Tunic Top Craze Fuels Pakistani-American Woman's Web Business

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A Pakistani-American woman entrepreneur capitalizes on a hot trend in women's fashion. Her niche is authentic ethnic tunic tops.

When Safia Ahmed launched her online Pakistani clothing store in December 2004, she was expecting mostly South Asian clientele. Safia was pleasantly surprised. "Our customer base is no more than 60% South Asian. The response from non-Asians has been excellent," Safia says. The reason for the broad appeal: the tunic top fad.

Time, MSN, Bella Online, and About.com have all noticed the surge in popularity of all things tunic. "People are getting weary of tiny tops and tight t-shirts," explains Safia. "Our tunic tops offer a modest and comfortable alternative. Their popularity transcends age, body type, nationality, and race. Tunic tops are also well-suited for most seasons and occasions."

Major labels like Old Navy, Nordstrom, and Banana Republic are in on the action. So what sets Ahmed's home-based business, "Reet Riwaj" (Traditions and Trends), apart from the crowd? "Our specialty is high quality silk embroidered tunics," says Ahmed confidently. "They are made in Karachi by my sisters and marketed under our own logo. An authentic brand at affordable prices attracts customers," she says. Authentic indeed; the Western tunic top is a derivative of the Indian or Pakistani "kurta".

Safia also markets "salwar kameez", a traditional Pakistani dress and trendy urban Indo-Pak-Western suits. "These dresses are getting popular with non-Asians as well," Ahmed states.

What's next? "An E-bay store, followed by a spin-off website dedicated to tunic tops, and an offline boutique in the near future," beams Ahmed.

Things are looking tip top for Safia Ahmed's tunic tops and ethnic dresses.

For additional information about Safia Ahmed's business visit: http://www.reetriwaj.com and for information regarding tunic tops visit: http://www.reetriwaj.com/tunic-tops.html

About Reet Riwaj:

Reet Riwaj is a home and net-based boutique in Rochester, NY specializing in Pakistani and Indian clothing including: tunic tops, salwar kameez, and indo-western outfits.

Safia & Fawad Ahmed

Reet Riwaj, Proprietors

585-309-7078 or 585-594-2731



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Fawad Ahmed