A Legacy Begins
Every brand has a beginning. Ours began with a mother who chose to build something of her own.
In 1998, our Co-Founder and Creative Director, Parveen, stepped away from her career in law after the birth of her second daughter. With an M.A. and LL.M. behind her and two daughters to care for, she decided to follow another passion that had always been close to her heart — fashion, creativity and the art of making women feel beautiful.
That decision marked the beginning of Parveen’s Boutique.
What started from zero, with determination and a dream, slowly grew into a name that women across Hyderabad came to trust. Over the years, Parveen’s Boutique became a well-established bridal and occasion-wear boutique in the heart of Hyderabad, known for its craftsmanship, personal touch and timeless designs.
But while her mother was building a business, her daughter was watching.
Rumana Amin, a Business Postgraduate and the Founder of Elham by Parveen, grew up witnessing her mother turn an idea into a legacy. She saw the long hours, the creativity, the challenges, the courage and, most importantly, the journey from starting with nothing to building a name of her own.
And somewhere along the way, her mother’s passion became hers too.
Rumana always dreamed of seeing her mother’s name on billboards — not just because it was her mother’s name, but because she had seen everything it took to build that name.
In 2023, Elham by Parveen was born — a new chapter of the legacy her mother started in 1998.
Elham is Rumana’s way of carrying that dream forward: bringing the experience, craftsmanship and values of Parveen’s Boutique into a new generation, while creating a brand with its own identity, vision and voice.
Today, Elham by Parveen is a story of two generations — a mother who built the foundation and a daughter who dreamed of taking it further.
From a law career to a boutique.
From a mother’s determination to a daughter’s dream.
From 1998 to 2023 and beyond.
This is more than a fashion brand.
It is our family’s story, woven into every creation.
Elham by Parveen
Rooted in Tradition. Made for Today.