UAE-based SOZNI Kashmir Crafts is strengthening its connection with the Chinese market through its participation at Intertextile Shanghai, showcasing handmade carpets, Kashmir shawls and luxury handcrafted products to buyers from China and across Asia.
China continues to offer significant opportunities for luxury and handcrafted textile products, particularly for companies that can combine authentic craftsmanship, natural materials and distinctive design.
Speaking to Kohan Textile Journal at Intertextile Shanghai, the CEO of SOZNI Kashmir Crafts highlighted the importance of the Chinese market for the company and the value of international exhibitions in building new business relationships.
SOZNI Kashmir Crafts offers a diverse collection ranging from handmade and machine-made carpets to Kashmir shawls, scarves and other handcrafted products. Its premium pieces are produced using traditional techniques, with some requiring months of detailed handwork.
“If you want high quality, you should go for a handmade product,” the CEO explained. “Some handmade pieces can take months, and sometimes much longer, to complete.”
The company also places strong emphasis on high-quality natural materials, particularly pure cashmere. This combination of material quality and craftsmanship allows SOZNI to target customers looking beyond mass-produced products.
China: A Key Market for Luxury Craftsmanship
SOZNI Kashmir Crafts has been active in China since 2013 and has developed a strong understanding of the country’s premium consumer market.
The company has established retail activities in China, including locations connected with five-star hotels, while Beijing remains an important base for its business.
According to the CEO, Chinese consumers who understand art and craftsmanship continue to represent an attractive customer group for high-end handmade products.
“China is a very big market. People who understand art and craftsmanship appreciate these products and are willing to invest in quality,” he said.
While consumer spending has become more cautious in recent years, particularly following the pandemic and amid wider economic uncertainty, the company still sees considerable long-term potential in China.
Intertextile Shanghai as a Business Platform
For SOZNI Kashmir Crafts, participating in Intertextile Shanghai is not only about generating immediate sales. The exhibition provides an opportunity to introduce its products, meet new customers and establish relationships that can develop into future business.
“You can find good clients here and make good connections,” the CEO said. “Sometimes a connection you make today can become a major business opportunity in the future.”
This is particularly relevant for products such as handmade carpets and premium shawls. International visitors may not necessarily purchase or carry these products directly from the exhibition, but they can examine the quality, exchange contact details and arrange orders and international delivery later.
The company has used platforms such as WeChat and WhatsApp to remain connected with visitors after exhibitions, reflecting how trade fairs increasingly work alongside digital communication rather than simply serving as direct sales platforms.
Building a Bridge Between the Middle East and Asia
Being based in the UAE gives SOZNI Kashmir Crafts a strategic position between the Middle East and Asia. The GCC remains an important market for luxury carpets, premium textiles and handcrafted products, while China provides access to a vast consumer base with growing appreciation for distinctive and culturally rich products.
Intertextile Shanghai therefore offers SOZNI an important platform to strengthen this connection. Despite changes in visitor behaviour and the rising costs of international exhibitions, the company remains positive about participating in the event and its ability to generate valuable contacts.
Read more: Why Is Cashmere So Expensive?
For SOZNI Kashmir Crafts, Shanghai is ultimately about more than selling a carpet or shawl during the exhibition. It is about introducing craftsmanship to new customers, building trust and creating connections between the Middle East, China and the wider Asian luxury market.
