Syeda Sadia Afrina’s effort to preserving Jamdani

After winning our hearts in Bangladesh Jaya Ahsan is shining bright with her Bollywood debut, Kadak Singh. What is most interesting is Jaya's choice of attire. Clad in a pink-hued Jamdani from Thread, the diva looked elegant at her movie's premiere show in Mumbai. Jaya Ahsan has been seen adorning well-designed and exquisite creations by Thread, which certainly showcases the beauty and appeal of Jamdani to a much broader audience.

Thread was born out of Syeda Sadia Afrina's passion for preserving the traditional art of Jamdani weaving.

"I knew a few master weavers from childhood as they used to deliver Jamdani to my family. When they were going through tough times, they asked if I could help them and this is how Thread came to be," Afrina recalls.

Witnessing the struggles of these artisans with their wages and livelihood, she was moved to action. Starting with a small group of highly qualified weavers, Thread has since grown, training new recruits and building a strong community of skilled Jamdani weavers.

Thread stands out for its unique approach to design. Afrina explains, "Most of the Jamdani designs are age-old but we keep adding new motifs to make it contemporary yet traditional. Our master weavers bring them to life on a canvas that they call taant (loom) with a paintbrush, which they call kandool (needle)."

Jaya Ahsan's choice to wear Thread's Jamdani saris at three different events was a decision that reflects the brand's commitment to quality and expert craftsmanship.

So, how did this collaboration happen?

Afrina answers, "Jaya Ahsan represents Bangladesh through her attire. Her admiration for Jamdani along with our dedication to creating the best quality product and excellent client experience brought us together."

Talking about one of the Jamdani saris Jaya Ahsan wore at an event, Afrina mentioned that it was based on Thread's exclusive exhibition design on korola jaal motif – initially created in 2019 – but the design evolved requiring three different colours of thread to create its base and six to eight months of work by two master weavers. The intricate weaving process, involving sachcha zari in half silk, showcases the exceptional skill and dedication of Thread's artisans.

Apart from collaborating with Jaya Ahsan, Thread is continuously exploring new avenues to serve its client base.

"We are working on a few powerful possibilities," Afrina hints, promising that Thread will consistently surprise its clients with innovations. This forward-thinking approach keeps the brand at the forefront of the textile industry.

Thread's uniqueness lies in its contemporary designs, which are constantly evolving. "We keep our designs contemporary, constantly evolving into new streams with a variety of colours and intricate detailing in each one of our Jamdani. This is our USP," Afrina states. This commitment to innovation and attention to detail has made Thread's saris a preferred choice among those seeking quality and originality.

Above all, for Afrina, success is more than just business achievements. She says, "To me, it's not only about doing business but to ensure a sustainable and quality livelihood for our weavers. The Thread Team takes pride in putting Jamdani at the forefront of original Bangladeshi fashion wear, presenting it both inside and outside of the country."

This commitment to the well-being of their artisans is what makes Thread more than just a brand – it's a community dedicated to preserving a treasured art form. In the crowded world of Jamdani saris, Thread displays quality, innovation, and social responsibility by empowering its weavers, and inspiring a new generation to embrace Jamdani with pride and respect.

Photo: Courtesy Thread Jamdani