Mumbai: Aulerth, a multi-designer house for couture-inspired, consciously crafted jewellery, is thrilled to announce the launch of its latest creation, the Altruist Kada Bracelet. Designed by JJ Valaya, this exquisite jewel embodies the powerful concept of ‘Towards Selfless Service,’ serving as a beautiful reminder of the profound impact of giving to others.
In a world where existential questions often lead to introspection, where we are constantly driven to seek personal validation and success, the Altruist Kada Bracelet serves as a reminder of a simpler, yet profound thought – that Selfless Service gives our lives more meaning. Thereby, this exquisite jewel embodies the powerful concept of "Towards Selfless Service." One of the inspirations for this jewellery was taken from the Sikh community's ethos of selfless service; the Altruist Kada Bracelet serves as a constant reminder that giving back to others can enrich our lives and bring a deeper sense of purpose.
Aulerth has partnered with CRY (Child Rights and You) for the "Towards Selfless Service" initiative. With the sale of each Altruist Kada Bracelet (priced at Rs 3,500), Aulerth will donate 100 per cent of its net proceeds, i.e., Rs 1,500, to CRY’s drive to empower 3 underprivileged girls in rural India to resume their education.
Speaking on the launch of the Kada, Aulerth, founder & CEO Vivek Ramabhadran said, “Our growing community at Aulerth is passionate about making a positive change to the world we live in. Along with our community, we wish to create a reminder of this simple and powerful thought – ‘Selfless service gives us our lives more meaning.’ And beyond the symbolism, there’s a direct opportunity to make a broader difference - to educate and empower girl children by joining hands with CRY.”
On the other hand, JJ Valaya said, “The Altruist Kada Bracelet is a labour of love. It fulfils a long-time desire to create something meaningful using the iconic Valaya Shifting Leaves Chevron. This beautiful ornament combines the strength of steel and the warmth of brass creating a blissful harmony. This unique blend evokes a powerful new sentiment and is destined to be a treasured wrist accessory whilst capturing many hearts. We are thrilled to continue our ongoing creative journey with Aulerth for the last several years. Finally what truly makes this project truly special is its partnership with CRY, one of Idia’s most incredible NGOs."
Similarly, Puja Marwaha, CEO at CRY shared, “Did you know? In India, a staggering 13 million girls under 19 are married, and 29 per cent of them are forced to leave school. Early marriage is a critical issue holding back our nation's potential. Another 12 million girls are pressured into child labour when they should be learning. These numbers can change. Organizations like CRY, with their 45 years of relentless work, and Aulerth, with their commitment to social good, are coming together to make a difference. I'm thrilled to announce this special partnership! Aulerth is launching a beautiful jewel designed by JJ Valaya – The Altruist Kada Bracelet. The funds raised will directly empower girls in rural India by helping them return to school. By supporting this initiative, you can be a part of the solution. Together, we can empower every girl child in India.” (Source: As per last census)
The Altruist Bracelet Kada portrays a unique layering of brass on steel, meticulously outlined with the iconic Valaya Shifting Leaves Chevron pattern. Brass, chosen for its symbolic meaning, represents purity, abundance, positivity, and dependability.
The launch of the Kada Bracelet was celebrated on a memorable and elegant evening at Olive Kitchen & Bar in Delhi on June 18, 2024. The event was attended by JJ Valaya, renowned influencers, media personnel, and top change-makers from the corporate world. The event celebrated the “Towards Selfless Service” initiative, as everyone came together to be a part of the cause.
