Ushoshi Sengupta becomes the face of ‘Adi-kriti’ from the house of Shyam Sundar Co

Shyam Sundar Co Jewellers announced Ushoshi Sengupta as the face of ‘Adi-kriti’ – their brand of high-fashion gold jewellery, at an event in a premier city hotel, recently. Inspired by the tribal culture of India – ‘Adi-kriti’, an exclusive collection of designer handcrafted gold jewellery was launched by Shyam Sundar Co Jewellers in December 2008. The brand came into force with the support of ‘World Gold Council’, which recognised the project as a ‘Unique in the world’ project.

In the following year itself, the brand went on to win the attention of Fashion Design Council of India (FDCI), and also got a national award for its concept and design. The brand position of ‘Adi-Kriti’ is ‘tell-tale tribal jewellery, retold in gold’ and the product proposition a jewellery collection that is ‘simply beyond the wildest imagination’ Talking about the decision of the brand, Arpita Saha, Director, Shyam Sundar Co Jewellers said, “All these years, ‘Adi-kriti’ was present in the market without a human face because we didn’t find one that would do justice to the brand. And now, with Ushoshi Sengupta, we have found a personality that really goes with the brand.”

Rupak Saha, Director, Shyam Sundar Co Jewellers informed that Ushoshi had also walked the ramp for ‘Adi-kriti’ during the launch of the brand in 2008.So, it is really a homecoming for both the brand and Sengupta. Incidentally, Ushoshi Sengupta won the ‘Miss Universe India’ title in 2010 – when ‘Adi-Kriti’, was beginning to expand in the gems and jewellery trade and industry in India, after winning a national award in Mumbai. And now, the brand and Sengupta, both are ready to rule the fashion world together.

Story & Image Courtesy: Millenium Post