Wednesday, 3rd June 2009, New Delhi:
The capital witnessed the essence of the tribal culture of North East India through the unveiling of Adi – Kriti an exclusive collection of Jewelery presented by Jetha Bhai Zaveri in Delhi and North India.
Some of the guests who were Spotted at the party were Designer Rahul Jain, Nupur Kundu, Designer Reynu Taandon,Jewelery Designer Alpana Gujral, Abdul Halder, Photographer Rahul Dutt,Tarrot Reader Punam Sethi with Sanjay Sethi ,Hemant Sagar, Vandana Vadhera ,Rahul Taandon, Designer Sandeep and Gaurav and Vishal Chawla
The Adi Kriti collection will be put for exhibition from 6th of June to 9th of June at Jetha Bhai Zaveri,Basant lok complex in Vasant Vihar
Some of the the models who participated were Krishna , Amanpreet wahi , Montu and Aaanchal
‘Adi-Kriti’ is a brand new introduction in the jewellery world and one that is unique in concept, content and presentation.
An exclusive line of gold jewellery that is inspired by the tribal jewellery of India.was show cased.
The essence of an age-old culture, captured in gold. The spirit and soul of a deep-rooted society, manifested in designer ornaments. The aura and enigma of the tribal, recreated in never-before collection.
Jewellery that is beyond the wildest imagination.
The launch range presented gold jewellery inspired by the tribal culture of North-east India. A region of eight different states, each with an intrinsic character of its own. Translating into jewellery that is awesome, like the wild life of Assam. Enigmatic, like the clouded hills and dales of Meghalaya. Exotic like the flora and fauna of Arunachal Pradesh. Deadly, like the beautiful land and people of Nagaland. Classic, like the Ras dance of Manipur. Wonderful like orchids of Mizoram. Tantalizing like the Hozagiri tribal dance of Tripura. Mystique like the Mahayana cult of. Sikkim.Together, a unique range of gold jewellery-like never-before was showcased.
This unique marketing concept was put together by three different cities of India. Kolkata-based Resource Indica Pvt Ltd conceptualized the product-idea designed and developed the brand identity and managed the marketing project. Agartala’s Shyam Sundar Co Jewellers Pvt Ltd got actively involved in the project designing the jewellery and organizing the making of the designer ornaments, which were crafted by traditional gold craftsmen of Kolkata and Agartala. And the India office of World Gold Council recognized the project as absolutely unique in the world and gave it all the support needed for a brand to be launched and, thereafter, presented in Delhi and north India by Jetha Bhai Zaveri.
And this launch comes after a lot of ground-work. Basic study and survey, in-depth research and analysis, recce and fact-finding, design and development…the works. Resulting in the ‘Adi-Kriti’ brand of gold jewellery.
A visual treat for connoisseurs of art and craft. Designer jewellery for the bold and beautiful. A never-before collection for the fashion conscious.
“The inspiration came from the revelation that each ornament of tribal jewellery has a story behind it and we thought that it would be a good idea to present these tell-tale tribal jewellery in gold”, said Sudip Sen, Director, Resource Indica Pvt Ltd, adding, “and the core idea was to launch an exclusive line of designer gold jewellery that would capture popular imagination”.
“We got interested in the project because we saw a lot of merit in it including the added opportunity to showcase tribal culture”, said Arpita & Rupak Saha Directors Shyam Sundar Co Jewellers Pvt Ltd, adding “more so, because we come from Tripura, a tribal State in North-east India and we are getting to present this never before brand of gold jewellery on the eve of our golden jubilee year”.
“We recognized the project as a unique marketing concept that is absolutely never before in the jewellery world and decided to support it”, said Keyur Shah, Associate Director, World Gold Council, India, “and we are happy the way it has shaped up and are now looking forward to present this exclusive brand 22k gold jewellery in other major cities in the country and elsewhere in the world”.
A visit to the store is must to discover a treasure house of tribal expressions, translated in gold.
Adi – Kriti has since made a lot of difference - captivating social circles, capturing popular imagination and carving an exclusive niche for itself. Jetha Bhai Zaveri, the destination jewellery store at the Basant Lok complex in Vasant Vihar is presenting Adi – Kriti in Delhi and North – India and the show room is all dressed for the occasion – with a dedicated Adi – Kriti brand zone and an entrance that is inspired by the traditional gateway of a tribal commune in Nagaland.
On the occasion Mr. Vimal Bhai of Jetha Bhai Zaveri said “ Over the years we have been providing trend setting cutting edge design jewelery,presenting Adi – Kriti gives us immense pleasure ,it’s sure to exceed your expectations”.
