Salaam and a warm welcome!  

My name is Hazer Gul, and the story I wish to share with you today is one that is very close to my heart. It is a story woven on handlooms and embroidered with threads of tradition, resilience, and beauty. It begins in the majestic valleys of Swat, where the skills of the loom and the needle are not merely crafts, but a language—a way of passing down our history from one generation to the next.

For years, I watched these timeless arts, these pieces of our soul, risk fading into memory. And so, Elum Traditional Arts & Crafts was born from a simple, powerful mission: to build a bridge. A bridge between the skilled hands of our master artisans and your home, connecting the richness of our past with the possibilities of the present.

We are more than a social enterprise; we are a community. We are weavers, dyers, embroiderers, and dreamers, united by a passion to safeguard Pakistan’s artisanal legacy. Every product we create is a testament to this commitment, infused with centuries of culture and the personal touch of the artisan who made it.

Our new collection is a proud celebration of this vision. For the gentleman who appreciates enduring style, we offer a range of woolen shawls, each with its own character. You can choose the robust and classic 48/2 shawl, available in four colours and five distinct decorative patterns, each woven with a story. Or perhaps the softer, more refined 72/2 shawl in four elegant colours, featuring a single, masterful design that highlights the luxury of the fine wool. For those seeking a true statement piece, our Special Gents’ Shawl presents one exclusive design in three sophisticated colours.

And for those who love elaborate detail, many of our ladies’ shawls can be adorned with exquisite embroidery, offering six different patterns in four colours to create a truly unique piece.

For our ladies, we have crafted beautiful scarves in four versatile base colours, each brought to life with one of six different patterns of our special Swati Stitch embroidery. This traditional technique, unique to our region, adds a beautiful texture and a burst of cultural narrative to any outfit.

But our craftsmanship extends far beyond shawls and scarves. We are proud to offer the iconic Traditional Pashtun Pakol, a cap that is a symbol of our identity. We create stunning traditional dresses, elegant waistcoats, and dignified long coats that blend timeless silhouettes with modern sensibilities. For the creators and visionaries, we also provide our high-quality, handwoven woolen fabric by the meter, inviting you to be a part of the creative process.

This brings me to the very soul of our work at ElumTAC: we are the champions of customization. We believe the most cherished possessions are those that carry a personal story. If you can imagine it, we can weave it. Whether it’s a specific design for a shawl, a unique pattern for a coat, or a corporate gift imbued with meaning, our artisans will collaborate with you to bring your vision to life, creating a one-of-a-kind heirloom.

When you choose ElumTAC, you do more than acquire a beautiful object. You become a patron of heritage. You empower a artisan, support a family, and help us ensure that these ancient skills do not just survive, but thrive for generations to come.

This is our story. And with every thread we weave, we invite you to become a part of it. Explore our collections, discover the depth of our craft, and let us create something beautiful together.

Thank you for your support.

With warm regards,

Hazer Gul

Founding CEO
Elum Traditional Arts & Crafts (ElumTAC)