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Saat Pheras Crafted in 22karat Gold



By Asra Shaheen

The World Gold Council introduces Azva, wedding jewellery that celebrates the moment of togetherness with designs crafted in 22-karat gold and inspired by the “Saat Pheras or Seven Vows’ of Indian wedding. Derived from the Sanskrit word ashva, the name ‘Azva’ symbolises the seven vows that every couple takes on the day of their marriage.

The World Gold Council introduces Azva, wedding jewellery that celebrates the moment of togetherness with designs crafted in 22-karat gold and inspired by the “Saat Pheras or Seven Vows’ of Indian wedding.

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.”

Ajay Mitra, Managing Director, India and the Middle East, at the World Gold Council commented
“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 World Gold Council said: “Azva has been designed by eight of the finest jewellery manufacturers from across the country, some of who have been in business for over 100 years. Each Azva piece comprising of necklace, earrings and bangle is handcrafted with unique designs reflecting the concept of seven beautifully. The collection certified by hallmark, ranges from 70 grams to over 300 grams per set. At IIJS we are showcasing 100 unique sets to the Jewellery retailers. Keeping in mind today’s discerning Indian couples; Azva will be available exclusively at select leading retailer outlets in the top three jewellery consumption markets Mumbai, Delhi and Chennai by October 2012. We are currently in the process of building retail partnerships in these three markets.”

Azva will be launched across other cities in India including Hyderabad, Pune, Bangalore, Kolkata, Ahmedabad, Chandigarh, Jaipur, Trivandrum, Cochin, Ludhiana, Patna, Bhuvaneshwar, Surat, Lucknow and more cities soon.

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