Lakme Fashion Week (LFW) has roped in Gitanjali Jewellery, which has brands like Asmi, D’Damas, Nakshatra, Sangini, Desire in its fold, as associate sponsor for the event. As is known, LFW will be held in Mumbai from March 27-31, 2007.
Gitanjali Jewellery Extravaganza will sponsor the inaugural show at LFW on March 27, 2007. The entire collection will focus around the brand personality of Gitanjali Jewellery.
Mehul Choksi, Chairman, Gitanjali Jewellery, said, “We want to promote our jewellery brand as a fashion statement. We are trying to build the property – Gitanjali Jewellery Extravaganza. We are even taking this property forward by inviting other jewellery designers as well and exploring the possibilities to reward them.”
On how this association will help Gitanjali, Choksi explained that LFW was a good platform, which blended both fashion and jewellery and hence, brought a non-conventional leverage to jewellery brands.
Anil Chopra, VP, Lakme Lever, said, “As an event, the LFW has now grown into a sponsor’s dream. The association of Gitanjali Jewellery Extravaganza proves that the world of fashion has moved beyond the multi-billion clothing industry and into the wider world of consumer products like jewellery and accessories.”
He further said, “Every season we aim to deepen our associations with the sponsors and provide them a platform to capture consumer mind space through the fashion week. We see our sponsors as desirable partners and seek to make concerted attempts to facilitate greater connect between the sponsors and their target audience.”