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Austrian envoy calls for women empowerment

Austrian envoy

Empowering Artisans: Serena Hotels and Behbud Association Collaborate for Cultural Celebration


ISLAMABAD: Serena Hotels under the Cultural Diplomacy initiative collaborated with Behbud Association to jointly organize the two-day Handicraft Eid Bazaar to support women artisans from all over Pakistan and to foster their economic empowerment.

The chief guest of the event, the Ambassador of Austria H.E. Andrea Wicke, who inaugurated the Eid Bazaar said, this is a way to celebrate the artistry and creativity of home-based workers. I understand the dedicational passion required to create beautiful pieces of art; therefore, I am particularly delighted to witness the exquisite craftsmanship on this event and I extend my heartful gratitude to Behbud and Serena Hotels for organizing such a beautiful event to promote women empowerment.

The two-day bazaar aimed to celebrate the strength and creativity of home-based workers and women artisans across Pakistan, who continue in crafting remarkable artifacts despite facing challenging circumstances. Guests were treated to a diverse array of traditional crafts and needlework originating from various regions of Pakistan, including Ralli, Hand & Machine Embroidery, Kantha, Chikankari, Block Printing, Smocking, Cutwork, Cross-stitch, Taarkashi, Phulkari, Crochet, Knitting, and more. The artisans graced the stalls, offering live demonstrations of their craft and techniques. The exhibition attracted many visitors, who thoroughly enjoyed exploring the intricate craftsmanship on display.

The President of Behbud Association Ms. Abida Malik said, Behbud has been steadily working in the pursuit of the economic empowerment of the women from the most overlook communities of Pakistan. Over the years, it has touched the life of thousands of women and their families in a very positive way. By investing in women, we invest in the future of our communities and our country. We recognize the immense potential and talent that women possess, and it is our mission to create an environment where they can succeed.

Serena Hotels, renowned for its support of cultural preservation and community empowerment, provided invaluable support for these initiatives. The collaboration with Behbud Association highlights their ongoing commitment to uplifting local artisans and celebrating Pakistan’s rich heritage. By hosting events such as the Handicraft Bazaar, Serena Hotels actively promotes sustainable tourism while showcasing the talents of home-based workers and women artisans to a global audience.

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