AZVA PRESENTED THE ULTIMATE RED CARPET BRIDAL COLLECTION AT THE INDIA INTERNATIONAL JEWELLERY WEEK 2017 POWERED BY GIA; VAANI KAPOOR SHOWSTOPPER FOR AZVA@IIJW 2017

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By K. Vivek Mob: 9820310487 Email: indianshowbusiness@gmail.com

Actress Vaani Kapoor with Vipin Sharma, CEO, Azva

Mention the name Azva and it conjures up visions of gorgeous gold jewellery for the blushing bride. At the India International Jewellery Week 2017 powered by GIA, Azva known for its intricate craftsmanship and designs created magic on the ramp with its collection. Azva is derived from the Sanskrit word ‘Ashvaa’ and the jewellery was inspired by the seven vows of Indian wedding traditions. The Gem and Jewellery Export Promotion Council (GJEPC), apex body of the gems & jewellery sector, presented the 7th edition of the India International Jewellery Week (popularly known as IIJW) powered by GIA (Gemmological Institute of America); co-partnered by Forevermark and Platinum Guild International on 23rd and 24th September 2017 at St. Regis, Mumbai. IIJW 2017 is a BY INVITATION exclusive annual event to showcase or launch enticing jewellery collections. Bright Outdoor Advertising is the Outdoor Partner.

Making a stunning entry to end the show was the very gorgeous Bollywood star Vaani Kapoor, who looked absolutely breath-taking in a gold/diamond sweetheart shaped rigid necklace with triangular earrings, bangles and rings. Taking a bow at the end of the show to thunderous applause was the very happy Vipin Sharma, CEO, Azva.

Eight fresh clumps of fragrant flowers lined the stage. Steps from the stage led down to the red carpeted ramp that was set for the ultra-glam line of jewellery, which dazzled the audience. To the melodious voice of super singer Rachel Varghese who sang with great feeling the ever popular Skyfall theme song, the mood was set for some exotic jewellery.

The fabulous line called ‘Red Carpet’ was a visual treat for the audience. Presenting a well edited range of 30 designs the inspiration of the jewellery was the 7 vows (Saat Phere) but in a contemporary manner. From eye-catching necklaces to breath-taking gorgeous chokers, the creations moved to medallion sets. The seven row Haars were show stopping as they glided down the ramp encircling the necks of the glamorous models.

Created from 22 kt for gold jewellery and 18 kt gold with diamond polkis, pearls, semi-precious gemstones and studded range the designs were finely handcrafted with contemporary designs and surface finishes. The element of 7 manifested in the designs of every piece, was the focal point of the ornaments. A variety of motifs in 3D gold took the collection to a higher fashion level.

 

The sensational gowns created by designer Swapnil Shinde were the perfect Red Carpet creations for the glittering jewellery. Gold chokers with imposing pendants, tiered collar, cocktail rings, diamond shaped long earrings, very interesting haath phool and the fan shaped pendant with the scaled necklace showed a variety of designs. The magnificent Raani Haar with multi-layered gold balls, paisley shaped earrings teamed with lacy rigid neck piece and fan shaped peacock inspired necklace were totally unique in concept.

 

Four bridal lehanga/choli/dupatta creations by Anita Dongre added to the ultra-beauty of the bridal jewellery. Gold choker-cum-collar with pearls, Raani Haar with gold beads/giant pendant and a spread collar that ended with diamond and ruby droplets would surely be ornaments that women dream of on the most important day of their lives.

 

Catering to the modern Indian bride’s requirements the Azva ‘Red Carpet’ bridal collection was an ultimate wedding line that will turn into lifelong treasures for every woman even after the most important day in her life.

 

Mr. Praveenshankar Pandya, Chairman, GJEPC, inaugurated IIJW 2017 in the presence of Mrs. Amruta Fadnavis, wife of Hon. Maharashtra Chief Minister Mr. Devendra Fadnavis; Ms. Nirupa Bhatt (Managing Director – GIA in India & Middle East) and Shailesh Sangani (Convener, Promotions, Marketing & Business Development – PMBD, GJEPC).

 

Mr. Praveenshankar Pandya, Chairman, GJEPC, said, “In sync with the Prime Minister’s vision of showcasing the best of Indian creativity and craftsmanship to global customers, IIJW is an initiative to showcase the finest in indigenous Make In India jewellery. Be it design or innovation, or top-of-the-line craftsmanship, technology and quality, Indian jewellers are comparable to the best in the world. The most renowned of Indian jewellers will showcase their inspired and admired classic and contemporary jewellery collections to the crème-de-la-crème of Indian society comprising socialites, celebrities, aesthetes, policy makers, trade constituents and influentials amongst others. IIJW is an extravaganza, a celebration and a bonanza for jewellery lovers who can get a sneak preview of the most extraordinary, exquisite and extravagant collections for this festive season.”

 

The leading retail houses and top designers showcasing their collections at IIJW 2017 powered by GIA (include Nakshatra World, Caratlane, Azva, PC Jewellers on 23rd September; IIGJ Mumbai in association with Izaara by Waman Hari Pethe Jewellers; Surya Golds in association with Swarovski Gemstones; Pallavi Foley presented by Bluestones.com; Mehta & Sons by Narendra Mehta in association with IGI; Laksh Pahuja presented by Gemma & HRD Antwerp, Anmol using Australian Diamonds; Reliance Jewels using Australian Diamonds; C. Krishnaih Chetty Group of Jewellers on 24th September 2017.

 

India International Jewellery Week (IIJW)

 

IIJW is an initiative to showcase India’s finest in jewellery, be it design or innovation, supported by top-of-the-line craftsmanship, technology and quality to the customers around the globe. India, with its ability to create most intrinsic and inspired jewellery, has made bold statements across the globe. Our designers have time and again made us proud by winning different international design contests of repute. IIJW is an attempt to provide an international platform to India’s budding and leading designers and also design houses to unveil their fascinating, classic and contemporary jewellery collections to the world jewellery market; thereby establishing India as the most sought after destination for quality jewellery.

 

About GJEPC: The Gem & Jewellery Export Promotion Council (GJEPC) was set up by the Ministry of Commerce and industry, Government of India (GoI) in 1966. It was one of several Export Promotion Councils (EPCs) launched by the Indian Government, to boost the country’s export thrust, when India’s post-Independence economy began making forays in the international markets. Since 1998, the GJEPC has been granted autonomous status. The GJEPC is the apex body of the gems & jewellery industry and today it represents over 6,000 exporters in the sector. With headquarters in Mumbai, the GJEPC has Regional Offices in New Delhi, Kolkata, Chennai, Surat and Jaipur, all of which are major centres for the industry. It thus has a wide reach and is able to have a closer interaction with members to serve them in a direct and more meaningful manner. Over the past decades, the GJEPC has emerged as one of the most active EPCs, and has continuously strived to both expand its reach and depth in its promotional activities as well as widen and increase services to its members.

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