The world's most renowned department stores Harrods, as a part of Queen Elizabeth II's Diamond Jubilee celebration, is displaying 31 crowns designed by the world's leading brands, including De Beers, Bvlgari, Lanvin, Dom Perignon and Kolkata's Apeejay Tea Group, the sole agent of Indian tea to the premium London store.
The group was invited to design a crown as part of the Royal Jubilee window display that is on show since May 15 till June 15. Apeejay Tea Group teamed up with jewellers Amrapali to design the crown. The crown has a golden plaque that reads: “Harrods Exclusive Tea by Apeejay Tea”.
Harrods had commissioned designers from the worlds of fashion, jewellery and cuisine to each create an elaborate crown in British Queen's honour on her 60th year on the throne. The Apeejay designed crown features tea and Indian references, such as a teapot and jewelled elephants. More subtle elements of the Indian tea heritage have also been incorporated including the tiger design at the bottom. Apeejay's Typhoo Tea, is considered as the century-old British iconic brand.
Mr Karan Paul, Chairman Apeejay Surrendra Group, said he felt extremely privileged for the special association with Harrods and Amrapali in creating the crown reminiscent of certain Indian and British traditions.
Of the 31 crowns, the De Beers' one features 974 diamonds, of which 797 are polished and 177 are rough. Bvlgari's crown features an elaborate snake coiled around it while Lanvin's crown sports a Great Britain flag, diamonds and a pink heart.
According to the marketing experts, the jubilee is hugely important for the downbeat UK ahead of forthcoming Olympics and the participating brands could benefit greatly from the association. Harrods' Diamond Jubilee collection includes plates, mugs, pillows, keychains, food products, tote bags and towels, some with the Harrods logo and a British flag, and some with Harrods' signature prints.
jayanta_mallick@thehindu.co.in