From Corporate Gifts to the Niavaran Clothing Collection Launch
The year 2023 marked a transformative chapter for Roch, filled with fresh experiences and bold ventures. It was the year we formally began collaborating with organizations and companies to design and produce corporate gifts—products tailored in both design and quality to reflect the identity of each client’s brand, while accommodating a wide range of budgets. This collaboration created a golden opportunity to bring the timeless art of Balochi embroidery into the hands of executives, employees, and special audiences in a practical, giftable form.
The peak of this new journey arrived in 2024, with the official unveiling of Roch’s clothing collection at Niavaran Gallery. More than just a fashion show, the event was a meeting point of traditional craftsmanship and modern design. Months of preparation went into making this day special, but we chose—contrary to the usual approach—to keep publicity to a minimum. The reason was simple: the confirmed presence of close friends and prominent figures was enough for us, and we wanted the gathering to feel intimate and personal. Only three days before the event, we shared a few Instagram stories to inform our audience.
When the day came, everything exceeded expectations. The warm reception from guests, the diversity and appeal of the products, and the remarkable sales proved that we were on the right track. This experience fueled our motivation and strengthened our resolve to pursue even bolder ideas in the future.
The exhibition and fashion show were a one-day, high-energy affair. From 10 a.m. to 9 p.m., Niavaran Gallery was alive with movement, conversation, and admiration for garments that fused Balochi embroidery with modern cuts and silhouettes. Each piece carried a story—the story of skilled women whose hands and hearts transformed fabric into works of art.
We wanted the event to be more than a visual showcase—it needed to be a cultural and sensory experience. In the refreshment area, we served Doodati (a warm, aromatic Balochi beverage) alongside traditional date cookies, giving guests a taste and scent of Baluchistan. This simple choice became one of the most popular parts of the day.
Undoubtedly, the highlight of the event was a live performance by acclaimed Balochi musician Salim Balouch, playing the energetic banjo. The vibrant music, combined with the colors and patterns of Balochi embroidery, created an atmosphere that perfectly expressed both the authenticity and beauty of this heritage. Guests didn’t just see the products—they fully experienced the culture and spirit behind them.
For Roch, this event was not merely a commercial success. It was proof that Balochi embroidery, when infused with creativity and innovation, can enter modern fashion while preserving its roots and identity. The presence of artistic, cultural, and even business figures sparked valuable conversations that expanded our network and opened the door to new collaborations.
Looking back, we know that limiting publicity and focusing on the quality of the guest experience was one of our best decisions. We learned that small, purposeful events can leave a greater impact—especially when the brand’s story and identity are conveyed authentically.
Inspired by the success of this event, Roch continues on its path with the goal that, in the future, every Iranian—and every art lover worldwide—will own at least one piece of Balochi embroidery. Not just as a visually beautiful object, but as a tangible story of craftsmanship, hope, and culture.
To watch the short video of this collection, please visit the link on Aparat.
