Colombo Jewellery Stores unveils new campaign

Sanjeevi JAYASURIYA

The Colombo Jewellery Stores unveiled its new campaign, "Inspired by the roaring 20s, celebrating a legacy of 90 years" by Brand Ambassador Jacqeline Fernandez at a gala event held on Wednesday in Colombo.

"Colombo Jewellery Stores (CJS) is optimistic about the conducive business climate in the country and expects upward movement in its product range. The clients are delighted to purchase the trendy and elegant design jewellery on offer and we see potential in the market," CJS CEO Akram Cassim told the Daily News Business.

"We have been training our designers regularly and in the early stages they were given foreign exposure.

Even now we send them to India for special training to ensure the designs are the latest and in popular choice categories to upgrade craftsmanship and brand value," he said.

The CJS is extremely delighted to continue strengthening and nurturing the legacy of the founder Mohammad Thaha Cassim (Akram's grandfather), building on the strength of that legacy to conceptualize a brand that today truly speaks of more than being a fashion accessory.

"Our jewellery tells a story of not only CJS but also the wearer. It speaks of our customers wanting uncompromising quality, designs that suit individual tastes and the value they infuse into wearing jewellery that stems from a heritage that represents Sri Lanka's ancient past in being a gem and jewellry hub to the world," he said. The CJS showcased unequivocally that its legacy of 90 years will continue to remain strong within its foundation, but that its designs will move with trends, being contemporary yet elegant, while continuing to present unmatched service and unsurpassed quality in each beautifully crafted piece that becomes a CJS icon. The campaign unveiled a beautiful new array of jewellery that conceptualizes yet another chapter in the CJS journey of high fashion jewellery.