Voylla recreates Bengali art form Kantha in new line of jewellery
Kolkata, Apr 20 (IBNS): Indian jewellery brand Voylla has recreated Bengali art form Kantha in its new collection.
Voylla has launched the collection at Acropolis Mall in Kolkata recently.
The brand has kept its feet for the first time in the city about a year and a half ago.
Speaking about the recreation of the art form in jewellery, Voylla CEO Vishwas Shringi said: “It gives me immense pleasure to be able to take the Indian art forms, which are on the verge of extinction, and do something with that to create new things that appeal to the youth of the country.”
Shringi even said how the idea of using Kantha in jewellery came to his mind.
The amalgamation of tradition and modernism was the idea of the brand, the CEO said.
“Our idea was initially to protect the art forms of India. The idea was to use the art from but give a contemporary twist to attract the young generation.”
Voylla, which is a dominant brand in online platform, presently operates 250 stores across the country.
The brand had intended to utilise the Kantha form in jewellery as it was not widely exploited despite its presence in apparels.
He said: “Though Kantha has been used as apparel form, it is not widely used. So we realised that we need to do something different with this art.”
An optimistic Shringi said he is sure the concept will be “likeable” to the youth of the country.
Voylla has kept its design team, which is making the Kantha collection, fairly young.
The price of the collection ranges from 300-1200 rupees.
Admiring the new collection, singer and television anchor, Paroma Banerji, told IBNS, “Not only they (jewelleries) are pretty but also pocket-friendly which is the most attractive part of it. Also they are very light weight unlike Enamel or Kundan jewellery.”
Kantha is a type of embroidery found in eastern South Asia, particularly in Bangladesh and Indian states like West Bengal and Odisha.
(Reporting by Souvik Ghosh, images by Avishek Mitra/IBNS)