“I Believe Adversity Gives Life To Something Very Positive”
Renowned designer and couturier JJ Valaya, in an exclusive conversation with BW Businessworld, talks about Valaya Home, good design, luxury and the idea of luxury, and more. Excerpts:
What is the inspiration behind Valaya Home?
Most of the top fashion brands in the world invariably expand into home lines. It was natural for us also to get into Valaya Home, which actually was a long-time passion. Technically, the brand has been around for several years, but we used to restrict ourselves to signature wall tapestry. One of our best showcases can be found at the Leela Palace at Chankayapuri in Delhi that has commissioned 33 works especially for the hotel. Apart from that, there are tapestries that can be at various other hotels and residences, both nationally and internationally.
How does it stand out and what is unique about it?
Valaya Home has the same ethos as the JJ Valaya brand. We have a very famous tagline – Royal Nomad. There are three key elements that are always a part of our DNA: royal taste, nomadic spirit, and inspiration from the art decor period. These three elements are applied in every design, be it fashion, furniture, or home.
The last couple of years have been hard, as individuals and businesses had to re-invent themselves. How did all that change Valaya Home?
Luxury is quite an incredible game. While it is the first to get affected in adversity, be it war or a pandemic, it is also the one to come back the fastest and that too with a bang. During the pandemic everyone stayed at home, but as it got over people realised that all they have is the present. And, in this moment, they want to live life to the fullest. So, this is how luxury makes a comeback with a bang. I believe adversity gives life to something very positive.
Tell us about your design philosophy.
I've always believed in the power of contradiction and in the element of surprise when designing spaces. I find it utterly boring when people copy paste while designing a house. Everything seems the same when you go from room to room, it is predictable. When you are truly dwelling in luxury, then the element of surprise plays a big role. There is definitely a language that binds the spaces in the home, but each space has its own personality when surprise and contradiction are a part of the mix. Contradiction is also important, there's beauty in it. For instance, there is nothing wrong with putting a concrete wall next to an Italian marble floor. I believe when all the elements are put together in an interesting way and detailed appropriately, then we can have a magical result.
What is good design according to you?
Good design when it comes to luxury is one that endures and evolves. Luxury is meant to grow with time, it is meant to be timeless to a large extent. To me a good design is extremely warm, welcoming, timeless, and enduring. And, never overtly trend driven.
How has the luxury market changed over the last few years?
The luxury market in India is evolving. The pandemic has finally given way to appreciation and gratitude across the planet. It was never seen before at this scale. Along with that came the zest to live in the moment, and when that happens, luxury booms.
Who’s your favourite designer and why?
It's very difficult to think about your favourite designers, architects. I always thought of Frank Llyod when it comes to architecture, and I think some of the finest pieces of modern architectures can be credited to him. Having said that, if we go back in time, the painstaking details that were put into palaces and even temples in India was awe-inspiring. So, I think it's almost unfair to think of favourites for the simple reason that one must appreciate and embrace all disciplines and languages.
What does success mean to you?
Success to me is doing exactly what you love, what you celebrate, what you look forward to, and also commercially succeeding at it. So, I think that's a perfect blend of exactly how life needs to be lived. Imagine an existence where all you have done in your entire life is what you have loved, and in the bargain, you have also made enough to keep yourself and your loved ones comfortable, and create a signature that is appreciated by many -- I think that is success.
