Kochi: The World Gold Council has launched Azva, a wedding jewellery collection, in Kerala. Azva, crafted in 22 carat gold, comprises of necklaces, earrings and bracelets. WGC has partnered with leading Kerala based jewellery retailers for launching the brand in Kochi.
Derived from the Sanskrit word ashva, the name ‘Azva’ symbolises the seven vows that every couple takes on the wedding day. Formed out of seven strokes in gold, the Azva logo is a universe that represents the holistic and infinite nature of these seven promises.
Commenting on this milestone innovation in the wedding jewellery segment in India, David Lamb, MD, Jewellery at the World Gold Council, said, “We are delighted to present a collection of innovative designs that represents every couple’s unique story of togetherness, crafted in gold. Each piece is as eternal, as precious and as emotional as the promises made by the couple to each other on their wedding day. This collection perfectly marries both the traditions of yesteryear with the modern interpretation of the seven promises and the best of Indian manufacturers and retailers with a new and emerging customer base.”
Ajay Mitra, MD, India & the Middle East, at the World Gold Council said, “The ‘seven vows’ or the ‘Saat Pheras’ is an integral element of Indian weddings. Azva is aimed towards modern Indian couples ranging in age from 23-30 that appreciate and enjoy fine designs. Fashioned in 22 karat gold by the finest goldsmiths in the country, the Azva collection is a gorgeous example of craftsmanship. It comprises of exquisite necklaces, earrings and bracelets shaped out of seven concentric circles, seven delicate flowers strung together to form breath-taking necklaces, seven triangular forms overflowing with intricate gold vines. Every set in the Azva collection stays true to the idea of seven”.
Each Azva set comprising a necklace, earrings and bangle is handcrafted with unique designs reflecting the concept of seven beautifully. The collection ranges from 70 grams to over 300 grams per set and all will have hallmark certification.
Kerala Biz News