The World Gold Council introduces Azva, wedding jewellery that celebrates
Derived from the Sanskrit word ashva, the name ‘Azva’ symbolises the seven vows that every couple takes on the day of their marriage. 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, Managing Director, Jewellery at the World Gold Council, said: “We are delighted to present a collection of innovative designs that represent 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.”
“The ‘seven vows’ or the ‘Saat Pheras’ is an integral element of Indian weddings. Azva is aimed towards modern Indian couples in age bracket of 23-30 who 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 triangular forms overflowing with intricate gold vines and seven delicate flowers strung together to form breath-taking pieces. Every set in the Azva collection stays true to the idea of seven.
Commenting on the launch, Vipin Sharma, Director, Jewellery, India at the
Azva will be launched across other cities in India like Pune, Bangalore, Kolkata, Hyderabad, Ahmedabad, Chandigarh, Jaipur, Trivandrum, Cochin, Ludhiana, Patna, Bhuvaneshwar, Surat, Lucknow and more cities over next year.