MUMBAI:World Gold Council in association with D'damas has launched Gold Expressions 2005. Bollywood icon Lara Dutta unveiled the non-conventional collection is a range of fine gold jewellery designed by Italian craftsmen in Mumbai.

Lara Dutta is also the face of this unique collection, the advertising campaign of which was shot in Rome recently.

Commenting on the launch of Gold Expressions 2005. , D'damas managing director. Mehul Choksi, said," Italian designs have always been of high aspirational value to Indian women and we at D'damas considered it just appropriate to introduce a jewellery line, quintessentially Italian, that will give our discerning customers what they want, right here in India.

" It is our privilege to be associated with the World Gold Council for Gold Expressions 2005 and we hope to continue this association for long. Lara Dutta is just the appropriate face to represent the conscious women of today who is fashion-savvy and would go ahead and pamper herself with gold."

World Gold Council managing director Sanjeev Agarwal said,"Italy has always been the pivot of excellence in design and innovation, be it cars, fashion, or jewellery. Italy boasts of some of the most accomplished maestros of the design culture. India now finds itself at crossroads, where it is witnessing a revolution of sorts in the jewellery design sector. The Indian consumer is now ready to experiment with designs which break the shackles of traditional jewellery. This is a perfect platform to introduce both consumers and designers to the global design styles of Italian virtuosos."