Indian fashion czar JJ Valaya now designs luxury weddings

New Delhi: After dressing up royals, Bollywood actors and other famous personalities for over 20 years, veteran fashion designer JJ Valaya is now lending his signature, regal, larger-than-life, opulent style to customise high-end luxury weddings, estimated to have a Rs 1.25 lakh crore market in India.

"The brand JJ Valaya has been around for 20 years and people now relate to me for bridal trousseau and couture. So, it is just a very natural extension for us to get into designing spaces for the great Indian weddings. Enough brand building has been done now it is the time to build value using our strengths, " Valaya told PTI during the recent PCJ-Delhi Couture Week (DCW) here.

The fashion ace has launched JJ Valaya Luxury Weddings for which he teams up with leading names from the entertainment, hospitality and other industries. The idea is to offer related services too like wedding gift planning, honeymoon suite customisation, stationery,food, transport and everything else under one umbrella.

The 45-year-old couturier whose two recent public displays here – the Wills India Lifestyle Week and the Delhi Couture Week showcased designer clothes inspired from Turkish Ottoman Empire no wants to do up weddings in the big fat Indian way.

"I have always been inspired by royalty and I can visualising the space like nobody else can, hopefully, and everything else will then everything will fall into place. We will get the best in the field to take care of everything be it photography, videography, cards, flowers, decor,collateral to create dream weddings and "convert a space into a memory", says the designer.

Fashion One International, Ferns and Petals, The Entertainment Design Co, Tamari Luxury catering, the Bridal Raja Co and Gitanjali Jewellery are partnering with Valaya for this venture.

"Indian weddings are now larger than a ceremony. The market for the Indian wedding industry is over Rs 1,25,000 crore and this is excluding the entertainment part which is also significant," says Vijay Singh, Managing Director of Fashion One International which has been hosting luxury weddings in the country for some time now.

Singh, whose company operates from 9 cities in the country says Delhi and Mumbai remain the hub for luxury weddings in India. "We have the expertise to organise weddings anywhere in the world but our market is in India and our customer base are Indians," he says.

Also while there are other players in the market, the JJ Valaya brand offering the "best from the industry will be the biggest USP attracting people who want "quality weddings with peace of mind," says Singh.

For Valya focusing on his core competency comes foremost.

"I am not pretending to be a wedding planner because I am not one. I can stitch and I can dream but somebody has to organise it all," says the design veteran who retails fashion and lifestyle products under three brands: JJ Valaya, Studio Valaya and Valaya Home Life.