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12.12.10

India via NYC: the gorgeous textiles of Magnolia's Linens


Asema Ahmed


It is no surprise to us that so much hype is currently surrounding NY-based Magnolias Linens. Working directly with artisans in India—where some of the world's finest textiles are hand-crafted—Magnolias offers an exquisite selection for their clients, who range from illustrious hotels (Plaza) to celebrity brides (Chelsea Clinton). But don't be intimated; President of the company, Asema Ahmed (above), is happy to work with anyone in search of the perfect detailed linen. Her high-end linens capture the trend of nontraditional weddings on the rise: white is boring, color is fun.

A sense of luxury and national pride are qualities perhaps passed down through Asema's lineage; her grandfather, Fakhruddin Ali Ahmed, was India's fifth President. Following family tradition, she was set to enter the medical field—her parents' field. But after discovering how lacking American textile offerings were compared to the variety available in India, she changed life direction. Her skill also developed out of personal need—her own wedding was the company's first event. With the help of her mother and sister, the business has been booming ever since its launch in 2003. It's a success for the family, as well as their heritage: giving back to India was one of Asema's goals, as well as sharing the country's immense talent with U.S. consumers.


Asema, her mother Dr. Anjum Ahmed and sister, Talaiya Ahmed Safdar photographed for Home & Garden Magazine


"I think people have an idea of what fabric comes from India, but we wanted to show that it can look like anything," Asema told NYU's Alumni Magazine. "It can be any nationality, any concept; it can look classic, traditional, ethnic, whatever. So one of our goals was to show all the beautiful work that comes out of India and how skilled the different artisans are."

Imports from Asia possess certain stigmas—certainly they often entail any level of exploitation. But pricing was never the main objective for Asema in seeking her company's textiles from India; the cost is appropriate, and savings exist due to her direct relationship to the artisans, not from cheaper labor. The fabrics are not coveted for their savings, anyhow; being high-end fabrics, they aren't necessarily cheaper than comparable imports. It's their quality and uniqueness that are attracting so much attention.



Some of Magnolias' offerings.


In the future, Asema hopes to bring the business to India. Not that the textiles are needed, but her broader sense of wedding planning will speak to brides and grooms looking for a more international flair to their event. According to the President herself, quoted in Hi! Living Magazine, "We will be doing the most amazing weddings!"

Enticed? Check out Magnolias' official website: magnoliasgroup.com >>

[images © Magnolias Linens, Home and Garden Magazine]

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