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KARACHI ,June 22,2026 : Sonraj has launched Beyond Luxury, a new initiative that takes audiences beyond premium products to explore the craftsmanship, heritage, and people behind the world’s leading luxury brands.
Through the campaign, Sonraj will share exclusive stories, visits, and insights on Gharyal.com and its digital platforms, including Maison Sonraj, Collectibles, and Gharyal. In addition, the initiative will give audiences access to museums, ateliers, manufacturing facilities, heritage institutions, and creative spaces where luxury craftsmanship continues to thrive.
Moreover, the campaign builds on a vision first outlined more than a decade ago by Sonraj Group CEO Rameez Sattar. He had emphasized the importance of introducing Pakistanis to global brands, international standards, and emerging opportunities. Over time, that vision expanded beyond retail to highlight the history, craftsmanship, and culture behind luxury brands.
Speaking about the initiative, Rameez Sattar said Sonraj has spent years bringing international brands to Pakistan. Now, the company wants to introduce the people, traditions, and institutions that shape those brands. Furthermore, he said greater understanding encourages appreciation and supports the growth of creative industries and communities.
Meanwhile, Executive Creative Director and Brand Ambassador Hasnain Lehri has played a key role in bringing the project to life. Through his travels and observations, he offers audiences a rare glimpse into destinations, workshops, and stories that remain largely unseen in Pakistan.
Overall, Beyond Luxury aims to deepen public appreciation for global craftsmanship while connecting Pakistani audiences with the heritage and creativity behind the world’s most iconic luxury brands.
