Azva by World Gold Council at India Bridal Fashion Week 2013

Monday, July 29, 2013

Last month, the newspaper headlines screamed .... the price of Gold has plummeted !! .... and while the whole world and its brother were selling or offloading their gold investments .... what do you think we Indians were doing ? ... We were buying of course !! ... hahahaha ... Indians love gold ... period !! ... and we like our gold only as 22 carat or more thank you ... And we can never have enough gold !! ... In fact .... collectively, per capita, we own as much gold as the Federal Reserve Bank and the Bank of England !!! .... You gotta give it to us ... we know real money when we see it .... and our dearest acquisitions are always a 22 carat yellow metal that we have been taught to hoard and pass down the generations ... since our birth :) .... The worst financial debacle for an Indian household is selling the family gold .... and the best celebration and insurance is without a doubt increasing the family gold hoarding heheh .... With wedding season around the corner .... Azva by World Gold Council showcased a new range of 22kt gold bridal jewellery at the India Bridal Fashion Week 2013 ...... With designs meant to capture the imagination and fancy of the contemporary Indian bride, the new Azva collection featured perfect couture gold jewellery crafted by some of the best craftsmen in the country .... Donning a flowing gold gown, Alia Bhatt sizzled on the ramp in a stunning Azva neck piece, bracelet and earrings as the showstopper .... Do check out the stunning pictures and press release :)

Zoya Afroz, Azva by World Gold Council, India Bridal Fashion Week 2013

Shillong Chamber Choir, Azva by World Gold Council, India Bridal Fashion Week 2013

The show was opened by 'Shillong Chamber Choir' who performed a beautiful medley, as background music, as soon as the models started sashaying on the ramp. Models in plain red evening gowns presented an extravagant and opulent gold collection. Chokers, Gulubands, Haars with intricate gold work, and jhumkas studded with rubies were part of the stunning collection. Dangling gold earrings complemented with a necklace were simply breathtaking. A lot of geometrical pattern inspired jewellery, like in spiral and circles, was beautifully juxtaposed with traditional gold designs. Immaculately designed 'tagdis' completed the whole bridal look when teamed with breathtaking spiral pendent attached to moti haar, armlets in gold beaded designs, and jaali work gold necklace encrusted with ruby and emerald. One couldn't overlook the beautiful choker necklace encrusted with textured oval elements and embellished with seven sculpted paisleys which certainly reminded of the bygone era. The opulence of the graduating seven rows haar, with two sculpted paisleys, was symbolic of the seven vows. The next collection was presented by the models in purple gowns, saris and dresses. Long danglers teamed with necklaces in ruby and gold, maatha tikka attached to a string of ruby beads, and an enchanting seven petaled flower gold pendant with beautiful enamel work were really reminiscent of our rich cultural heritage. The designs perfectly matched the whims and fancies of contemporary Indian bride, who prefers fusion of traditional with contemporary in her bridal collection. The contemporary aspect of the collection was evident from pipe like gold necklace with interesting pendent and spiral cone earrings with ruby dangling in the centre. Gold jewellery, is integral part of Indian wedding and shall always remain so, and this extravagant collection will certainly enhance the look of Indian bride. Alia Bhatt added all the glamour to the show by appearing as AZVA's showstopper in nude colour scintillating gown with gold beaded necklace, spiral round earrings, and stunning bracelet. The beautiful show was choreographed by Marc Robinson, the Fashion Director of India Bridal Fashion week.

Azva bridal jewellery is inspired by seven vows, an integral Indian wedding ritual. Each design is as eternal, as precious and as emotional as the promises made by the couple to each other on their wedding day. Each piece reflects the idea of seven with beautifully handcrafted seven elements such as flowers, circles and rows fashioned in 22kt gold. Azva’s new collection comprises of classic miniature jhumkis and pendant sets to seven row haars and ghungroo based jewellery.

Commenting on Azva’s new collection, Mr. Vipin Sharma, Director, Jewellery, World Gold Council said, “Azva is designed for modern, contemporary and fashion conscious bride of today who appreciates fine craftsmanship in jewellery. We have unveiled our new gold bridal jewellery collection at this grand platform with the young and gorgeous Alia Bhatt. Alia fits perfectly well with Azva’s concept of the young Indian bride who is not only fashion conscious but also appreciates fine designs.”

Commenting on being the showstopper for Azva, Alia Bhatt said, “I couldn’t have asked for a better way to debut on the ramp, than wearing exquisite gold bridal jewellery. Gold we know is must for any Indian marriage; new Azva collection is a fantastic combination of creativity, design, craftsmanship and fashion that will excite all young to be brides.”

Azva’s new bridal collection comprises of necklace sets, earrings and bracelet ensembles. The collection will be available at leading jewellery stores from October 2013 onwards. - Press Release