J J Valaya takes the e-commerce route

J J Valaya is launching his e-commerce portal, and guarantees a ringside view of the luxurious expertise his designer label is understood for

One of India’s main couturiers J J Valaya has been engaged on the ‘World of J J Valaya’, billed as a flagship expertise that provides a ringside view of the design label’s legacy and portfolio, each as an offline retailer and thru a devoted on-line platform. The pandemic brought on a change in plan and the offline launch must wait until 2021, however Valaya is launching his e-commerce portal valaya.com on August 27; 6p.m.

Speaking on cellphone from Delhi, the designer explains that this e-commerce web site will supply greater than a click-and-buy expertise, since it’s more likely to appeal to the well-heeled clientèle searching for luxurious, heirloom buys: “When the website is fully functional on August 27 evening, you will see that it will be unlike the regular retail sites. We have a lot to share, since we have a 28-year-old legacy; and luxury cannot always be bought online. A large variety of garments will be available to buy with the prices mentioned; there will also be pieces where price will be shared only on request. Customers can book video appointments with our team to get a personalised experience before making a purchase,” says Valaya.

One of the predominant collections that will probably be obtainable on-line is ‘Tabriz 2019-2020’, with motifs impressed by Persian artwork kinds from the 16th to the 19th centuries. There will probably be two on-line exclusives: bespoke menswear line ‘Jhalamand House’ — a capsule assortment of linen and cotton shirts and kurtas for males; and a D-I-Y line of jackets for girls known as ‘IKA’, which Valaya tems “younger sibling of our 2010 line Alika”. One can select the cloth, print and different particulars: “It will be a fun experience,” provides Valaya.

‘Shifting Leaves Chevron’, a restricted version assortment for women and men, and Valaya’s line of equipment may also be obtainable on-line later this 12 months.

The e-commerce launch comes at a time when clients are more and more on-line choices throughout the COVID-19 pandemic. Valaya remembers being the first designer label in India to have an internet site in the mid 90s: “The Internet was new in India and the concept was unique. But in the following years we focussed more on offline stores. Now we are back in a new avatar to up the online experience.”

Talking about limping again to normalcy after months of lockdown, Valaya says the purchaser curiosity is again and it’s time for the style business to have a look at sustainable strategies: “There will be more emphasis on quality and credibility. We have always tried to be sustainable. Some of our earliest clients come to us with their 25 or 26-year-old Valaya lehengas which they want to use for their daughter’s wedding. We are happy to have been making heirloom-worthy garments,” he says.

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