Jagdish Jewellers partners with J.J. Valaya, aims to capture facets of Gujarat in couture jewellery

Susham Singla, Managing Director, Jagdish Jewellers, Chandigarh, sees this partnership as an opportunity to explore a new segment and cater to a new set of clients, both domestic and international

Chandigarh-based Jagdish Jewellers, renowned for its heritage jewellery, has collaborated with luxury couturier and fashion designer J.J. Valaya to create high-end jadau jewellery for the J.J. Valaya FW 2023-24 Couture Collection: Baroda. The aim is to capture the alluring past of Gujarat through the joint collection.

Talking about the association, Susham Singla, Managing Director, Jagdish Jewellers Chandigarh says, “The overall design has been specified by J.J. Valaya as there is a certain look he wants to achieve for his brides. We are manufacturing that line of jewellery, carefully looking into the minutest details of the designs provided by him, from his perspective as a designer.”

The collaboration materialised as both brands have been acquainted with one another for years, with the fashion designer having occasionally visited the jewellery brand’s store for personal requirements. With harmony in the tastes and styles of both brands, J.J. Valaya could initiate the partnership.

According to Singla, his brand sees this partnership as an opportunity to explore a new segment and cater to a new set of clients, both domestic and international; something that the brand cannot achieve from its store in Chandigarh. With the wedding season close on the heels of the festive season, the collection is set to meet the expectations of brides and grooms-to-be who are looking for their luxury wedding attire and jewellery under a single roof.

The other benefit for the jewellery brand is the intense social and digital media coverage, a specialty that the fashion industry has been able to master. With all of this outreach and visibility, Jagdish Jewellers is aiming to make the most of this partnership.

Singla expects to wait at least six months to a year to see visible results from the collaboration. “It takes time for things to settle down. After the initial teething problems, you tune in and everything becomes smooth. Then, of course, we can hope for the best. There is definitely lots to gain from this collaboration; we will just have to wait and see the results,” he says.

For a brand like Jagdish Jewellers, that has been in the jewellery retail business for generations and has been affiliated with the royal families of the region, a partnership with a seasoned fashion label like the World of Valaya will bring together the collective skills, experience and outreach of both the brands.

Written by Aparna Bhowmick

Retail Jeweller India Exclusive