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Safa Shoaib is an educator and counselor turned entrepreneur, writer, and editor. She has a B.A. Honors in English Literature from the Lahore University of Management Sciences and has written for local publications such as the Express Tribune. She is a history buff who is equally passionate about literature. In 2021, she co-founded Deja New Pakistan, the first of its kind marketplace of pre-owned fashion in Pakistan, pursuing the vision of sustainable fashion.