Aulerth collaborates with JJ Valaya for ‘Cry’ initiative

Couture inspired jewellery brand Aulerth has collaborated with fashion designer JJ Valaya to launch the ‘Altruist Kada Bracelet’ as an exclusive design to help raise funds for NGO ‘Cry’ and to promote and celebrate the concept of ‘Selfless Service’.

“Our growing community at Aulerth is passionate about making a positive change to the world we live in,” said Aulerth’s founder and CEO Vivek Ramabhadran in a press release. “Along with our community, we wish to create a reminder of this simple and powerful thought- ‘Selfless service gives us our lives more meaning.’ And beyond the symbolism, there’s a direct opportunity to make a broader difference – to educate and empower girl children by joining hands with Cry.”
 
The exclusive Kada bracelet was designed by JJ Valaya, inspired by the Sikh community’s ethos of selfless service. The bracelet will retail at Rs 3,500, from which Rs 1,500 will be donated to Cry. The bracelet’s design layers brass on steel and features JJ Valaya’s signature chevron motif.
 
“The Altruist Kada Bracelet is a labor of love,” said JJ Valaya. “It fulfils a long-time desire to create something meaningful using the iconic ‘Valaya Shifting Leaves Chevron’. This beautiful ornament combines the strength of steel and the warmth of brass creating a blissful harmony. This unique blend evokes a powerful new sentiment and is destined to be a treasured wrist accessory whilst capturing many hearts. We are thrilled to continue our ongoing creative journey with Aulerth for the last several years. Finally, what truly makes this project truly special is its partnership with Cry, one of India’s most incredible NGOs.”