Ocean Blues: CJS takes to high seas for launch of latest luxury collection
The world’s seas and oceans have always been a source of wonder for mankind, challenging adventurers to take to the seas and inspiring artists to immortalise its mysteries in words, music and art. Yet, despite this ageold fascination, we continue to pollute and irreparably damage our marine environments to the point of extinction.
With its latest collection of jewellery designs called Ocean Blues, Colombo Jewellery Stores (CJS) seeks to capture the dynamic beauty of the ocean, whilst at the same time highlighting the urgent need to protect its fragile ecosystems.
The Ocean Blues collection uses the subtle, aquatic hues of gems like blue sapphires, aquamarines and emerald cabochons, pairing them with the creamy surf-white brilliance of pearls and diamonds to create the classically nautical blue-white combination that is so synonymous with the sea. The jewellery designs are elegantly powerful. Some are reminiscent of treasure that one would find in sunken ships, lost at sea. Other designs follow the graceful lines and geometric patterning of sea shells. Necklaces, cuffs, earrings and rings made from multi-coloured gem stones, reflect the warmer colours of the ocean, as seen in its coral reefs and timeless sunsets. The CJS dynasty has always been inextricably linked with the sea. Its founder, Thaha Cassim, who opened the first store in the port city of Colombo, in 1922 hailed from long line gem merchants who came from the coastal town of Galle.
Being in the heart of the Indian Ocean and ancient maritime sailing routes, the island of Sri Lanka was always an emporium for exotic luxury and trade. For centuries it has tantalised traders with the rarest gems, many found only within its shores. Today, CJS continues to fulfil this legacy, delighting travellers from all over the world with its jewellery designs and gem collections.
Continuing in its pioneering tradition, CJS is one of the first luxury brands in Sir Lanka to use its brand awareness to inspire social conscience for environmental issues. In 2015, its Unforgettable campaign saw the company partner with an international celebrity to highlight the importance of elephant conservation in Sri Lanka.
This year CJS hopes to collaborate with several ocean conservation agencies to raise awareness about the preservation of the ocean environment. The Ocean Blues campaign featured CJS’ Brand Ambassador, award-winning Bollywood actress, Jacqueline Fernandez. Despite some tricky days of shooting in Mirissa, in stormy weather and tempestuous seas, on a yacht provided by Sail Lanka, the shoot was successfully completed.
Back on terra firma, at Cape Weligama, Fernandez commended the CJS team on another successful campaign, “This is the eighth campaign that I have done for Colombo Jewellery Stores. We did something very different this year, (as usual!). It was fantastic to be able to showcase these decadent pieces against the stunning backdrop of the Indian Ocean and the beautiful coastline of Sri Lanka.”