Dubai, 19 May, 2008: Jewellery is and has always been an accessory to compliment and accompany the clothes we wear. Whether it is combining a diamante necklace with a black cherry number or vintage beads casually teamed up with retro slacks - style collaboration is essential.

The newly founded Kraze Boutique in Dubai does just this. Creativity and Individuality are the driving forces behind the Kraze philosophy. The saying 'It's not what you wear it's the way you wear it' runs parallel with Kraze Boutique founder and owner Kiran Sawlani. "You can never have enough jewellery, and it's not only diamonds that are a girl's best friend!"

Displayed in the Boutique is a variety of jewellery made by Dubai based designer Lilly Anne , whose collection LillyA uses semi precious stones and pearls to hand make personally styled necklaces, bracelets and earrings. The adoring simplicity, yet creative look of Lilly Anne's pieces have left customers in awe of her talent.

Lilly Anne studied Fashion and Textiles in Milan, followed by 10 years working in the sought after fashion industry of London, which enabled her to experience an acute eye for detail.

"I absolutely love working with Lilly Anne," says Kiran. "She makes jewellery perfectly, and because her designs are based on what stones she has at any particular time, she can rarely replicate any of her designs."

Sheer pink, pastels, pearl noir blend as a mirage of colours in Lilly Anne's designs. From the simplest bracelets; consisting of ruby coloured stones, to heavy vintage influenced incorporated design, placed in conjunction with Crème de la Crème in house dress wear, Lilly Anne's jewellery never fails to dazzle those looking for a distinct sense of style inspiration. 

LillyA's signature rope necklaces, cluster rings and flower rings, use soft colours - reflecting nature in its entire splendor. She uses semi-precious stones for her designs combining them with crystals and a myriad of other different beads. Favorite stones include lavender jade, agates, quartzes, amethyst, sun bleached coral and fresh water pearls creating quirky and alluring pieces.

"The recipe for good design is having an acute awareness of popular trends and designs of the past and present," says Kiran. "There is a world of design out there and we all have a part to contribute with our ideas. Lilly Anne has played a significant part in inspiring our customers to be experimental with jewellery, whilst delivering contrary designs to those looking for a simple look."

"I draw my inspiration from travels, fabrics and nature - just about anything with an interesting shape, colour or form," says Lilly-Anne. "Creating really does feel like journey to me. I hope people that are drawn to my pieces feel this and love wearing them as much as I just love creating them."

With an eclectic mix of clothing design, conceptual art and jewellery extravagance, Kraze has opened its doors to unique talent as we know it.

-Ends-

About Kraze
A new concept, multi designer fashion lifestyle store incorporating an expanse of upcoming designers from all walks of the globe. Street fashion from across Europe and The United states to couture designers from the East. Kraze is a platform for new designers and their labels to be represented in a glamorous fashion in the soon to become fashion capital of the world - Dubai.

Located at the Dubai Outlet Mall, Kraze is a promise to establish all new labels as brands of the high fashion world. A mix of Glam meets street attitude under one roof. The store provides different areas within itself to house different designers. With different K-Zones, each label is presented where it rightly belongs, i.e. Glam couture, or Glam street.

It is a one of its kind store being introduced to the high fashion society of Dubai, who have an eye for the latest trends and are willing to pay a price for it. Kraze is not only a clothing store but a lifestyle store, with accessories, footwear, glimpses of art and lifestyle

As a platform for the most stylish and talked about fashion events, Kraze is a 'must be seen' venue for the chic society. Kraze has the best the world has to offer.

Website: www.krazestyle.com

Email: info@krazestyle.com

For more information, please contact:
Nick Langmead
Senior Consultant
Cicero & Bernay Public Relations
Phone: +971 4 334 2966
Fax: +971 4 334 2977
Mobile: +971 50 884 7964
Email: nick@cbpr.ae
www.cbpr.ae

© Press Release 2008