Idaa is a name synonymous to individualistic style statements in body adornments. The word Idaa which means earth very truly attributes the designer’s sensibility of creating jewellery that is raw, uncut, asymmetric, earthy and basic in terms of self expression set in precious and semi precious stones and an exhaustive flow of beads.
The brand is the cradle baby of New Jersey based designer Ritu Kapoor and the label was launched during her study tenure at Parsons, New York, where she got inspired to create high-end leather handbags and stone stunning jewellery made in USA, a style infused with vibrancy of colours as it ranges from bold and sultry to subtle and elegant.
She creates jewellery in an amplified dimension of space as Ritu brings back her experience from several trips to beading places and collects choice pieces from the stones lovers who have been collecting stones from years. Ritu also exclusively designs custom made stones, metal embellishments, and handmade silk strands to define her detailed pieces of adornments with distinctive beading techniques all in one necklace.
Idaa’s present collection is all about long and short necklaces with heterogeneous stones in a galaxy of colours which can be worn all year long and every time you wear each piece it makes you feel confident and you get noticed with any piece of this magnificent collection.
Ritu speaking on her inspiration says, “Accessories look good on racks. But I want all my pieces to look exquisite when one wears it. And my most memorable moment in life was when I came to know that the biggest customer of my jewelry for the year 2009 is one of my instructors of Fashion school "Parsons" NY. She did not know either, Idaa is my company. I came to know when my sales person was getting her parcel ready for courier, with her name on it.”
The promising and exuberant label Idaa retails from her office in New Jersey and through her website www.idaadesigns.com. And emerging on the fashion scene in India she has already showcased at LFW ’09.
