learning by experience.
WORKSHOPS BY ÏMAIMA:
„STAY AUTHENTIC!“
Bahhareh Karimi is the founder of the Berlin-based slow fashion brand ÏMAIMA, whose designs blend Berlin subculture with Indian craftsmanship. Karimi regularly organises workshops on embroidery in various shops and venues. Style & the Gang asked her what motivates her to do this and what benefits she sees in it for herself and for shop owners.
How long have you been organising workshops in shops?
I ran my first workshop in 2023 at the MUJI shop on Ku’damm, Berlin. Originally, it was only meant to be a side event to my pop-up in the shop – but it was fully booked within two days. We had 15 participants per workshop and it was just so much fun. I met some wonderful people and was finally able to pass on the skills I’d learnt. I think it’s important to go to different places – every venue has its own audience. For me, the workshops aren’t primarily about promoting ÏMAIMA, but about introducing participants to the beauty of embroidery and making them aware of just how much work and knowledge goes into embroidery.
As the founder of the ÏMAIMA label – what motivates you to organise workshops?
ÏMAIMA is a label that stands for textile craftsmanship. The first time I sat down with the artisans at their embroidery frames in Jaipur, India, I was completely fascinated by their work. That precision, that beauty, that speed – it was incredible. However, I soon realised that whilst they understand the value of their work, they have no way of conveying that value to the world. I’ve made it my mission to showcase this effort and passion in my collections. I want my customers to experience the same ‘wow’ moment that I did back then in Jaipur.
What exactly happens in your workshops?
We always start with a brief history session. Over the course of about ten minutes, various techniques and their regional origins are introduced. Afterwards, participants practise the basic stitches – each one individually, on their own embroidery hoop. Once these basics are mastered, we move on to bead embroidery. This marks the start of the free part of the workshop: the garments, fabrics or ÏMAIMA T-shirts they’ve brought with them can now be individually embroidered using the materials provided.
What has been the feedback from participants?
So far, participants have always been very enthusiastic – and often surprised at just how much work goes into embroidery. Most have even stayed on longer to finish their pieces, even though the workshop already lasts two intensive hours. There’s always been a lovely, warm atmosphere.
Do you think it’s important for shop owners these days to offer their customers activities such as workshops?
I think shops should start offering workshops led by designers and artists – craft-based and technical workshops in particular are in high demand. So much happens online these days – people are looking for genuine connection. They rediscover sides of themselves that they’ve lost through endless scrolling. Crafts and human interaction are things we shouldn’t cut out of our lives – they remind us what it means to be human.
Do you have any key tips for running workshops?
Stay authentic. I was really nervous before my first workshop. My voice was shaking, and I kept losing my train of thought – but I was open about this with the participants. It’s important to just give it a go and learn from the experience. After one workshop, a participant came up to me and said I’d taken away his fear of running a course himself. That was a really lovely moment. We’re still in touch – and he now runs exciting workshops himself, even for children.
What other opportunities do you see for introducing customers to craftsmanship, fashion and sustainability?
I’d like to expand the workshop content further. There’s so much you can teach to raise awareness of sustainability in fashion. Upcycling, recycling and mending are important topics, but unfortunately they’re still subject to a lot of prejudice. I’d like to launch a series of re-design workshops.
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