Sonraj Group has launched Beyond Luxury, a new content initiative aimed at introducing Pakistani audiences to the craftsmanship, heritage, and stories behind some of the world’s most prestigious brands.
The initiative will feature a series of stories, visits, and observations published through Gharyal.com and Sonraj’s digital platforms, including Maison Sonraj, Collectibles, and Gharyal. The content will take viewers inside museums, manufacturing facilities, ateliers, heritage institutions, and creative spaces where traditional craftsmanship and design continue to flourish.
According to the company, the project seeks to move beyond showcasing luxury products by highlighting the people, institutions, and centuries-old traditions that shape them.
Sonraj Group CEO Rameez Sattar said the initiative builds on a vision he first outlined more than a decade ago, when he emphasised the importance of exposing Pakistanis to international standards, global brands, and industries that were relatively unfamiliar in the local market.
Over time, he said, that vision evolved from introducing products to fostering a deeper understanding of the stories and craftsmanship behind them.
“For many years we introduced international brands to Pakistan. Today, we believe it is equally important to introduce the people, craftsmanship, heritage, and institutions behind them. Appreciation begins with understanding, and understanding helps industries and communities grow,” Sattar said.
A key contributor to the initiative is Hasnain Lehri, Executive Creative Director and Brand Ambassador of Sonraj Group, whose visits and observations will provide audiences with access to places and stories rarely seen in Pakistan.
Through Beyond Luxury, Sonraj aims to broaden public appreciation of global craftsmanship by offering insights into the cultural and creative traditions that underpin some of the world’s leading luxury brands.
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