Arvindbhai Jewellers benefits from collaboration with Kathak dance team, finds increased demand for its jewellery

Professional Kathak dancer Sanjukta Sinha and her team presented a Kathak performance wearing the brand’s jewellery at Tagore Memorial Hall, Ahmedabad in September last year. Months later, the exclusively curated antique collection is finding good takers in the Saurashtra and Ahmedabad markets

Ahmedabad: The project ‘Leela: The Dance of Celestial Ecstasy’ by Arvindbhai Jewellers, in which the jewellery brand associated with a team of Indian classical dancers who performed wearing its jewellery, has earned it rich rewards. Months after the performance, the exclusively curated antique collection is finding good takers in the Saurashtra and Ahmedabad markets.

In September last year, professional Kathak dancer Sanjukta Sinha and her team had presented a Kathak performance bringing to life the story of Radha and Krishna at Tagore Memorial Hall, Ahmedabad. It was also captured on video. The first performance, at a palace in Bhavnagar, had also been filmed. A brainchild of Sinha, the project got total support from the jeweller in terms of the jewellery used in the film and at the stage performance. 

Friends and family of Sanjukta Sinha and the brand’s clientele attended the performance at Tagore Hall, where the brand got a chance to showcase the collection through a creative form of art. This is the brand’s first collaboration, and jewellery for the project was planned in collaboration with Sinha to suit the style of Kathak and match the era of ancient India, reflected in the dance. 

Sinha showed exemplary commitment by visiting the brand’s store to understand the jewellery to be used for the choreography and sync the performance with the brand ethos. The pieces curated for the dance performance are being retailed at the brand’s store, along with an existing line of polki jewellery and some newly crafted pieces of antique and kundan jewellery. Oxidised gold jewellery, which resonate with old times and ancient designs, also formed part of the jewellery.

Retail Jeweller India News