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Jewelry-chain Tulola launches new collection with Maudy Ayunda
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Telling the story: For actress and singer Maudy Ayunda, jewelry is more than just an accessory and can be a storytelling medium. (Courtesy of Tulola) (Courtesy of Tulola/Courtesy of Tulola)
Tulola Jewelry collaborates with popstar and actress Maudy Ayunda to launch their heritage-focused hairpiece collection.
In a crowded presentation at ASHTA shopping center in Sudirman, South Jakarta, on Aug. 12, famed jewelry-store Tulola launched its long-teased collection from its collaboration with singer and actress Maudy Ayunda.
Titled Aura Ayunda, the collection consists of artwear and signature hairpieces. The launch coincided with the brand’s opening of its first boutique in the business-centric ASHTA.
"We are happy to collaborate with an inspiring person like Maudy Ayunda because she provides freshness and creative inspiration and design for Tulola," said the brand’s founder, principal designer and creative director Sri Luce-Rusna in a statement.
The 27-year-old actress and spokesperson for Indonesia’s G20 presidency has been known to wear Tulola’s jewelry in daily activities, state events and even her recent wedding last month.
“I’ve worn Tulola for years,” Maudy said to The Jakarta Post on Friday, calling this a “dream collaboration”.
“It became the main jewelry for my wedding because I really like it, it feels very young, very relevant, but it has a deep tradition and intimacy to it, not too flashy and striking.”
The Aura Ayunda collection has a total of 10 accessories, which include artwear drop earrings, signature earrings, necklace and six metal-based hairpieces -- all dipped into 18-karat gold.
“In the early part of the brainstorming, I was given a full look at Tulola’s whole collection and was asked to identify which patterns ‘speak’ to me,” she said. The jewelries have patterns of butterflies, flowers and roots in their motifs, following Maudy’s input.
“Jewelry as any fashion piece can be a great symbol of tradition and culture; it’s another medium of storytelling,” Maudy enthused.
Founded in 2007, Tulola has made its name as a local luxury-jewelry brand that brings to the fore traditional craftsmanship and women-dominated artisans.
The Aura Ayunda collection is available exclusively at Tulola ASHTA boutique until August before being available at all Tulola Jewelry boutiques.
