A label- a dream… between Istanbul and Zurich. By starting her own label ZEMZEM ATELIER, Zemra Acarli, born and raised in Germany as the child of Turkish immigrants, fulfilled her childhood dream. The label, found in 2009, combines the traditional techniques of Turkish needlework with the modern vision of luxurious accessories in an extraordinary way. The precious symbiosis of tradition and modernity, of handcrafted quality and exquisite design similarly addresses both women and men. Zemra Acarli, designer and creative director of ZEMZEM ATELIER, seized her personal restart to combine her creations with a meaningful element. The accessories collections consist of finest handcrafted scarves and shawls. Every single piece is handmade by turkish housewives in Istanbul by using the ancient techniques of Turkish needlework. The decision to use the forgotten techniques of centuries, also increasingly changes the lives of the women working for her. With working for ZEMZEM ATELIER the women are valued for their technical and creative skills which otherwise would be more and more forgotten. The vision of ZEMZEM ATELIER is the concept of “ Building Bridges”. Building bridges between the past and the present, between tradition and modernity. “In a time where mass production is taking over and where handcrafts are more likely to disappear, ZEMZEM ATELIER wants to bring back the tradition of handcrafts. The aim is to renew the appreciation for handworked products in order to give the user an understanding of their beauty.”, Zemra Acarli explains her intentions.