About Alfee Creation – Media & Advertising in Ashok Nagar
If you head toward Khidki Darwaja in Gumat Mohallha, you'll find us tucked away there. The area has a lot of history and the buildings are all built quite close together. Alfee Creation is a place where we mostly focus on the sewing machines. You can hear them from the street if the door is open. We don't have much in the way of a showroom, just a few finished pieces hanging up so we can see how they turned out. The walls are a bit stained from years of work and the ceiling is quite high, which helps with the heat in the summer. We get our fabric delivered in big bundles that take up a lot of space on the floor until we get through them. It’s a bit of a maze inside sometimes. We aren't trying to be a high-fashion house; we just make clothes that people can actually use. The afternoon sun hits the front of the shop pretty hard, so we usually keep the curtains half-drawn to keep it cool. Most of our days are spent cutting patterns and making sure the thread matches the cloth correctly. It’s quiet work in a noisy neighborhood. We know the other shopkeepers around here and we usually share a kettle of tea in the late morning. It’s a decent way to spend the day, even if the work is repetitive sometimes. We just keep going until the light fades.
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