Fatima Khan – Aura Crafts

Hard work always pays off, it is not something that washes away. Owning and running a business is not a piece of cake, but Fatima Khan surely has made it seem so. Social Diary is here with an insight into Aura Crafts.

  1. Please tell us about your background, family and education.


I was born and raised in Lahore, Pakistan. I went to Canada for my Bachelors to Queen’s University where I studied Film and moved back to Lahore in 2012. I spent two years in Dubai from 2014 to 2016 and again moved back to Lahore, and that’s when I fully immersed myself into Aura. My father worked in Highnoon Laboratories for most of his life, and spent his after hours at the Aura factory developing recipes. My mother has always been a fantastic housewife with a knack for business. She previously owned a clothing store called Axis and then put her efforts into expanding Aura nationwide.

  1. Tell us about your responsibilities as the business owner?


I’m kind of all over the place, from managing digital content to training sales staff to developing new products and truly just everything and anything. As an owner of a start-up company, one has to be involved in all the processes of the business.

  1. You run your own company and a brand; generally, what do you think are the main challenges when a woman wants to set up and run a company?


Dealing with the male-dominated retail end, where one has to interact with several strong-headed individuals. A lot of it has to do with the general lack of professionalism in our country – we’ve got a long way to go. Oh and I look like I’m no more than 16 years old, so people certainly don’t take me seriously. Besides that, I think running your own company is a challenge regardless of gender.

  1. Being a boss, what do you think makes a great employee stand out?


A great employee to me is someone who works beyond their day to day tasks and someone who has creative skills along with team work abilities.

  1. What is your vision for women in Pakistan when it comes to becoming their own bosses, or higher level administrators?


I think it’s something anyone with leadership skills should hope to achieve. It’s very encouraging and inspiring to see more and more females in the workspace in Pakistan.

  1. To what do you attribute your success?

I wouldn’t call myself a success to be honest. I’m simply good at time-management. I would credit my parents for giving Aura the initial push and it’s true success!

  1. If you had one piece of advice to someone just starting out, what would it be?

If you’re going to do it, do your best!

  1. What best motivates you?


Making people happy, and that’s what Aura products aim to do!

  1. Are there any short cuts to successfully handling frustration and success?


Not that I know of! Haha. I like to take things one day at a time and I think that’s all one can do.

  1. What makes your brand standout amongst its competitors?


Our products are 100% natural, made right here in Pakistan with certified ingredients and we DON’T sell or promote whitening products because Aura celebrates all shades of beauty!

  1. Do you plan on expanding into cosmetic line?


That’s definitely something we could look into in the future.


Personal Aspect:

  1. Describe a typical day of yours.


My morning starts with setting up a nice essential oil blend for my oil diffuser and doing yoga in my designated yoga spot at home. I have breakfast outdoors with my dogs (if the weather allows) and then I head off to work. I usually get home by 7 pm, hang out with my husband and mom and dogs, have dinner at 8 pm sharp, watch some telly and end the night with another session of yoga and some reading.

  1. When you’re not busy with work, what are some of your favourite things to do?


I love watching movies, spending most of my time with my dogs and if I can catch a long weekend, I’m always up for going up north to the mountains. In some cases, I also occassionally enjoy lazing around doing absolutely nothing if I’ve had a busy week.

  1. On what do you spend the most: clothes, accessories, perfumes or anything else?

Always on the lookout for cruelty-free close-to-natural make up – so I end up spending a lot on every new brand I discover. I also spend too much on stationary!

  1. How do you take out the time for your personal life, specifically with so much going around you?

Ever since I was diagnosed with Type 1 Diabetes in 2013, I learned to re-prioritize my life, putting my health and my relationships before anything, so I always tend to find time for the things that truly matter in life!


  1. Your family have been a major part of your venture. How would you describe them?

Crazy, loving and my biggest support system.


  1. Give a message to your fans through the platform of Social Diary Magazine.

Aura is so lucky to have the coolest customers ever, who constantly help us spread the love for local natural and clean skin care in Pakistan. We look forward to continue developing products that make your life healthier and happier!

Quick choose round:

  • Organic or Junk food? Always Organic!
  • iPhone or Samsung? iPhone
  • Facebook or Instagram? Instagram
  • Karachi or Lahore? Lahore ki baat hi aur hai!
  • Coke or Pepsi?
  • Day or night? Night on weekdays, Day on weekends.
  • Cats or dogs? Both
  • Book or movie? BOTH!
  • Your bff:  My dog Drogo
  • Favourite Movie: Fight Club or the Lord of the Rings Trilogy
  • Biggest turn off?
  • Guilty pleasure:  Cartoons 😛



Cinnamon & Mind Blowing Ways to Use It!