Suneet Varma to design bespoke line for arttd’inox

New Delhi, July 8 (IANS) Indian couturier Suneet Varma has collaborated with lifestyle stainless steel products brand arttd’inox to lend his strong design knowledge to create a line of premium platters, dinnerware and kitchenware. He says he will combine the metal with 24 carat gold as well as precious stones to offer customers pure luxury.

Launched in 2003, arttd’inox, part of the O.P. Jindal Group, is the brainchild of Deepikaa Jindal, who took up the challenge to change the perception about the metal and bring it from kitchen shelves to drawing rooms and offices.

On entering the luxury segment via the collaboration with Varma, Jindal told IANS: “Initially, the brand was a completely new concept and idea… so to be able to offer a luxury line, I wanted to level the acceptance of steel, wherein customers appreciating its true value, and then launch a collection.”

Having known Varma’s work and design sensibility for over two decades, Jindal found him to be a perfect fit to spearhead the luxury line.

“I want my brand should move to a level of ecstasy with consumers, and who is better than Suneet to help me cover this distance,” she added.

With the new Suneet Varma line, the brand is confident of reaching out to customers on the lookout for “exquisite designs, luxury and durability” in their dinnerware and tableware. Varma said while designs may be abstract, he will ensure they are not devoid of an Indian touch.

Excited to be working in an altogether different field, Varma told IANS: “It is definitely going to be a bespoke collection. I think the brand is already doing a lot of table top accessories, kitchenware, tableware, which is basic, catering to a young clientele, who understands design but does not want to spend a lot of money. I don’t think they need me for that.

“What they want me for is a luxury line. I have an understanding of luxury and something more couture, made to measure for pleasure, as I would say, and so, the opportunities are endless.”

He hopes to incorporate 24 carat gold and gemstones like rose quartz, aquamarine and turmoline, apart from crafts like ‘bidri’ to be able to retain the Indian aspect.

The line is in the planning stage as of now, and it is likely to be launched in fall 2015. The price point is yet to be decided.

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