Normally, any professional be it a businessman, journalist, sportsperson or designer likes to work to his strength and field of expertise. But for Indian couturier JJ Valaya there exist no fixed parameters. It has lately become a habit to come out of his comfort zone and then use his expertise as a designer, passion for heritage and his artistic vision to excel in a medium, which is not considered his forte.
Nearly four years ago, it was art photography which became his muse. This year, it is the highly competitive arena of interiors and home décor – upholstery, portraits, dining tables, beds and curtains, which has caught the imagination of ace designer, famous for his opulent bridal collections.
His ambition is that the newly launched Valaya Home Experience Centre at The Gallery on the Mehrauli Gurgaon Road becomes a top notch luxury player in interiors covering furniture, flooring and wall installations and home accessories. Through the new venture, the ace designer seeks to give his clients a holistic experience and it is for those who want to embrace a distinguished ethos of fine living, where the past and present must co-exist for any space to be elegant.
Valaya’s new venture has surprised many but the designer calls it his natural progression.
“There is nothing unusual about my foray into interiors. This expansion from a designer to a label is in fact a natural progression. World’s five best brands including Armani, L’affaire have diversified into interiors. Sooner or later I would have to tread the same path. Working on art photography and interiors gives me creative satisfaction,” says the designer, who launched his new venture recently.
Though Valaya has taken a bold decision of proving his mettle in this new venture, he has played it safe by retaining his successful “Nautch of Fez” collection, known for its Moroccan elements . So instead of fabric, his designs are now emblazed on large dining tables, colourful curtains and sparkling furniture.
“Last time, it was ‘Maharaja of Madrid’. This year it is ‘Nautch of Fez’. The collection has been reintroduced in home decor which epitomise high end luxury. I don’t have to travel across the country to tom tom my new venture. It is for high-end customers who take appointment and then place their orders. Individual pieces may or may not sell at the store but there would be bulk production on specific orders.”
Talking about the historical facts and aesthetic beauty of the Northern African nation that might have spurred this collection, Valaya says, “No particular reason; as a designer it is our prerogative to derive inspiration from a foreign land and weave the historical narrative into our collection. For every collection, extensive research is done to give my touch to the fabric and the embroidery.”
“Since Morocco faced invaders ranging from the Arabs, the Ottomans to Spanish and French, I studied each of their influences. The fact that Morocco has a rich history with Phoenicians, the first settlers, obviously made the exercise of creating this collection an enjoyable exercise.”
