The World Gold Council launches wedding jewellery collection ‘Azva’ in Kanpur

Marriages are made in heaven, embraced on earth and celebrated with gold. The World Gold Council launches Azva wedding jewellery as an ode to the seven promises of lifelong togetherness shared by every couple. A first of its kind creative and product concept crafted in 22 karat gold, Azva wedding jewellery comprises of exquisite necklaces, earrings and bracelets which beautifully showcase the idea of seven. The collection is inspired by ‘Saat Pheras’ (seven vows) of the Indian wedding tradition. The World Gold Council has partnered with the leading jewellery retailers who will exclusively retail Azva jewellery in Kanpur.

Azva is exclusively available in Kanpur at Kashi Jewellers and PC Jewellers. Present at the launch event in Kanpur was renowned film celebrity Sonal Chauhan who adorned one of Azva’s unique statement pieces and also highlighted her views on the significance of gold jewellery for modern Indian women especially brides.

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 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. Azva will appeal most strongly to young modern Indian couples between age group of 23-30 who appreciate and have taste for fine designs. Fashioned in 22 karat gold by the finest goldsmiths in the country, the Azva collection is a gorgeous example of craftsmanship. 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.”

At the launch, looking like the perfect bride Sonal Chauhan commented, “When I came across the concept behind Azva, I was fascinated to see that saat pheras or seven vows has been has brought to life in beautifully crafted 22 karat gold jewellery. I was impressed that Azva jewellery can be worn on all important occasions other than marriage as well. It is a complete must-have for today’s modern brides.”

Commenting on the launch of Azva, Vipin Sharma, Director, Jewellery, World Gold Council, said “Sonal has an alluring personality, a trait that is easily associated with every Azva jewellery piece. Azva will appeal to every modern bride who has an eye for craftsmanship and fine design. Each Azva set comprising of necklace, earrings and bracelet is handcrafted with unique designs reflecting concept of seven beautifully and has hallmark certification. We have handpicked our retail partners in Kanpur who will set a new benchmark in the wedding jewellery segment and offer a personalized experience to their customers as an extension of our brand promise. Azva have over 250 sets designed by best of manufactures across India. The collection is inspired by tradition but is modern, contemporary and relevant for today’s young Indian bride.”

Derived from the Sanskrit word ‘ashvaa’, Azva has been put together by India’s finest craftsmen, some of whom have been in the business for over 100 years. The collection ranges from 70 grams to over 300 grams per set.