Original Appliques

Basics

Brazilian embroidery

Reimaginin Applique

Intekhaab Earth

Solids

Overlays

Prints

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Brand Theory: FlowerInsideMyBook

At FlowerInsideMyBook, we believe in the timeless beauty of handcraft and the stories that stitches can tell. Founded by Uzma Zahoor, a graduate of the National Institute of Fashion Technology, our brand is a heartfelt tribute to the artistry of applique and hand embroidery. Each piece we create is more than just a garment or accessory—it's a carefully crafted narrative woven with love, passion, and the preservation of heritage.

Our Vision:
In a world that's increasingly driven by fast fashion and mass production, FlowerInsideMyBook stands as an initiative towards mindful creation. While we’re not yet 100% eco-friendly, our commitment to sustainability is deeply rooted in our ethos. By consciously reducing our in-house fabric waste and repurposing materials, we aim to prevent these resources from ending up in landfills, giving them a new life through creative, handcrafted pieces. Every article we produce is a step toward a greener, more sustainable future.

Why Applique and Embroidery?
Our love for applique and hand embroidery is driven by a deeper desire to preserve the rich, almost forgotten heritage of textile craftsmanship. These intricate techniques—passed down through generations—are not just about creating beautiful designs but about keeping the soul of tradition alive. In a world where everything is digitized, we choose to keep the human touch intact. Each stitch, each motif, is a labor of love that transcends trends and fast cycles. We believe that true beauty lies in the details, and that is why we create pieces that are meant to endure, to stay timeless, and to be cherished for years to come.

A Symbol of Preservation
The name "FlowerInsideMyBook" reflects our commitment to preserving the essence of things dear to us, just like how we press flowers between the pages of a book to keep their memories alive. We want our creations to serve as personal keepsakes, treasures that hold beauty and meaning—an emotional connection that lives on through generations. Just as flowers bloom and fade, our designs are meant to be timeless, ensuring that each piece stays alive in your wardrobe, cherished and loved, year after year.

The Heart Behind the Brand
Created by Uzma Zahoor, each design is a labor of love and an embodiment of her vision to celebrate the forgotten art of embroidery. With a background in fashion design from the prestigious National Institute of Fashion Technology, Uzma brings an innovative yet respectful approach to traditional craft, blending contemporary sensibilities with the timeless elegance of handwork. Each piece is not just a product but a story, a chapter in a book filled with memories, emotions, and dreams.

At FlowerInsideMyBook, we are committed to creating more than just fashion—we are crafting heirlooms that carry forward the delicate artistry of embroidery, the beauty of sustainability, and the warmth of handcraft. We invite you to be part of our journey through every stitch, preserving what matters most: love, heritage, and creativity.

Join us in this celebration of craft, sustainability, and timeless beauty.

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