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Fabindia introduces craft-based jewellery
13
Aug '08
Fabindia, India's largest private retail platform for hand-crafted and natural products, has introduced an exclusive range of traditional and contemporary craft-based jewellery. The range, which showcases jewellery from across the country, will be available in select Fabindia stores in Delhi, Mumbai, Bangalore, Hyderabad, Kolkata, Pune, Chandigarh and Chennai in first phase of the launch and will be extended to other cities within a few months.

According to Ms Charu Sharma, COO, Fabindia Overseas Pvt Ltd said, “This Jewellery line is a natural extension of our range in craft-based accessories. It complements our apparel offering in Indian and Western wear, which also blends traditional textile techniques and skills with contemporary styling inputs. Jewellery, of course, creates an opportunity for some of the finest examples of craft, and as in the case of our other products, we will be sourcing from across India.”

From Indian ethnic to contemporary western wear, Fabindia's garment range combines the classic with the contemporary – the same approach has been adopted for the jewellery range.

Speaking on the launch Ms Shilpa Sharma, Head, Product Development, said “This product-line will allow our customers to accessorize our distinct garment offering. The synergy with our existing range is very clear: with this we offer our customers the opportunity to complete the ensemble and look: one complements the other.”

Fabindia has created three distinct lines of design: Anusuya, the classical style, Ananya, the unusual and contemporary designs and Amna, the trendy and causal range. The range showcases the wealth of Indian jewellery-making tradition and is the largest representative of craft in terms of technique and material.

Made of material as diverse as wood, thread, ceramic and traditional silver, the range targets all age groups across all segments. Deeming it 'synergistic and very affordable,' Priya Rao, Head of Markets, stated that “there is a lot of something there for every-one, and we expect a tremendous response.”

Anusuya: Showcases the traditional. The intricate designs are from regions as diverse as Ladakh, Rajasthan, Tamil Nadu, Tamil Nadu and Orissa.

Ananya: Contemporary designs based on age-old techniques. Silver, copper, brass, wood and leather are the materials used.

Amna: This line for younger generation derives from regional craft traditions. Beads, textiles, wire, terracotta and other innovative materials have been.

Fabindia Overseas Private Limited

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Courtesy: India ITME

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