In 1992, JJ Valaya stepped into a professional sphere that almost did not exist in India – Fashion. He was therefore privileged enough to be a part of the pioneering group of contemporary Indian fashion designers, the ones who started it all for modern India. A founding member on the Board of Governors of the Fashion Design Council of India (FDCI), and the first official brand ambassador for Swarovski globally, his journey in fashion has been nothing short of spectacular.
Today, JJ Valaya is celebrated as one of India’s leading fashion gurus and founder of one of its most respected luxury fashion and lifestyle houses.
Alongside a successful career in fashion, JJ also chose to indulge in and foster an increasing love for the visual arts especially Photography. He calls this ‘his alter-ego at play’. In this parallel journey, he continues to discover an amazing amount of joy in watching life and its varied facets through inspired imagery. ‘Art exists everywhere’ is what he believes in and hence his decision to create an online experience to share with the world all that he observes and celebrates in everyday existence.
In his own words: “My need to indulge in this journal is born out of a personal desire to share my views on everything that I believe has potential to inspire. Using imagery and words as my chosen forms of expression, albeit from an aesthete’s viewpoint, the intent is to touch upon Fashion, Art, Photography, Food, Travel, People, Places, Spaces, Design, Architecture, Philosophy, Nature… in fact upon all such areas that visually delight or stimulate any or all of the 5 human senses (taste, sight, touch, smell, and hearing) and more importantly (and hopefully) the spirit itself. It may seem to some therefore, that I am a wandering nomad (which indeed I am and a Royal one at that!), but within me, there also rests an undying spectator and avid storyteller, one who believes in a special kind of magic that I believe is often created when visuals and words flit together to narrate an honest truth.
It is also important for me to explain the genesis of the name of this journal: JJ ALEPH. I don’t think I need to explain the first part but ALEPH needs a very special mention.
Aleph is the first letter of the Semitic abjads, including Phoenician: ‘Ālep , Hebrew: ‘Ālef א, Aramaic: Ālap 𐡀, Syriac: ʾĀlap̄ ܐ, Arabic: Alif ا, and Persian. The numerical value assigned to Aleph is one. Aleph symbolically represents the link between infinite God and finite man. It is also believed that Aleph combines the divine, the spiritual and the physical world. This unification has been a core belief of mine for several years now.
Personally, this journal is also a first for me…it is a new beginning born out of a sincere resolve to discover as much beauty and joy as i can in all that exists around me, and subsequently, put it out there for the viewer/reader to absorb and relate to. I am also aware that this form of expression will demand complete honesty and perhaps, even a degree of vulnerability on my part; for any attempt to conjoin the material and the spiritual into a singular language (and yet keep it light and relevant), to surrender oneself is an absolute must.”
This is JJ Valaya’s personal journal.