By Neha Shamim
What does the name “NAYRO” personally mean to you?
To me, NAYRO represents a fusion of legacy and modernity. The name itself is deeply personal ,it carries letters from the names of my family members, making it a symbol of transformation, continuity, and identity.
I have spent over a decade working in the fashion industry, shaping and reshaping my career with several renowned brands. Over the years, I’ve had the opportunity to establish and strengthen the ethnic segments of many brands through my work. However, I’ve always felt that the wedding industry in our country has immense untapped potential. Unlike countries such as India or Pakistan, our wedding fashion sector is still underdeveloped, which is why many people look outside the country for their wedding attire.
What makes this especially unfortunate is that we have incredibly skilled craftsmen here, yet their talent is often underutilized by local designers. I have always wanted to change that narrative,to create a meaningful presence in the wedding industry that reflects both craftsmanship and my personal design philosophy.
That passion led to the birth of NAYRO. I have devoted myself entirely to this brand with the vision of building something authentic,an identity that not only represents me, but also elevates our local craftsmanship and redefines wedding fashion in our country.
The Moment Fashion Became “Purpose”
Fashion became my purpose when I realized that clothing is more than a garment,it is art. A perfectly tailored outfit can transform a person’s confidence and presence. Listening to people share their dreams for their wedding day and translating those stories into designs gave deeper meaning to my work.
In 2016, while searching for my own wedding sherwani, I noticed a clear gap in the local market for designer wear. During Covid, when the garment industry faced uncertainty and job security was at risk, I decided to take that leap of faith. I started NAYRO in 2019 with just one tailor. Today, more than 40 people work with us, and our clients are not just customers,they are part of the NAYRO family.
Why Men’s Couture Over Mainstream Fashion?
Mainstream fashion is largely driven by trends that fade within months. Men’s couture,especially groom wear,is about permanence, craftsmanship, and meaning. These garments are created for once-in-a-lifetime moments and are meant to hold emotional as well as aesthetic value.
In our country, the bridal and groom wear market is still underdeveloped, with many people heavily dependent on imported designs. This gap presents a powerful opportunity to create something authentic and locally rooted. I chose this niche because I value the artistry of construction and the challenge of creating timeless elegance,pieces that honor tradition, elevate craftsmanship, and stand apart from the fast-fashion cycle.
Describe the Nayro man in three words.
Sovereign, Royal & Aristocrat
Where Do You Draw Inspiration From?
My biggest inspirations are Mimar Sinan and Isa Effendi,masters whose work represents timeless architecture, precision, and the brilliance of heritage. I am deeply drawn to architectural grandeur, where balance, proportion, and permanence define beauty. The structural integrity of mosques and historic monuments often finds its way into my designs, translating into the silhouettes, cuts, and construction of a jacket or sherwani.
I am also inspired by the Mughal Empire, along with architectural and geometric themes, symbolic elements, and ritualistic designs. Traditional craftsmanship plays a vital role in my work, particularly zardozi, one of the most opulent forms of hand embroidery. Iconic materials such as dabka, salma, kora, nakshi, and badla are frequently used in my creations, allowing each piece to carry depth, heritage, and a sense of timeless luxury.
What’s Next for NAYRO?
NAYRO is looking toward international expansion, with a focus on introducing our distinctive approach to modern groom–bride ensemble wear. Alongside couture, we are also exploring a limited-edition accessory line that complements our designs and carries the unmistakable NAYRO signature. Additionally, we are preparing to launch women’s attire very soon, marking an important new chapter for the brand.
What advice would you give to young designers?
Creative people are not meant to work within rigid frameworks. Young designers must dare to use their creativity without limiting themselves to job roles or titles. The fashion industry is vast and full of opportunities, but true growth comes from patience and discipline. My advice is simple: master the craft before you seek fame, and be patient with your journey.
What legacy do you hope NAYRO will leave behind?
NAYRO is not just a brand , it is my passion. My dream is to take it to a global platform and establish it on a much larger scale. Ten years from now, I want NAYRO to be remembered as the brand that redefined the modern gentleman’s wardrobe by seamlessly merging heritage craftsmanship with a futuristic soul.
