Are megastores the new way to shop in Pakistan? Sapphire thinks so

Sapphire’s megastore in Lahore challenges brands to go big or go home

We’ve just embarked upon the era of the mega fashion store. In a mega mall. Opened with a mega launch, of course.

Case in point: the recent opening of Sapphire’s new outlet in Lahore’s colossal Emporium Mall. Launched merely one and a half year ago, Sapphire is certainly a local retail phenomenon.

Steered by Creative Director and merging a pretty aesthetic with tinges of the edgy, it’s collated an extensive clientele. The prices are economical, the fabric is great, the designs are wearable and women have infamously fought tooth and nail during the brand’s occasional sales. Apparently, everybody loves wearing Sapphire.

And ‘everybody’ came to the Sapphire launch – single mindedly focused on shopping, elbowing their way through the long line at the counter and cutting the line, when possible. Coiffured and immaculate, Lahore’s social page stars were there in full flow as was print and social media personnel, many of them flown in to the city expressly for the launch. A shiny golden ticket was gifted to guests, ensuring a 50% discount on any five purchases. How’s that for incentive?!