CJS showcases an era past
Thaha Cassim, whose dream of creating exquisite jewellery that surely
augmented unmatched beauty and elegance, firmly entrenched this
aspiration into the very foundations of Colombo Jewellery Stores (CJS),
which at its birth in 1922, was very much in the throes of the 1920s
revolutionary fashion trends.
CJS Chairman, Akram Cassim |
Into this equation, Thaha Cassim infused his other passion, horses,
given that he not only bred and owned magnificent throughbreds, but
raced them too. Exclusive Jewellery and thoroughbred horses is surely an
invincible combination when it comes to setting trends, prompting style
and epitomising elegance. Cassim successfully and effortlessly blended
all three, when in 1951, his favourite steed, 'Golden Buckles' galloped
ahead of his contenders to proudly and gracefully don the winning crown.
Taking this legacy of the CJS founder's passion for these magnificent
horses and in particular Golden Buckles' unique persona that swathes
beauty, elegance, glamour and most of all undying spirit, all very much
within the fundamental rudiments of this exquisite jewellery store, CJS
now climbs a new realm. As a tribute to the visionary and creative Thaha
Cassim, CJS, unveiled its newest collection, 'Perpetual Grace',
signifying the eternal grace that is an inherent hallmark in horses, who
for centuries have carried their grace with pride, panache and
understated elan. In an elegantly themed event at the apt 'The Stables'
at Park Street Mews, the beautiful and elegant CJS Brand Ambassador and
award winning Bollywood movie star Jacqueline Fernandez, an ideologue of
stylish chic and dazzling appeal, became the muse for Thaha Cassim's
incendiary passion for horses and thus, the maven to showcase the
'Perpetual Grace Collection.'
Visiting Sri Lanka especially to unveil the Perpetual Grace
Collection, she articulated her preference for beauty, elegance and
exclusive craftsmanship which is very synonymous with CJS. "This
beautiful collection opens yet another chapter in the relationship that
CJS has forged in the annals of high fashion jewellery. I'm so honoured
to be a part of the legacy that has been founded by Thaha Cassim and to
traverse through a journey that continues to reiterate the core brand
values and brand promise of CJS, while forging new boundaries and new
horizons in exclusive and very glamorous jewellery."
Adding to Jacqueline's statements, Chairman of CJS Akram Cassim
emotively stated that CJS will continue to strengthen and nurture the
legacy of his grandfather. "Thaha Cassim was a man who believed in
excellence in whatever he did. He did not believe in compromise and this
he carried through to CJS which is what you see; the strength of a
legacy that becomes more than a fashion accessory; it is about telling a
story that brings to life the country's rich colonial tapestry, while
infusing uncompromising quality and exclusivity into design that suits
individual tastes." |