Crystal call

Versatile and dramatic, crystals arrived with a bang in the 20th Century, enhancing the beauty of couture, jewellery, accessories and objets d' art in a unique way. From being used occasionally to create special fashion highlights, the crystal has become an integral part of haute couture. Paris, Milan, London or New York... crystals add a spectacular feature to the fashion runways.

The very mention of crystal brings to mind the internationally famed house of Swarovski. Be it quality or design, Swarovski crystals are unparalleled. Slowly, yet steadily, crystals made inroads into the Indian fashion scene since the 1990s. And top- notch designers are exploring fresh realms of creativity with crystals and fashion components.

As part of its endeavour to establish the versatility of the crystal and promote desi couture on the international platform, Swarovski Crystal Component Division, recently announced the appointment of ace designer J.J.Valaya as its brand ambassador in the country.

"Valaya embodies the spirit of Swarovski aesthetically through his creations, which are unusual interpretations of traditional Indian textile forms. Through his designs, Valaya has showcased the potential of crystals," says Mr. Sanjay Sharma, Country Manager for Swarovski CCD, in a press release.

That's not all. "Swarovski will also promote promising design talent and work closely with NIFT by supporting its students {frac12} both in terms of material sponsorship and trend and application support."

Born in Rajasthan, the 34-year old Valaya is a recipient of several prestigious awards even as a student at NIFT, New Delhi. Besides introducing his label in various upcountry stores across the country, Valaya also launched "Life", his flagship store spread over an acre in the capital. "Life" is a lifestyle store with a diverse range of products {frac12} from clothes to furnishing.

Through several solo shows, Valaya, over the years succeeded in bringing out the finer aspects of Indian couture at shows abroad. Crystals undoubtedly give his creations a contemporary edge. Little wonder, he readily accepted when Swarovski made its offer crystal clear!

And now, he is all set to garnish his clothes with glitter {frac12} naturally of the Swarovski kind. But, will desi craftsmanship that he nurtured all along take a beating? Well let's wait and see.

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