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  1. #1
    Join Date
    Feb 2010


    Default Now comes Azva, inspired by 'saath pheras' ritual

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    The sacred seven vows taken at Indian wedding have inspired a new range of gold jewellery. Titled "Azva", it was unveiled by the World Gold Council at the ongoing India International Jewellery Show here.

    Derived from Sanskrit word ashva, the name "Azva" symbolises the seven vows that a couple takes on the day of their marriage. Formed out of seven strokes in gold, the "Azva" logo represents the holistic and infinite nature of the seven promises.

    David Lamb, managing director, jewellery, World Gold Council, described it as 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," added Lamb.

    "The 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," Lamb added.

    Comprising of necklaces, earrings and bracelets shaped out of seven concentric circles, seven triangular forms overflowing with intricate gold vines and seven delicate flowers strung together in unique pieces, the jewellery line targets young generation.

    "'Azva' is aimed at modern Indian couples in age bracket of 23-30, who appreciate and enjoy fine designs," said Ajay Mitra, managing director, India and the Middle East, World Gold Council.

    "Azva" will be launched in other cities like Pune, Bangalore, Kolkata, Hyderabad, Ahmedabad, Chandigarh, Jaipur, Trivandrum, Cochin, Ludhiana, Patna, Bhuvaneswar, Surat and Lucknow over the next year.



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