Let’s see who guesses this first!

What has more than 5,000 products, earth-shattering discounts of up to 70% OFF and an unmatchable online shopping experience?

Well? Yes, you guessed it right!

It’s The Great Summer Sale by Ideas! This online exclusive event is filled to the brim with the season’s best fashion for you and your home. A one-stop solution to all your shopping needs for summer 2023. So, don’t laze around and catch the most sizzling discounts of the season before stocks run out.

Let it not be said that you were not informed as we are here to give you a quick rundown of the best deals from Ideas Great Summer Sale.

Elevate your daily wear with Ideas Pret newest digital printed and embroidered kurtis. This year’s collections are lively and chic, perfect to create budget friendly Instagram worthy outfits.

Explore GulAhmed fabrics for women and men. Made with premium quality materials, the unstitched collections invite you to experiment with all kinds of colors and patterns. Truly let your inner fashionista shine by showcasing your sartorial talents with unstitched fabric available at unbelievable discounts.

With a seasonal refresh in order, The Great Summer Sale has up to 70% OFF on Ideas Home. You can now spruce up your living space with colorful and comfy bed sheets, plush towels, and beautiful home accents without breaking the bank.

No wardrobe is complete without the perfect accessories to match. With up to 70% on shoes and bags from Ideas, you can “Add to cart” the best minis, shoulder bags and totes without denting your wallets. While we are on the topic, let’s shop for a few kolhapuris, khussas, pumps, and mules too.

With thousands of trendy products at up to 70% OFF, this year’s Great Summer Sale should not be missed. The delightful aspect is that you can shop the online sale from their website www.gulahmedshop.com . to top it all off, Ideas has a 30-day exchange policy and a flat delivery rate of PKR 99 on local deliveries for a hassle-free shopping experience.

So, what are you waiting for? Shop now to get the best for less.

Since its inception in 2014, SAPPHIRE has established a name for itself for offering affordable trend inspired collections. Over the years SAPPHIRE has expanded its collections to include menswear, kidswear, westernwear and non-apparel lines such as home and beauty. Fast forward to 2023 and SAPPHIRE is beginning a new chapter of its forever evolving story that starts with a rebranding. The brand has decided to adopt a contemporary yet timeless look for its new branding that modernises its perspective in offering a complete lifestyle to its customers and focusses on the ideals of modernism, quality and sustainability.

A vision for change

Fashion is such a dynamic market where new trends and customer shopping habits are constantly changing and new brands emerge, it is vital for existing brands to keep on evolving to stay relevant. SAPPHIRE’s rebranding not only keeps it relevant in this everchanging industry, it also reflects the brands adaptive character that allows it to be creative, progressive, and mindful.

The creation of a new identity

Although SAPPHIRE’s visual identity has not experienced drastic shifts over the years, the brand has gradually updated its look to a cleaner, letter-based logo before going through to this bolder rebranding exercise. Once known for its easily distinguishable bird ident, which also translated into its animal print apparel designs, SAPPHIRE has now transformed its identity to a minimalist bold font that has been designed to work with both feminine and masculine products.

The minimal and modern typeface was strategically selected to ensure that the brand stays relevant to the current trends, an attribute that is imperative for all pioneering fashion brands, but also something that will have longevity. As the first part of its forever evolving chapter, SAPPHIRE has introduced the next generation of its carrier bags that are made from 100% recycled and recyclable paper. These new bags, decorated in blooming florals and blue summer skies, symbolize the next step in SAPPHIRE’s commitment to reducing waste as they can be purchased for a nominal fee, proceeds of which will contribute to SAPPHIRE’s ongoing sustainability programme, where SAPPHIRE has already made huge strides, like repurposing fabric, investing in solar panels across stores, and reducing plastic usage.

Looking into the future

In an era where “less is more” and “minimalism is the name of the game,” the decision to adopt a more modern look is in complete alignment with the expectations of the modern-day customer, and it’s about time that brands recognize the need to change their viewpoint according to the demands of the customer, no matter which industry they belong to. SAPPHIRE’s new look, which it plans to strengthen over the course of the year, comes as a refreshing start to the new year, one that we expect many brands to follow. 

In a relatively short period of time, Paragon salon, which is situated in the centre of the city, has elevated to the status of the town’s hotspot. You can feel calm and comfortable by getting beauty services at this location.


First and foremost, we were impressed by how aesthetically attractive the Paragon salon was. It has stunning earthy and sepia tones. What truly struck our attention was the interior’s eccentricity, including the motorbike and the neon “keep it classy” sign. The décor of most salons is far gaudier and more feminine, but we felt that this salon’s gender neutrality was a true step in the direction of equality.


A salon is notable for the services it provides to its clientele and Paragon offers an extensive range of those. From simple to professional haircuts, facials, meni-pedis, beauty regimens, and SO MUCH MORE, you have a wide range of alternatives to pick from.


We love it when a salon understands that luxury can be affordable as well! The pricing at Paragon Salon did not cost us an arm and a leg and is quite on the competitive rate that you will find in the market. What thrilled us the most? You could get packages tailor made to your preference, as a bonus they might throw in a discount or two!


A place is made or broken by the professionalism of its staff, and at Paragon Salon, they have the best staff ever. The staff was courteous to the utmost level, as well as well-aware of their duties to the salon. We felt truly pampered as all our needs were catered throughout the clock. Isn’t around the clock pampering all that a girl’s dreams are made of?

Our most favourite service?

HAIRCUT! Though our preferences of the kind of haircut we want for ourselves may vary (and sometimes, we’re just looking to tame the beast of tangles), we can all agree on one thing: we want a good haircut. Actually, no, we want a fantastic haircut! 

So, if you’re looking for a salon with exceptional haircut and hairstyling services, Paragon Salon is where you need to go! 

Over the past few years, Pakistani dramas have made huge progress, setting new standards for writing excellence, creativity, and realism. Therefore, if you’ve been wanting good television, log on to the internet and watch these programmes.


Humsafar is the most well-known Pakistani drama based on Farhat Ishtiaq’s novel. Directed by Sarmad Khoosat, story centres on Khirad (Mahira Khan) and Ashar (Fawad Khan) who are forced to get married to satisfy their parents’ wishes. They end up falling in love and developing the loveliest relationship. When her dream of living with Ashar doesn’t materialise, Sara (Naveen Waqar) makes it her top priority to split up the devoted couple.

Zindagi Gulzar Hai

Zindagi Gulzar Hai is a Pakistani television series directed by Sultana Siddiqui. The show initially won over audiences with its good plot and original creative concept. Based on the novel by Umera Ahmad, the narrative focuses on gender bias and the disparity in wealth levels between classes. It was widely watched primarily in Pakistan and throughout the Indian subcontinent.


Based on Umera Ahmad’s novel, Shehr-e-Zaat is a 2012 Pakistani spiritual romantic drama serial. Falak (Mahira Khan) has lived in luxury and has never experienced any deprivation. Salman (Mikaal Zulfiqar), whom she falls in love with, is persuaded to marry her. Salman accepts, but when Falak finds out about Salman’s wrongdoing, her world begins to come crashing down. Falak soon discovers that she has only ever cared for material things, which perfectly illustrates how one’s relationship with a higher power can be captured in the series.


Daastan is a Pakistani TV series based on the novel Bano, by Razia Butt. The partition of the Indian Subcontinent and Pakistan’s subsequent independence separates Bano (Sanam Baloch) and Hassan (Fawad Khan), who fall in love. Bano is taken captive by a man in India who she thinks will eventually take her to Pakistan. While they are apart, Hassan proposes to Rabia (Mehreen Raheel). As someone tries to rape Bano when she returns, she is discouraged by Pakistan’s current situation. The tragedy of those who suffered significant losses during the partition is poignantly depicted in the show.


This family drama delicately examines the bonds between parents and children while telling the story of a joint family headed by the patriarch Agha Jaan (Abid Ali). It centres on the lives of Wali and Faarah, who were compelled to get married to reunite their family, which had long since disintegrated due to Agha Jaan’s eldest son Behroze, who broke off his lengthy engagement to marry his late-love interest. Due to the preservation of relationships in the story, it was deemed visually appealing for the male audience and received praise for its direction, cinematography, and visual effects.


Udaari is an Urdu and Punjabi language social Pakistani television series that was created and co-produced by Momina Duraid with Kashf Foundation for Hum TV. It highlighted deeply ingrained problems like child sexual abuse, sexism, and gender discrimination within these areas and focused on the social and economic marginalisation of citizens in Pakistani rural society.

Hot couple

Jennifer Lopez & Ben Affleck just got hitched and we couldn’t be any happier for them!

Style star

Alisha Adnan knows how to keep it simple yet sassy!


The Jalapeño Pizza by The Pantry by Polo Lounge is our comfort food for sure. It will knock your socks off!

On the playlist

I ain’t worried by OneRepublic is a fun song that lifts up our spirits for sure!

Summer staple

These bright and fun co-ord sets from Inclusivitee Apparel are a must addition to your summer wardrobe. Can be style in so many ways!

Paperazzi Picks

This beautiful pair of polki earrings by Kiren Wahab would add a style statement to any look!


Monsoon rain spell has been hitting various parts of Pakistan. All concerned authorities have been warned and asked to take the necessary precautionary measures.

Everyday stress is something that we all experience. Each of us has a different cause of stress and a different method of coping with it. Yoga encourages mental and physical relaxation and it’s a good choice to manage stress.

We are recommending some yoga poses that can make you feel more at ease, less tense and better overall. You’ll be amazed at how much your mood can elevate with just a few minutes of daily self-care.

Balasna (Child’s Pose)

Balasana reduces stress and anxiety and gently stretches your hips, thighs, and ankles. This pose also calms your mind and steadies your breathing.

This asana should be practiced on an empty stomach. Hold the pose for 1 to 3 minutes for best results.

Shavasana (Corpse Pose)

Shavasana soothes all your muscles and stimulates blood circulation. This pose gives you a deep and meditative rest.  It requires you to sleep flat on your back and stay immobile like a dead body.

You can practice this beginner level pose any time of the day for 5 to 10 minutes.

Viparita Karani (Legs-Up-the-Wall Pose)

Viparita Karani helps boost blood circulation through your head and upper body, allowing you to feel realigned after hours of sitting or standing. This pose can help alleviate headaches and soothe back pain.

You can either perform this yoga before sleep or after waking up or at least five hours after your meal. Hold it for 5 to 10 minutes.

Sukhasana (Easy Pose)

Sukhasana is the most common calm-inducing posture. This posture simultaneously activates your body’s relaxation response and deactivates your stress response.

For best results experts suggest moving through a breathing pattern consisting of a breath in for four counts and a breath out for six counts.

Paschimottanasana (Seated Forward Bend)

Seated Forward Bend is best for calming mind and relieving stress. This pose also helps in stretching your spine, shoulders, and hamstrings. It also stimulates the liver, kidneys, ovaries, and can help improve digestion.

If it’s difficult for you to touch your feet, you can modify this pose by using a strap.

Malasana (Garland Pose)

Malasana is the perfect yoga pose for relaxation because it allows to release any tension or stress that has built up in head. As it directs energy downward, this pose is especially beneficial for people who are experiencing anxiety.

This pose also helps to stretch hips, relieves back pain, and promotes relaxation.

Whether you are a newbie or a pro, makeup tips and tricks are always helpful for a seamless experience and dealing with mishaps. Use these brilliant makeup tricks to achieve your best look.

1. Apply concealer in a triangle
To hide bags or puffiness under our eyes, most of us are used to applying concealer in a semi-circular motion. But for best results, apply the concealer under your eyes in a triangle, extending it almost to the tip of your nose. This method of concealer application brightens your face and makes your eyes the centre of attention.
2. Apply White or Nude Eyeliner to your Waterline or Lower Lash Line
A dark colour on the bottom lash line can make the eyes appear smaller and drawn down, but white has the opposite effect. White eyeliner is a trick used by makeup artists to brighten the face and give the appearance of larger, more awake eyes, especially when applied to the bottom waterline.
3. Powder Your Lashes
Applying a layer of powder will help you achieve longer, thicker lashes without applying ten coats of mascara or falsies.  After applying your first coat of mascara, lightly dust your lashes with loose powder to give them the appearance of being thicker and adding volume. To hide the dustiness, apply a second coat of mascara. You’ll notice the difference for yourself.
4. Make your Eyeshadow Really Pop
If you’re stuck with a less pigmented eyeshadow or you want that extra pop of colour, this is where that white eyeliner pencil comes in. Create a white base by filling in your eyelids with a white eyeliner pencil first, to get that pop of colour.
5. Scotch tape for a perfect wing
Use the scotch tape technique for a flawless wing. Simply apply a piece of Scotch tape in an angular pattern to the sides of your eyes and let the ends guide you to create amazing wing eyeliner. As a guide, you can also use a spoon, business card, debit card, or pretty much anything else with a straight edge.

While women are always appreciated for their Eid looks, we also want to appreciate men who put their best foot forward this Eid-ul-Azha.

Yasser Dar donned an ivory shalwar kameez by Mohsin Naveed Ranjha. Love the fit!

Hashmi Ali creating art as always in a blue kurta with sunflowers on it. Cute!

Hussain Rehar kept it classy in all white paired with a brown peshawari chappal. Seems like white was a favourite amongst guys this Eid!

Another ivory look that we really like. Sachal Afzal looked dapper in that kurta!

Hassan Iqbal Rizvi looked radiant in a yellow kurta paired with white pyjama.

Tabesh Khoja looked super trendy in this monochrome fit!
Take cues from Yousaf Shahbaz how on to style a kurta unconventionally. This look is anything but basic!

There’s always something exceptional about women who take their passions and turn them into purpose. Pursuing their dreams and goals while paving the way for others is something that we love to see female entrepreneurs do. When thinking of such women one particular interior designer stands out. The creative visionary and working mom who is doing it all and making it look seamless, Amna Wali’s interiors are unlike any other. With bespoke furniture that is unique to the customer, her creations are more than just ordinary pieces. They are particularly catered for clients and are not mass produced which sets them apart from the rest. Since everything is tailored to the client’s needs, Wali has also decided to open up her own boutique store and we are already in awe of her marvelous creations!

Amna Wali was born and raised in Karachi, Pakistan where she initially wanted to become a surgeon in her adolescence. However, as her love for the arts grew she knew that design was the right path for her. After honing in on her talents she finally decided that her passion for interiors was the strongest and enrolled herself in one of the most prestigious art institutes in Pakistan, Indus Valley School of Art and Architecture. In her 3rd year, she transferred to Kingston University in London where she graduated with Honours in Interior design. Amna Wali Design Boutique has established itself as a highly specialized provider of products and services in interior and architecture. As the founder and creative head, Amna herself, set up her boutique which has unique pieces catered to anyone who wants to explore living spaces beyond the mundane. In 2017 her brand decided to have its first pop-up shop in Karachi where a distinct variety of bespoke furniture and interiors were displayed. Ever since, Amna Wali Design Boutique has expanded its creative portfolio by redefining residential, hospitality, commercial, and retail interiors along with a range of beautiful home accessories and textiles.

Amna Wali’s interiors are full of layering, making them look grand, bold, and beautiful. Extravagance is usually her forte as her work leans towards tall ceilings, moldings, layering walls with different patterns, and furniture with all kinds of bold textures as well as colors. However, since her brand’s motto is to execute pieces and spaces catered to the client’s needs, she does not impose her own style on them completely and instead, uses their needs as a source of inspiration when designing a space. Her design boutique also does luxury interiors for anyone with an imaginative eye for living spaces. Furthermore, Amna Wali is also a mother of three and who balances her home life and her professional life while doing an excellent job at both. Being accredited for her distinguished work already, she sets an example for other women to pursue their passions while still being good mothers stating that the two are not mutually exclusive.

Amna Wali’s official design studio is finally opening up in Karachi later in May near Bukhari Commercial area, Lane 2 Phase 6 DHA. The studio is an exclusive 200 square yard building where her boutique will open on the ground and basement floor. Since we’re already in love with Amna’s designs, we can’t wait to check out her store real soon!

The big fashion news is that Ideas has launched its own line of fragrances both for men and women. These fragrances are a must-have this season for their unique scent, durability, and economic price. These fragrances have been launched for both men and women and are sure to grab a secure place in your everyday life.

We are sharing our favorites as under:

For Men:


This fragrance falls in the category of fresh aromatic. It is a truly masculine fragrance that is made to stay for long. The top notes are that of lemon and orange along with black pepper; giving it a feel of a fresh start. The heart of this fragrance is Muguet , another favourite of men across the globe, whereas the base is a beautiful combination of Amber, vanilla, and musk. This is a perfect combination of ingredients making up a perfect perfume for HIM.


This fragrance is the perfect choice for a man who knows what is required to achieve what he has in mind. This perfume falls under the category of Chypre leathery and oriental. The top fragrance that is prominent is that of pepper followed by violet and orris, whereas the base is that of cypress making it an all-rounder perfume, This is a perfect gift choice to make the man in your life feel loved, valued, and appreciated.

For Women:


Spring represents flowers and their fragrance as well as nature and that is exactly how you will feel wearing Spring Times by Ideas. It is a mesmerizing combination of essence taken from red berries and tube roses whereas the heart of it is lilies, lilac, and jasmine. This fragrance is a true picture of femininity. It makes an ideal gift for your loved one.


This fragrance is for the lady who likes to be on top of the world. One who knows her true worth and wants to make all her dreams come true. This perfume falls in the category of floral musky. The rose, apricot, and peach give this fragrance a noticeable feel which is soft yet makes its mark. The white musk is what gives it a complete feel. This perfume can be worn to work as well as when you are heading out for some time with friends.


This is a sensual fragrance by Ideas that is sure to become one of your favorites right after the first spray. This comes under the category of fruity, floral, and musky. Not just the fragrance but you will also fall in love with its bottle which is of beautiful color and has a sensual appeal to it. This makes an ideal gift whether you are treating your own self or you are buying it for the love of your life.

This is just a sneak-peek into IDEAS FRAGRANCE Collection. We are sure you’ll find the perfect scent that completes you. Check out the entire range at wwwgulahmedshop.com or visit your nearest Ideas store.

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