Abu

I decided to become a tailor at a young age. I used to work half days—half the day I’d be at school, and the other half I’d be working in tailoring, working long hours. Eventually, my friend’s father, who owned a garment workshop, asked for my help, and that’s how I transitioned into working full time. I made that choice early on and stuck with it for 25 years.

I chose this profession because I love it. It’s a clean, family-oriented environment, which I enjoy.  At Safiyaa, what resonates with me the most is how the brand presents classic models in a modern way, with incredibly beautiful details. 

One of my most memorable moments at Safiyaa was probably this project,  where we had to position ourselves in front of the camera. It was a special experience that contributed to both my personal and professional growth.

If I could give myself advice earlier in life, it would be to truly appreciate and remember the people who helped me get started in this business. Their support was invaluable and I owe them everything.

Ayla

I started working in this industry when I was 18. Even though I’ve been in it for some time now, I still learn something new every day.

Cutting is where my true passion lies. There's something beautiful about cutting a piece, seeing it sewn and hung up perfectly—it always brings me joy.

At Safiyaa, I’m constantly inspired by innovation. I’ve always set a goal for myself and stuck to it, no matter what and I believe that staying focused and determined is crucial to our development.

I’m incredibly proud to be part of a company that is growing at such speed. That feeling will always be unforgettable. It’s recognition of all the hard work and dedication we put in.

If I had to describe myself in a few words, I’d say I’m optimistic and full of confidence. This positivity shapes how I approach both life and the people around me.

Emilie

I first picked up a needle and tried embroidery while at college, and I instantly fell in love with the craft.
 
Growing up in a small town in England, it wasn’t always easy to imagine a future in embroidery, however I was fortunate to have an incredible textiles mentor who believed in me. She showed me that it was possible to transform my passion into a career and gave me the confidence I was capable of it.
 
I connect deeply with Safiyaa’s philosophy of empowering women and take immense pride in the craftsmanship and I’m continually in awe of the collective energy and expertise that go into each piece.
 
My time at Safiyaa has significantly contributed to my own personal growth, particularly in cultivating confidence and trusting my own decision-making skills.
 
The creative journey can be challenging. Imposter syndrome is a common experience among creatives, but I now know that it is nothing to fear. It’s simply part of the creative journey.

Jess

I come from a long line of creatives, and knew I wanted to study embroidery from a young age. My grandparents lived near Hampton Court Palace, and as a child I would look at the embroidery samples in the Royal School of Needlework, and I knew that was where I wanted to be. When I left school I applied and spent the next 3 years there.  Embroidery is a fine art and an eye for detail is critical, this dedication has shaped the way I look at the world. 

At Safiyaa we get to give women the confidence to be their best selves which is something very important to me.  It gives me such pride to see my pieces being worn and drives me to continue to explore and push the boundaries of the craft.  A particularly memorable moment for me personally was seeing Penny Mordant in our  dress for the King’s Coronation. It was such a privilege to be part of such a monumental moment in history. 

As an embroiderer, I enjoy working on some of the more extravagant bridal pieces. Playing a part of the most important day of someone’s life is an exciting experience, and getting to be part of that vision is a beautiful process. 

I wish I had been told that it was possible to do what you love as a job. With experience,  I know you simply have to stick with something and work hard, and it will happen. 

Priyanshi

Growing up in India, I was surrounded by rich cultures and traditional textiles.

During my studies, I completed an internship with a fashion brand, where I saw firsthand how textile design could be a force for good. I learned how choices in fabric, dye, and production methods could impact both the environment and the people who wear them.

I love the concept of transformation that embroidery brings – each piece adding something unique and personal. 

Interacting with the wider team has allowed me to improve my social and communication skills, helping me build strong relationships both personally and professionally. 

We’ve had many opportunities to embroider for special projects and significant figures at Safiyaa. Seeing our work on the red carpet brings a real sense of pride to everyone involved in the production process.

A dream project for me would be creating an embroidered collection that tells the story of my family’s journey across generations, capturing the experiences, cultures, and emotions that have shaped who I am as a creative  today.

Rachael

Since I can remember, I have wanted to work in fashion, inspired by my grandmother, who did the most beautiful embroidery. I’m highly innovative as a person and enjoy focusing on the finer details, which I can fully explore in my work at Safiyaa.

The most exciting part of the process for me is witnessing the transformation of a garment through embroidery. 

Collaboration with my fellow embroiderers has been invaluable, enabling me to learn new techniques and continuously improve my craft. One particularly memorable moment was embroidering a dress worn by a pivotal person in the King’s coronation. This experience not only validated my skills but also reinforced my connection to the artistry of embroidery and its power to transform.

If there’s one piece of advice, I wish I had been told earlier in life, it’s simply to go for it. Tackling a daunting  project, is the first step toward creating something special.

Wei

I’ve been surrounded by embroidery since I was a child—both my mother and sister practiced it, so it was in my blood and I picked up their technical skills early on.
 
Safiyaa’s craftsmanship and attention to detail resonates deeply with me, especially the way garments are tailored to each customer.
 
Some of the more complex garments require a remarkable level of confidence, patience, and skill which has helped me grow significantly.
 
I approach my work with a calm mindset, always focusing on high quality workmanship while constantly thinking about comfort for the client.
 
This mindful process has been invaluable, as I put a lot of love and attention into everything I do.

Yu

I learned to sew when I was 11 years old and have enjoyed creating and sewing ever since. I get an immense feeling of satisfaction and pride from my work.

I appreciate Safiyaa's emphasis on craftsmanship and detail, which aligns with my core values as a seamstress.

Every part of the making process is a learning opportunity for me and I find great pleasure in brainstorming concepts with my fellow technical professionals. Our conversations often spark exciting new ways to approach a challenge.

The most exciting part of working on a garment is when everything aligns perfectly. Each time I repeat a technique, it contributes to my development. 

My dream is to continue to push the boundaries of design and craftsmanship.

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