Joyalukkas brings stories from the Ramayana to life in its ‘Sita Kalyanam’ collection

The coming together of two pan-Indian phenomena – the ubiquitous Indian wedding and the lore of Rama’s love for Sita in the epic Ramayana – is set to make the affordable and contemporary bridal collection hugely popular

Bringing stories from the Ramayana to life, and tapping into the popular sentiment around the epic, retail jewellery major Joyalukkas has come up with an elaborate wedding jewellery collection called ‘Sita Kalyanam’. The collection amalgamates fine artistry with vivid story-telling, and is made up of beautifully etched ornaments in antique-finish gold.

For the brand, the ‘Sita Kalyanam’ collection is rooted in the coming together of two pan-Indian phenomena – the ubiquitous Indian wedding and the epic Ramayana, known to everyone in the country. “Inspired by the celestial love of Lord Ram and Sita, the ‘Sita Kalyanam’ collection captures the essence of being Indian, the tradition, the emotions with the expertise of traditional craftsmanship. That is why the entire collection is done in the temple jewellery style, to help portray the various aspects of divinity, an essential part of the idea,” says Joy Alukkas, Chairman and MD, Joyalukkas Group.

WHY THE RAMAYANA

Amongst all the mythical tales that unite Indians, the Ramayana probably stands as the brightest beacon of all, told to every child, and recited by most adults at some point or the other in their lives. More importantly, the central theme of Ramayana is Lord Rama’s love for Sita and the way he wins her hand is an episode of much interest. ‘Sita Kalyanam’ as a theme is part of folk art, theatre and puppetry. This is the insight based on which Joyalukkas has chosen to feature the Ramayana, above all other epics, and expects the collection’s theme to be a point of attraction for customers.

Instagram posts by Joyalukkas say the collection is “inspired by epic love that lasts through generations”, and it has made an effort to adapt the temple jewellery to the tastes of young jewellery buyers as well. While the designs are inspired by the traditional temple jewellery of South India, they have elegant brushes with modernity, thus appealing to the new generation of customers, who value tradition yet love to see a fresh modern perspective.

ORNATE BUT AFFORDABLE

The ‘Sita Kalyanam’ collection comprises ornate neckpieces, earrings, bangles, waistbands and headpieces. The starting weight is 12 gms of gold and prices start from Rs 60,000, making the collection affordable for all bridal jewellery buyers as well as lovers of fine traditional jewellery. While gold is the primary material, rubies, emeralds and diamonds embellish the pieces. Researching the finer nuances of temple jewellery, and adopting the right stylization was integral to the task for Joyalukkas. This resulted in intricate craftsmanship, with granulation, filigree work, enamelling and stone-setting done in great detail, and gave the collection an aura of its own.

TIMED JUST RIGHT

Joyalukkas has launched the ‘Sita Kalyanam’ collection ahead of the peak wedding season in India, targeting the affluent, middle and upper class Indian families, rooted in Hindu traditions. According to the brand, right from the time of its launch, the collection has received rave reviews and registered healthy sales.

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