Akram Cassim has been involved at Colombo Jewellery Stores since 1988 and over the past 25 years has pursued innovative Jewellery Designs and Jewellery Campaigns.

Initially, a part of the designing and display aspects, he’s now focused on how to keep this 92 year old brand “young and active by adding exiting collections of Jewellery that are both fashionable and fun to wear.”

The ‘Hometown Collection’ breathes life into Galle: a place of historical significance and one that has nurtured four generations behind the conception of CJS, through the intricate placing of rubies, sapphires and emeralds.

The Collection takes you down the memory lane of design, when Cassim Sultan Bawa, the godfather in the CJS story and great grandfather of Managing Director Akram Cassim made history with inventive jewellery design.

“I thought it fitting to do collection called 'Hometown" as a tribute to all the generations before me who founded and grew this brand,” said Akram.

Rooted in the heart of Galle, the collection captures the essence of the city and incorporates it into contemporary design, making the “Hometown Collection” one that is inimitable.  

The Hometown Collection encapsulates the essence of the breathtaking city. The city edged by the ocean depicted with the use of Pearls -- all colours of South sea pearls Gold, White, Black and Grey, The Emeralds: a vivacious green gem to bring alive the beautiful Ramparts, Sapphires for the sea and sky and Rubies: a vibrant red for the amazing people that have lived in the Fort.
 

The campaign was shot in locations that captures the essence of the Galle Fort. The Black Fort which is the oldest part of the Fort, the Old Fort Gate, the Lighthouse, the Ramparts and the beach.

It has also been shot inside Akram’s abode on Lighthouse Street which captures significant features like the Old Steel Bed, the beautiful staircase, study table and family photographs.

The campaign was also shot along with Beeralu Lace makers and Goldsmiths to show two very important Crafts of Galle Fort. The designs have incorporated the look of Beeralu lace in many items of this collection.

Each piece in this collection is an echo of the colonial past and embody cobblestone streets, buildings that are centuries old, the sun, sea and sand that are the lifeline of the city and therefore is legendary and of immeasurable value.

 

By Sapthika Jacob