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A Jewels, designer Rocky Star collaborate for India Designer Show S4 with showstopper Sonakshi Sinha



Season 4 of India Designer Show got a surprise for A Jewels as ace designer Rocky Star approached the brand for a momentous collaboration. “Rocky approached us over a message, said that he liked our jewellery, and wanted to collaborate with us,” says Shivani Saini, the store’s manager. The show took place last month with actor Sonakshi Sinha as the showstopper.

The pieces were created catering to the needs of the designer. A separate collection was manufactured by A Jewels after receiving Rocky’s designs for the outfits. “It took almost 2 months of preparation to put everything together and present on the fashion week,” said Saini.

A total of 32 complete looks with rings, matha pattis, chokers, head gears etc, were created for the show with curated heritage, vintage, and heirloom pieces replete with rubies and sapphires. Intricate carvings on Kundan and Polki designs were also done to make the pieces blend well with the attires.

Sonakshi was very particular about the piece that she was going to wear. “We had to really look into our collection to see what was going to match her personality and her outfit. Keeping that in mind, we created the piece of the showstopper look with Sapphires, where the stones were engraved with kundan and polki work.

“Rocky is phenomenal and we loved associating with a brand from Bombay.  We are a north Indian brand, and it was a good opportunity for exposure for us,” said Saini. Similarly, this cross-branding collaboration, which was entirely free of cost from both parties, gave the designer a better reach in Punjab.

Written by Janhavi Ganguly


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