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Our Story

Firefly began in 2010 after a contemplative wallet clean up thinking about why there is a lack of wallet sized greeting cards in Pakistan during spring break. Firefly, brain child to Varah Musavvir was founded while the Creative Director was still a third year university student. The vision was never a brand, a greetings company, or even a long term venture... the concept was simple, to produce more with the label Made in Pakistan.

The name Firefly springs from the physical journal maintained by Varah since the age of fifteen. Firefly is home to thoughts, dreams, musings, poetry, and countless life inspired stories which slowly transitioned their way into gifts and greetings over the last nine years in Pakistan. Firefly itself is symbolic of the little glow bug which produces its own light; a reminder to aspire and glow bright, even where it is dark.

The first product created was a line of wallet cards featuring the cutiebles characters, Sue & Maddy doodles by Varah. The wallet card became the rage as the perfect little present for all the special individuals in one's life. The range quickly diversified to key chains, luggage tags, car hangings, bookmarks and more with time. The use of PVC quickly saturated into the market through Firefly along with bespoke gifts and custom stationery.

The line of work found a unique clientele further when a series of handmade gifts such as albums for family quickly gained popularity by customers. What came next was a number of unique projects, collaboration opportunities, big hits with corporates, alongside numerous workshops and craft shows to keep promoting Made in Pakistan.

With an in house set up to produce and design high quality items, Firefly has  transitioned away from the use of PVC and is working toward eco-sustainable products. In its effort to spread smiles, Firefly also collaborates with numerous communities to fulfill its role toward social responsibility and the belief that crafts bring people together. Its biggest initiative under social entrepreneurship can be found under The Crafter's Guild, home to nearly 1000 home based crafters and their happiness is handmade stories.