Founder | Fashion Designer |Trainer | Entrepreneur

The story of Needle Crafts Pakistan is the story of a journey — from business and corporate management to textile design, embroidery production, professional digitizing, fashion, e-commerce, and skills development.

I completed my MBA in Marketing in 2002, building a strong foundation in business, marketing, management, and commercial thinking.

Following my MBA, I entered the corporate sector and served as Regional Manager – Operations at Orient McCann Ericsson, gaining valuable experience in operations, leadership, team management, business coordination, and commercial execution.

In 2006, I founded Needle Crafts Pakistan, beginning a journey into embroidery production, design development, and professional digitizing.

As my passion for design continued to develop, I joined the Pakistan Institute of Fashion and Design (PIFD) in 2015 to pursue Textile Design, strengthening my understanding of textiles, surface design, creativity, composition, and production.

Over the years, Needle Crafts Pakistan evolved into a platform for professional embroidery digitizing, boutique embroidery, training, and skills development.

One of my proudest achievements has been training and guiding 20,000+ design enthusiasts and learners, helping people transform creativity into practical professional skills. Our commitment to skills development was also recognized through our affiliation with the Skill Development Council / National Training Bureau, Government of Pakistan, as an Affiliate Trainer.

In 2016, I expanded into fashion entrepreneurship by launching ELNAZ, a premium clothing and boutique brand, supported by an in-house production unit serving our own boutique products as well as B2B requirements. I also established an e-commerce store on Shopify, gaining practical experience across product development, production, branding, digital commerce, and customer engagement.

These experiences shaped my understanding of the complete journey:

Design → Digitizing → Production → Branding → E-commerce → Business

Today, Needle Crafts Pakistan brings this experience together through professional embroidery digitizing, boutique digitizing, structured training, digital education, and production development.

My professional philosophy is simple:

Software is a tool. Professional knowledge is the real skill.

My vision is to build a platform where:

Creativity becomes Skill.
Skill becomes Professionalism.
Professionalism becomes Opportunity.

This is the journey behind Needle Crafts Pakistan — and the vision I continue to build.

Rao Muhammad Yousuf
Founder, Needle Crafts Pakistan