Amidst Punjab’s picturesque landscape lies the city of Daska. It is here that Rahat Cheema’s journey from devoted homemaker to visionary entrepreneur comes alive with creativity and communal spirit.

Rahat’s journey, over the course of almost three decades, is one of a deep-seated pursuit of her creative vision. In the early ’90s, amid the responsibilities of a young wife and mother, she found solace in the magic of design, meticulously crafting her own home in Daska. Each corner became a canvas for her distinctive style, ideas and emotions. For Rahat, creativity never felt limiting. Quite the contrary, it gave her unimaginable freedom to remain in a consistent state of creation and beauty.

Within the sanctuary of her household, the entrepreneur’s artistic spirit flourished, pushing her towards an entrepreneurial path. The drive was fuelled by a desire to express herself through furniture and interior design. She delved deep into conceptualising bespoke furniture pieces and home accessories. From envisioning the shape and structure to selecting the perfect wood and polish, Rahat poured her heart and soul into every detail.

For Rahat, interiors became more than just spaces - they became narratives, each room a story waiting to be experienced and enjoyed. The thrill of redesigning a space, harnessing the play of natural light and curating the perfect furnishings ignited her imagination. Design became a language through which she could evoke emotions and create immersive experiences.

The path to entrepreneurship can be solitary and marked by continuous challenges and setbacks. Rahat embarked on her own journey with unwavering self-belief. In the mid-90s she boldly launched her furniture brand, Vintage Works (formerly known as Classic Interiors).

Within her design house, Rahat collaborates closely with her daughter, Iman, whose role as director, informed by her background in banking, has been instrumental in driving the brand to new heights of success.

Known for more than their top-tier craftsmanship, Rahat and Iman remain staunch in their commitment to uplifting local artisans and preserving traditional craftsmanship. At the heart of Vintage Works’s ethos there is profound respect for heritage and a dedication to creating pieces that transcend trends and become cherished heirlooms for generations. Each creation tells a story of passion, skill and craftsmanship, embodying Pakistan’s artistic heritage while offering discerning clientele furniture and interior advice that lasts a lifetime.

This dedication to tradition is reflected in the team, comprising master craftspeople from Daska to Lahore, each contributing their unique expertise to the brand’s vision.

In an exclusive interview with The News on Sunday, Rahat shares her journey. She is joined by Iman, shedding light on the future of their business and the furniture and interiors landscape in Pakistan.

The News on Sunday: Could you walk us through the crucial moments in your journey from being a stay-at-home mom to becoming a furniture entrepreneur?

Rahat Cheema: During my early years in Daska, I found myself juggling the responsibilities of caring for my family while also nurturing my personal aspirations. The realisation of my passion for interior design struck me profoundly as I began transforming my own home. It was evident to me quite early on, while raising my children, that I harboured a desire to extend my creative endeavors beyond the confines of our home. I yearned to create the same aesthetically pleasing spaces for others as I had for myself. The creative process is like that; it compels one to share one’s talents rather than hoard them. I think that realisation did it for me.

TNS: What inspired you to transition from homemaking to entrepreneurship, particularly in the furniture industry?

RC: At the end of the day, it was a desire to transform my passion into a profession. The furniture industry in Pakistan was still finding its footing. The ’90s marked a period of burgeoning development in the industry, with tastes evolving and the demand for aesthetically pleasing yet functional furniture steadily rising. I saw an opportunity to create pieces that not only adorned spaces but also enhanced their practicality and comfort.

The prospect of contributing to the growth and maturation of the local furniture market in Pakistan resonated deeply with me. We had - and still have - incredible craftspeople in the country, whose talents and expertise have been passed down from generation to generation. They form a treasure-trove of talent. I was eager to collaborate with these artisans, not only to provide livelihoods but also to showcase our rich heritage in a modern context. It was about marrying tradition with innovation, bringing local crafts to the forefront of the furniture market with a fresh perspective.

TNS: What is your creative process like when designing furniture pieces, and how do you ensure they resonate with your target audience?

RC: My creative process begins with inspiration drawn from various sources; nature, architecture, culture and everyday experience. I immerse myself in research, sketching ideas and exploring all kinds of design concepts with Iman and my team. We brainstorm, bounce ideas off one another and assess the market trends. Ultimately, my goal is to create furniture pieces that not only reflect my vision but also resonate with our clients.

TNS: How do you envision Vintage Works contributing to the broader cultural and economic landscape of Pakistan?

RC: Through our ongoing collaborations with local artisans and designers, Vintage Works remains committed to preserving traditional craftsmanship while simultaneously promoting innovation and creativity. We’re always brainstorming and exploring new lines and design concepts. It’s like an open playground where there’s endless potential to create and improve.

Also, our dedication to community development extends beyond the business. Through various initiatives, such as vocational training programmes and support for local schools, we strive to make a positive impact on the community, empowering individuals and fostering long-term growth and prosperity.

TNS: Iman, what are your immediate plans for Vintage Works?

Iman Cheema: From day one, my focus has been on ensuring that the business remains competitive and sustainable in the long-run. These days, I’m very keen on exploring opportunities for expansion, both locally and internationally, to broaden Vintage Works’s reach and impact in the global furniture market. It’s an exciting time. I am certain we’ll be able to spearhead a few international collaborations in the near future.

TNS: Can you share a memorable success story or a project that particularly resonated with you?

RC: A success story that stands out to me is a project I undertook back in 1992. It began with the crafting of a beautiful wooden swing for a dear friend of mine. The project was special on account of collaboration with Mushtaq Mistri, a renowned artisan. Together, we created a handcrafted, portable swing that has graced my friend’s living room to this day. It is a great example of environment-friendly free-form design.

A significant milestone came in 2002 when we received international recognition for our work. We sent our inaugural shipment to Wanstead, East London, for Lord Adeel Mirza. He was impressed by our furniture showcased at a friend’s house. He commissioned a complete interior overhaul of his residence. A prominent person in the United Kingdom, Lord Mirza still owns the furniture we sent him. This project marked the beginning of international ventures for Vintage Works.

TNS: What advice would you give to aspiring entrepreneurs, particularly women, looking to break into the furniture industry?

RC: Believe in yourself and your vision. Trust your instincts and don’t shy away from taking calculated risks. Surround yourself with a supportive network of mentors, peers and advisors, who can provide guidance and encouragement. Embrace challenges as chances for personal and professional growth and always remain true to your passion and purpose. If I could handle while being a young mother, you can too. Don’t ever give up on your dreams. If you do, they’ll haunt you later in life.

The writer is a freelance journalist. She may be contacted at
sonjarehman@gmail.com