Fleur’s founder, Alham Nadeem, recently appeared on Discover Pakistan to introduce her startup and share the inspiration behind it, bringing the idea behind the venture to a wider audience. Hailing from Kohat, Nadeem turned traditional crochet craftsmanship into a business, built not only as a source of income for herself but as a way to create job opportunities for other women as well, repositioning a craft long associated with older women working quietly at home into a structured, income generating venture.
According to Nadeem, she started the work in 2025 with just PKR 22,000, and within only eight months, the business had generated PKR 2.48 million in revenue. That growth trajectory reflects a rapid scale-up for a venture built around a traditional handicraft, moving from a modest personal investment to a business generating meaningful revenue in under a year. Nadeem has described crochet as an old art form in Pakistan, one that older women in the past practiced within their homes without receiving the recognition the craft deserved, and she has worked to bring renewed attention and value to that tradition through Fleur.
Nadeem said that Fleur’s products are now seeing demand at a global level, with orders beginning to come in from crochet bag leaders abroad, extending the reach of a craft that has traditionally stayed within domestic and local markets. She also shared that 47 women are currently working with her from their own homes, with plans to grow her team further as the business continues to expand, giving the venture a direct, tangible employment impact beyond its own revenue figures.
NIC Peshawar highlighted the feature as an example of the kind of story the incubator aims to help its founders build and share, noting that it works to help founders build their ideas and create opportunities for their stories to be heard. Interested viewers can watch the full feature on Fleur through the provided link, continuing NIC Peshawar’s pattern of using media features to extend the visibility of its incubated startups beyond the immediate ecosystem.
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