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Jaipur Rugs reported that it has added another well-known designer to its lineup of licensed partners.
The first collection of rugs, pillows, poufs and throws from designer Nikki Chu will be introduced by the Norcross, Ga.-based producer at the Aug. 2-6 Las Vegas Market.
“Nikki Chu is a perfect fit for Jaipur in terms of design and fashion,” Jaipur CEO Asha Chaudhary said. “As we try to extend our brand we are looking to add to our portfolio as well as work with designers like Nikki to bring fashion and the home together.”
“I love that the owner of Jaipur is a woman, and the quality of their products speaks to me,” Chu said. “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.”
For retailers familiar with Chu’s accessories with Imax, Chaudhary said the rugs and soft goods have a comparable feel, as her sensibilities abound in the offerings, which will be on display inside Jaipur’s World Market Center B-424 showroom.
“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.”
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 turning to renowned designers is part of the company’s plans for adding curated collections to complement and build upon the success of Jaipur’s existing brands.
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 launch is women age 20-35 that are looking to upgrade or redesign their homes. She said she believes the partnership will be one that can help grow both parties.
“We think she brings a fresh and unique perspective to design and we are very excited to be working with her,” Chaudhary said.
Nikki Chu’s line of rugs, pillows, poufs and throws will be available during the Aug 2-6 Las Vegas Market
About Nikki Chu: For the past decade, renowned interior designer to the stars and prominent fashion accessory designer, Nikki Chu, has been known from Miami to LA for her exceptional flare, sleek designs and eclectic taste. Filled with a passionate love for design, Chu has accomplished a vast range of interior projects as well as fashion collaborations with some of the most accredited names in the industry.Born and raised in Toronto, Chu embraced her passion for design at a young age and followed her dreams to the International Academy of Design in Toronto, Ontario to learn the tricks of the trade. She soon found herself in Miami as Creative Director for Tinsely Advertising, one of the top 10 leading advertising agencies in Southern Florida. Chu’s innovative mind and distinctive style won her two gold national Addies Awards for the company. Her portfolio rapidly expanded, and she found herself overseeing interior design projects for Hollywood stars.Seeking the ‘Nikki Chu’ aesthetic, Access Hollywood sought the acclaimed home designer for a post-election special featuring Chu’s design ideas for Sasha and Malia Obama’s bedrooms. Since then, she has been considered the lifestyle and design expert for several TV networks such as HGTV, Fine Living, Food Network and E!
About Jaipur: Founded in 1978, Jaipur revolutionized the rug industry by creating an entirely new business model - working directly with artisans and uplifting their lives and communities as a result. Since then, we have grown to become a global, award-winning brand, sharing our unique point of view through our range of rugs, textiles and other home décor products. More importantly, our passion for design and inspiring people is balanced by our drive to make life better for all those involved in making our products. This ensures that everything we do is as meaningful as it is beautiful – in touch with the world of trends but grounded by a deeper understanding of life and living spaces.
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