Life’s journey is full of unexpected twists and turns. Just ask Influencer Mahvish Ahmad. Originally on the path to a PhD, she found herself blazing a trail as a digital creator in Europe. Despite the distance, her content remains deeply connected to her desi audience, striking a chord with its relatability. But Mahvish’s thirst for exploration knows no bounds. What began as a quest to uncover the beauty of Pakistan has evolved into Safarnamay, a travel project inviting women to join her on exhilarating adventures across Europe. Discover how Mahvish’s remarkable journey took a different route, yet always maintained her dynamic spark. 
SD: What has been the most intriguing aspect of becoming a digital creator?
Mahvish: Quite a few but I’ll share 3. First, you can meet like-minded people through social media and build real connections with them. Second, people like to put you on high pedestals without you asking for it, and when you don’t fulfill the expectations they attach to you, they get angry or disappointed, and then find it to be their right to lash out at you. Third, many people don’t feel heard in their real-life relationships and come to influencers to share, unburden, and seek advice. I often feel sad learning about the reality that so many people have no space to be authentic and vulnerable with their friends and family.
SD: Share with our readers a little about how you ventured into the realm of the online world.
Mahvish: I began sharing my story on Instagram almost 7 years ago when I left Karachi as a trailing spouse with a 6-year-old and a newborn. I was doing very well as a lecturer at the IBA, and contemplating a PhD, but I had to quit my career and become a stay-at-home mother. We had moved to a very small German-speaking town in Switzerland, known as Schaffhausen. I had no friends, no one to talk to either, I missed having a purpose every morning and yearned for a channel to keep sharing my creativity. At that time, I was already writing fashion articles for different magazines and was also experimenting with wedding photography, so I decided to combine my writing and photography skills into one – an Instagram blog.
SD: As a desi based abroad- do you feel your content connects with the Pakistanis as it does with the locals?
Mahvish: My content is very consciously curated for Pakistani women. I talk about the social issues we experience as women belonging to a society like ours, as well as self-love, women’s empowerment, parenting, and relationships, all in a very sub-continental context.
SD: Someone who was aiming to pursue her Ph.D. and ended up becoming an explorer of Europe, do you feel any regrets or are you embracing what life gives you?
Mahvish: Initially, I felt some resentment that while my husband is Mashallah growing in his career, my dreams are far away from getting fulfilled. But I was quick to fully embrace the change and turn my loss into an opportunity. I realized how being in a country and culture so different from yours allows you to unlearn and rethink so many things. Sharing all those learnings and experiences helped me not just gain appreciation from people and recognition, it also helped me carve out a new career.
SD: What is the vision behind ‘Safarnamay‘?
Mahvish: I chose the name Safarnamay for the blogs I began writing on Blogspot in 2016. The idea was to travel across Pakistan, capture the beauty with my camera, share it with the world and write travelogues. However, I couldn’t tour much of the country because of my husband’s career move. But I continued to write under this name as I saw my life as a journey. I wanted to document all I experienced while walking through it on an Instagram blog. Now that I have also started a travel venture where I arrange all girls’ trips in Europe, Safarnamay continues to be the name of this business too. I feel it encompasses all that I do professionally and personally quite aptly.
SD: Being a content creator, you might get subjected to online trolling- how do you handle that?
Mahvish: Unfortunately, that is part and parcel of any career that involves you being a public personality. Though I feel it is extremely unfair for people to consider you public ‘property’ and say just about anything to you at any time, there is little that one can do about it. I do try to educate my audience about being kind online, but occasional trolling does come in, and it can be brutal. I see trolls as people who are sad and jealous, lacking control, love, and acceptance in their own lives. They project the negativity they are living into onto you, just to feel better about themselves. 
SD: What remains the one constant factor in your life that allows you to pursue your ambitions and continue to strive forward?
Mahvish: My husband and mother. My husband enables me in every way possible to express my authenticity and say things openly that may be uncomfortable for people to read. He assists and supports me in all my campaigns and content creation. From idea generation to photography and videography, driving me to scouted locations and proofreading my captions, he does it all with me. But my mother is the other part of my support system, even though she is miles away physically. When I share my ideas or goals with her, she never makes me feel my dreams are ‘too big’. She never doubts my determination or ability. She celebrates everything I do every step of the way.
SD: Do you feel the social media platform is becoming far too saturated for influencers and digital personalities?
Mahvish: I do think that. When I started, there were a few of us, so people had the time to sit and read our captions or watch long videos. Now there is too much to consume! Even as a social media content consumer, I am overwhelmed by the amount of content there is each time I open an app. It is hard to absorb and retain the sheer volume of it. The novelty of it all is gone. I try to stick to very few people to follow on Instagram and make sure my feed is a good mix of entertainment and learning so I take away positive things. Following too many people feels overwhelming!
SD: What is your vision for 2024?
Mahvish: I have been working on a very special project for over 2 years now. I want 2024 to be the year when I share that with the world inshallah. So, quite excited for the months that are to follow!
In a Glance
What is your absolute superpower?
My work ethic
Your favorite place in the world?
Switzerland
A fashion tip that has served you well all these years?
Wear with confidence and it will look good
The one thing that is a mood killer?
Rain! It is too wet in the Netherlands and rains almost every day!
Three things you have with you all the time?
My phone, a lipstick
Which season is the best style statement?
Autumn
Family or fans?
Family, always.
Desi Wear or Western
Desi forever!
Deepest Fear
Losing someone I love
Biggest Regret
Choosing the wrong relationship when I was young
Most Prized Possession
Materialistic? None. Things don’t bring lasting joy to me.
Biggest Strength
My husband
Someone you wish to meet
No one. Does that make me boring?
Top 3 things on your bucket list
- A cruise of the Nordics
- A SOLO trip
- Learning to speak fluent Dutch
The best thing about your work
Flexible hours
The worst thing about your work
Too much phone use and overstimulation
Your favorite makeup brand?
NARS for foundation, blush and concealer and Huda for eyeshadows
Your favorite picture taken to date?
I have lots of great photos thanks to my husband! Can’t pick a favorite!
Your dream destination
Iceland 
