Shraddha Kapoor grabs eyeballs at IIJW 2014


Shraddha Kapoor has been enjoying a lot of attention since her latest release ‘Ek Villain’ notched up good collections at the box office. Her next release ‘Haider’ is also creating a lot of buzz before release. The upcoming star was recently seen at the ongoing India International Jewelry Week 2014. She made an appearance at the event as a showstopper on July 15th. Raveena Tandon and actor Zarine Khan also made appearances at the same show.

Shraddha Kapoor was at the show on behalf of Gitanjali Gems Ltd. The actor who is a brand ambassador for the group said, “Young women today want a range of good looking choices both for work and evenings out. Viola Italia offers them the right combination of a distinct ‘with-it’ look that is both, premium and affordable. I was really happy to be so closely involved in the launch of this exciting new offering for contemporary India.” 

She was the showstopper for the launch of ‘Viola Italia’ a new range of high-end yet affordable fine jewelry. The ‘Viola Italia’ range has been designed to offer light-weight jewelry with a modern flavor that will carry together Indian sensibilities as well as international appeal. Designer Mehul Choksi said, “This jewelry is for those who want to be fresh, vibrant and in tune with latest trends." 

Shraddha walked the ramp to showcase a beautiful neckpiece fitted with dazzling, colorful stones. She was also wearing an equally eye catching Karan Malhotra created black and pink gown. Some of those who watched her loved the appearance but some felt that the gown was over the top and took away attention from the neckpiece. However Shraddha had one surprise up her sleeve. She topped her appearance by singing a rendition of her highly appreciated song ‘Galliyan’ from her film ‘Ek Villain’.

This is the fifth time the India International Jewelry Week is being held. The event is organized by Gems and Jewelry Export Promotion Council (GJEPC). The aim of this event is to highlight India on the global stage as a major destination for jewelry. Vipul Shah, chairman of GJEPC said, "The IIJW has seen 4 very successful editions held here in Mumbai, India's premier city for style, fashion and luxury. Each year the event has been growing bigger and getting better with the best creative designers presenting their enthralling line of jewelry. IIJW as a property has proved to the world that India is one of the prime destinations for Jewelry globally, with design talents, which are indeed world class."


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