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JAIPUR TO LAUNCH NIKKI CHU LICENSED COLLECTION
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Nikki Chu
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ATLANTA
- Jaipur Rugs has announced a licensing agreement with celebrity
interior and fashion accessory designer Nikki Chu. The Norcross,
GA-based rug and home accents producer will introduce its first
collection of rugs, pillows, poufs and throws by Nikki Chu at the Aug. 2
to 6 Las Vegas Market
at Jaipur's World Market
Center showroom, B-424.
For
retailers familiar with Chu's accessories with Imax Furniture, which
launched in 2014, Asha Chaudhary, Jaipur CEO, said the rugs and soft
goods have a comparable aesthetic, and that her design sensibility is
reflected in the offerings.
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"Nikki
Chu is a perfect fit for Jaipur in terms of design and fashion,"said
Jaipur CEO Asha Chaudhary. "As we try to extend our brand we
are adding to our portfolio, and working with designers like
Nikki to bring fashion and the home together."
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"Nikki's
line with Jaipur is focused on a similar neutral color palette with
geometric designs and metallic accents," Chaudhary said. "She is a
talented designer and puts thought into all her work and creates very
beautiful product."
Chu
explained, "I love that the owner of Jaipur is a woman, and the quality
of their products speaks to me. Asha is young, she's hip and she
understands the importance of marketing and how to create a solid brand
image for both her licensees and her own company."
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Above and below: The rug collection by
Nikki Chu for Jaipur features neutral earth tones, with
designs rich in texture and globally influenced.
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Chu
said she would describe the line's aesthetic as Modern Globalism. "I
took inspiration from traditional ethnic, tribal and global prints,
modified them and simplified them to create geometric shapes that are
unique," she said. "My palette is all the perfect shades of neutral."
Chaudhary said the target demographic for the collection is women age
20-35 that are looking to upgrade or redesign their homes. She said she
believes the partnership will help grow both parties. "We think Nikki
brings a fresh and unique perspective to design and we are very excited
to be working with her," Chaudhary said.
A year
ago, Jaipur introduced rugs and soft goods from Jennifer Adams, and also
has partnerships in place with Artemis, Luli Sanchez, Kavi and other
designers. Chaudhary said partnering with renowned designers is part of
the company's plan to add curated collections to complement and build
upon the success of Jaipur's existing lines.
07.17.15
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