FIRST INDIAN DESIGNER FLAGSHIP STORE OPENS IN DUBAI

New Delhi, July 2005

JJ Valaya, one of India's most celebrated designers and one of the few who have made their presence felt in the international market has opened his flagship store 'JJ Valaya LIFE' in Dubai. The store has the distinction of being the first of its kind flagship store by any Indian Design House overseas.

Set in a beautiful villa on Al Wasl Road in the upmarket Jumeirah area of Dubai, the store has gained the status of a one-stop destination with the patrons of fine fashion. Spread across an area of 6000 sq ft, the stand-alone flagship store stocks all the four labels of the design house: JJ Valaya, Valaya, Studio Valaya and Valaya Home.

The scenic villa with its entrance of a beautiful porch lined with palm trees instantly transports one to altogether a different world. The interior of LIFE follows the same pattern as the other stores of House of Valaya - that of a modern décor but with strategic elements from India.

The store area is carefully divided to accommodate and do justice to the different looks of the various labels housed. The rooms are divided as per the labels with products from the Diffusion line on the ground floor and Couture and private appointment chambers on the first floor.

Expressing his views on the design House's first flagship store overseas, Mr JJ Valaya, Creative Director, House of Valaya said,"Dubai is a very special market for us. We were the first to start selling there more than a decade back. There exists a tremendous brand loyalty and it is a proud moment for the brand to reinforce its presence in one of the most fascinating cities of the Middle East."

The store with its flooring of antique Italian marble, wood and carpet has a contemporary touch, where antiques and kilims bond with modern materials. Architectural elegance and ambient lighting with focussed lighting on merchandise lends the store a lot of space. The colours used on the walls are mainly neutral with accents of antique colours through images and visuals. The ambience is modern with distinct warmth through usage of traditional elements.

The various labels housed in the store are:

JJ VALAYA:
The JJ Valaya Couture Line has the pride of place in the Indian fashion industry. There is a certain cachet in owning one of his limited edition pieces. Some styles become collectors' items treasured by the owners and are found nowhere else in the world. The JJ Valaya line focuses greatly on luxury, finish, texture and colors - all of which are designed to give a feel of opulence and timelessness. Drawing its inspiration from history, splendor and richness is interwoven into each timeless piece. The Valaya embroidery techniques for which it is well known, highlight the traditional forms of Indian craft by combining colors, texture and hand embroidery with the richness of Swarovski crystals. Valaya's best-known signature, his trousseaux collection is famous in India for its originality, rich colors and detailing. The couture collection includes saris, embroidered evening jackets and wraps, women's outfits, men's kurtas, suits, sherwanis, shirts and waistcoats.

VALAYA:
This line encompasses tradition with a twist. It is a luxury collection in womenswear and menswear comprising of clothes and accessories in simpler versions of the couture collection.

STUDIO VALAYA:
The Studio Valaya line conjures up images of style treated in a contemporary individual style. Over the last few years there had been a growing need for a simpler line in a more wearable style, a more accessible look and a more affordable price. In 1999 the House of Valaya expanded its operations into ready-to-wear with a new diffusion label and thus Studio Valaya was born. The line has a simple yet sophisticated look and is for men and women who believe in timeless yet contemporary elegance albeit with a twist of the madness that contemporary fashion is known for.

VALAYA HOME:
Valaya Home, the home label from the House of Valaya was introduced with the launch of the Valaya flagship store in New Delhi in 1996. The range includes soft furnishings (decorative pillows, cushions and coordinates) and signature tapestries. Highly evocative of the lifestyles of the past, these tapestries reflect present day contemporary aesthetics. One of a kind, created entirely using handcrafts, individually signed and dated by the designer himself makes them among the most popular items for any connoisseur to collect. Needless to say, they can be found in some of the finest homes across the globe.

For further information please contact:
Ms Kirti Sinha/ Ms Shikha Sherawat/ Ms Gitika Kapur
LINIOpinion
Ph: 95124-51502000