April 1 2016, 15.40 PM IST || Pocket News Alert
Crafted with elegance and a sustainable alternative to the use of ivory in jewellery, this line supports the cause of Anti-poaching of elephants
Mumbai, April 1, 2016 – For centuries, C Krishniah Chetty & Sons has crafted exotic jewellery incorporating real Ivory - genuine & ethical, for its patrons and the Royal families. However, now is the time to say No to Ivory. No poaching. No dressing with guilt. C Krishniah Chetty & Sons presents Elfhie - a collection of jewellery that tells a story of compassion and ethical fashion. Elfhie is jewellery made from a patented, PETA - certified, mineral based composite that is 89% close to genuine elephant ivory in terms of texture, colour, composition and durability. The novelty of this material allows the wearer to experience its beautiful craftsmanship, ivory's texture, whiteness, depth and lustre, while elegantly expressing themselves as more responsible individuals on this planet.
‘Elfhie’ is an exclusive limited edition collection of jewellery that celebrates the high quality of design and craftsmanship by C Krishniah Chetty & Sons, while also reflecting their values and beliefs - innovation in luxury with a strong sense of social responsibility. Each Elfhie piece featured in the collection is custom-carved and beautifully framed within 18kt white, rose and yellow gold settings, accented by diamonds, rubellites, emeralds, blue sapphires, pink tourmalines and opals. Truly an exotic collection worthy of auctions decades later.
According to Shreyas V Cotha, Director, C. Krishniah Chetty & Sons Pvt. Ltd., who first came across this mineral composite, “We have to preserve our ecosystem and need to find alternatives to natural and scarce resources like Ivory. At the C Krishniah Chetty Group, which comprises C Krishniah Chetty & Sons and C Krishniah Chetty Jewellers on Margosa, we are committed to environment conservation while catering to our clients’ choices. The limited edition Elfhie collection is our endeavor towards maintaining a balanced environment.”
In 1979, less than four decades ago, we shared this planet with 1.3 million elephants, but today there are fewer than 50,000 Asian Elephants. One of the primary reasons for these vanishing elephants is the rampant, illegal, and the growing demand for elephant ivory. Many countries, including India, have realised the disruptive nature of this business and banned the sale and trade of ivory in order to save these majestic animals.
C Krishniah Chetty & Sons incidentally created and crafted the crown using this same mineral composite material in 2014 for the Miss World Australia beauty pageant.
About C Krishniah Chetty & Sons
Founded in 1869, C. Krishniah Chetty & Sons is today one of the world’s finest heritage businesses run by the direct descendants of the founder. The firm was the appointed jeweller to the Royal House of Mysore. The firm was commissioned to make several hundreds of pieces of jewellery incorporating the famed Double Headed Eagle known as ‘Ghanda Bherunda’ which were presented to important contributors to the Kingdom of Mysore every six months. The symbol, is now, the official seal of the State of Karnataka. C.Krishniah Chetty & Sons has now drawn up and is in the process of executing a plan to take this legacy forward to the 21st century by reaching out to jewellery connoisseurs across India and the globe, in their own distinctive manner.