lotus’ with photography by ‘Pinhole Studio’. A concept store offers shoppers multiple types of items with one centralized theme. Examples of themes for a concept store are eco-friendly, street and high-end luxury. All the products in a concept store add to the theme of the establishment, even though they might be different categories altogether. For example, shoes, shirts and furniture in a beach concept store contribute to the theme. Many concept stores offer customers the chance to pick up food, clothing, electronics, perfumes, books and other items that are connected to the concept the shop promotes. These stores focus on creating a personalized shopping experience around the chosen theme. ‘Sapphire’ is one of the leading brands presented by one of the largest names in the textile industry. ‘Sapphire’ chosen scheme revolves around their range of fashion wear which meets the needs of everybody viz. daily wear, party wear, formal wear, silk tunics and scarves, even unstitched fabric. ‘Sapphire’ is renowned for combining 100% pure fabric with unique design aesthetic to create designer wear at an affordable price range. The ‘Concept Store’ is the largest functioning store at The Emporium Mall, Lahore which is designed by ‘Strata by Yousaf Shahbaz’ with surprising real features such as an in house café serving savories, tea, coffee and confectionery from ‘Delish for Sapphire’. It also offers kids play area, for all-in-one retail experience for ladies and families alike. At the same time, Sapphire also publicized their desired Cambric Collection 2016, available all over Pakistan on the same day. The Sapphire team shot the Cambric Collection 2016 in the enthralling historical city of Jaipur, the gateway to India’s most flamboyant state, Rajasthan, capturing the true essence and timelessness of the ‘Pink City’. The collection comes in 16 designs each available in two color-ways including two piece, three piece and four piece suits with a price range starting from PKR 1700/- to 5900/-. The store will also carry Sapphire’s ‘Signature’ women's ready-to-wear silk tunics, prét wear, unstitched collections, scarves, bottoms, women’s ethnic and contemporary accessories and men’s wear collection. Strengthening the men’s line further, Sapphire also introduced a men’s shoe line which includes ceremonial and casual shoes such as lace ups, sneakers and loafers with a price range of PKR 5000 to 8000. We hope you enjoy wearing them!