woman work
Some people spend years searching for a creative calling. For others, it’s part of their upbringing - familiar, intuitive, and always within reach. Nimrah Jabeen, founder of the handcrafted jewellery and lifestyle brand ‘Tehni’, was raised in it. “I grew up in a home full of colour, textiles, and storytelling,” she says, recalling a childhood shaped by drawing, stitching, and making things from scratch.
With a degree in Textile Design and a deep-rooted love for craft, her creative instincts eventually led her somewhere unexpected: wood. What began as a thesis experiment turned into a brand that works almost entirely with wood, transforming it into earrings, bags, lamps, boxes, and more. “I was drawn to how raw yet elegant it felt,” she explains.
The name ‘Tehni’, meaning ‘twig’ in Urdu, reflects the brand’s essence - nature, growth, and strength found in simplicity. “Wood has a soul and each grain tells a story,” she says. And that story is told, sanded, and polished into pieces that are surprisingly light, endlessly wearable, and anything but ordinary. This week, she shares her journey with our readers…
Have you always felt inclined toward artistic expression and working with your hands?
Yes - completely. I’ve always processed the world through creation. Drawing, stitching, and building - I’ve long believed that hands understand what words often can’t express.
From textile to timber - what drew you to wood as a primary medium?
My training in textiles taught me to value texture, rhythm, and narrative. Wood brought something new - an earthiness, a sense of permanence. There’s something deeply grounding about working with a material that holds age and memory in every grain.
What’s the story behind the name Tehni?
It symbolises fragility and strength, beginnings and growth. I wanted a name that connected to nature but also hinted at the resilience of the material I work with.
Your products range from jewellery to storage boxes and even bags. What ties it all together?
Every piece - whether it’s a necklace or a lamp - is handcrafted, nature-inspired, and made with a strong sense of intention. They all carry the same essence: simple, rooted, and meaningful.
Could you walk us through your creative process?
It usually begins with a feeling or a visual. Sometimes I sketch first, other times I let the wood lead the process. I work with both hand tools and basic machinery - cutting, carving, sanding, and painting. Each step is personal.
Where do you source your materials from, and how do you factor in sustainability?
I primarily use locally sourced wood - often scrap or repurposed pieces. Sustainability is embedded in my process; I aim to waste as little as possible and let the material guide what it becomes.
Do you manage everything yourself, or do you have support behind the scenes?
No brand can grow in isolation. While I design and craft the products, my family is my support system - my husband, sister, and father have been instrumental. They’ve all helped in countless unseen ways.
How do customers typically respond to wooden jewellery - especially in Pakistan, where it’s still niche?
There’s curiosity at first - some assume wood will be too heavy or rustic. But once they experience the lightness and craftsmanship, they’re often surprised. It challenges a few assumptions, which I enjoy.
Is there a piece or collection that holds particular significance for you?
The Aks collection is very close to my heart. It explores themes of identity and reflection - very personal ideas that continue to evolve with me.
Do you take custom orders? Any memorable commissions you’d like to share?
Yes, I do. One memorable request was for a carved jewellery chest box with multiple layers and a deeply detailed top. It was a challenge, but incredibly fulfilling.
What’s been a standout milestone for you?
My first international order. It felt like a quiet validation - that a small, handmade piece from Pakistan could find space in someone’s life across the world.
How do you manage the operational side - marketing, inventory, and everything in between?
I plan in small batches, manage my records meticulously, and handle packaging and design myself. It’s definitely a balancing act, especially post-motherhood, but I’m learning every day.
What’s your biggest takeaway from running a handmade brand?
That people connect most with sincerity. They’re not just buying a product - they’re buying into a process, a story, a piece of someone’s energy.
What does every day look like for you?
Mornings are a mix of planning and managing my new-born. Creative work happens in the quieter hours - often late at night, when the house winds down and I can focus without interruption.
What challenges have you faced as a woman building a design-led business?
Being taken seriously can be tough. But showing up consistently, staying true to your values, and leaning on your community helps carve that space.
Is there such a thing as work-life balance for you - or is it more fluid?
It’s a blend. My work reflects my life, and my life feeds into my work. That fluidity keeps it real and relevant.
Is there something you indulge in - just for yourself?
My sketchbooks. I collect them, fill them, and go back to them often. They’re my safe space.
A keepsake you hold dear?
A small wooden pendant I carved in the early days. It reminds me of where it all began.
A life or business lesson that’s stayed with you?
Listen. Really listen. People remember how you made them feel far more than what you sold them.
What’s the most meaningful compliment you’ve received about your work?
Someone once said, “Your piece feels like a part of me.” That stayed with me - it’s what I hope my brand offers.
Which women have influenced you creatively or personally?
My mother, always - for her strength. Frida Kahlo, for her fearlessness. And the many women artisans in Pakistan who continue to create despite the odds.
What’s next for your business?
I’d love to open a studio space - somewhere people can interact with the pieces, attend workshops, or simply understand the beauty of wood as a medium. Community engagement is the next step.
And finally, what would you say to a woman looking to start her own product-based business?
Begin with what you have. Don’t wait for things to be perfect. Stay authentic and remember - your voice matters.