Thursday Nov 28, 2024
Thursday Nov 28, 2024
Friday, 17 January 2014 00:06 - - {{hitsCtrl.values.hits}}
CJS Brand Ambassador Jacqueline Fernandez flew in to presenting the collection and announced the new venture. “2013 was an amazing year. We did a beautiful campaign in Akram’s hometown (Galle) and presented a unique and new experience to our customers,” Fernandez added.
Acknowledging that rings are her favourite accessory, she noted that the collection launched presented an array of designs and hues that both mesmerise as well as captivate the essence of Galle.
A defining value addition to the panoramic Hometown Collection launched in December, inspired by the iconic architecture and intertwining history that lies deep within the quiet cobblestone streets of Galle, the rings have drawn inspiration from the myriad colours of the coastal town.
Inspired by the colours of Galle
“The emeralds represent the ramparts and sapphires the sea,” Cassim added. “The rubies capture the hues of the sunset. The strength of the designs comes from the fort.” More collections will be launched throughout the year to compliment the Hometown Collection.
“For me, this Hometown Collection is about reliving the life and times of Galle which is the city we at CJS call home. This is because our history began in 1922 in this magnetic world heritage site, unfolding a creative saga mooted through the far sighted vision of CJS Founder Thaha Cassim. A feature that’s most evident in the Hometown Collection is that each piece possesses an edgy exotic feel exuding understated elegance, and that feel is retained in the range of new rings and earrings, although we hone our roots even more by infusing mystical tales of the sea, in each intricately crafted piece.”
“These rings are surely the piece de resistance in the collection,” Fernandez said. “These multicoloured gemstones interspersed with sparkling diamonds, glamorous blue sapphires, mesmerising emeralds, magical amethysts and elegant rubies, embody the beauty of the sea, which adds that unique persona to the wonders of Galle, my favourite resort city. When I think of Galle, the vista conjured in my mind is that of history, architecture and the azure blue of the sea that plays host to myriad sunsets. I’m seeing all this reflected in each of these luxurious rings.”
Partnership with SriLankan Airlines FlySmiLes
Another milestone etched at the launch was the tie up as the first exclusive designer jewellery store in Sri Lanka to ink a partnership with national carrier SriLankan Airlines frequent flyer program, FlySmiLes.
Receiving the FlySmiLes Gold Card, Fernandez said: “I’m delighted that two of my favourite brands, CJS, for which I’m Brand Ambassador and SriLankan Airlines, which is my favourite airline are coming together to provide a range of exciting benefits for FlySmiles members worldwide.”
With the deal, FlySmiLes members can now earn one mile each for every Rs. 100 spent at any CJS store, SriLankan Airlines Head of Commercial Operations Mohamed Fazeel said. “With FlySmilLes, the members are privy to a host of advantages and benefits such as seat upgrades, purchase tickets from FlySmiLes points etc.”
With SriLankan Airlines joining the privileged oneworld alliance in 2014, FlySmiLes miles earned through CJS will have even more benefits. Miles can be redeemed on air travel services offered by SriLankan Airlines, Malaysia Airlines and Etihad Airlines, in addition to 12 other member airlines in the oneworld alliance. There will also be free tickets, upgrades to Business Class, pre-assigned seating and priority wait-listing as further benefits, while Gold FlySmiles members will have extensive advantages including priority check-in, access to more than 550 lounges worldwide and enhanced baggage allowances.
“Given that our brand is built on the value triad of quality craftsmanship, creative design and always exceeding customer expectations, by adding FlySmiLes into the equation of our value additions, our customers are assured of even more offerings,” Cassim added.
Pix by Upul Abayasekera
