For JJ Valaya, fashion has always been about storytelling — of journeys, dynasties and craft traditions that stretch across centuries.
Now, as his label approaches 35 years, the designer is expanding that narrative into accessories. The newly-launched JJ Valaya Accessories marks the house’s first dedicated handbag line, with styles like an oversized velvet clutch, a mini flap bag, a contemporary batua belt bag, and the Raj–Jagjit bag, which carries a deeply personal story.
For Valaya, the move felt instinctive. “Historically, for any fashion brand, extending into accessories becomes a very natural progression,” he says. “Over the years, our clientele has asked for pieces that carry the same sense of heritage and recognisability — but may not necessarily be a full garment.”
Handbags, he explains, offered a way to translate the label’s design language into something more functional. “A couture garment might come out on special occasions, but a bag becomes part of your everyday identity. You could be dressed in something very simple and modern, and a statement bag can transform the entire look.”
Craft at the core
Valaya has long described himself as a student of history and craft, and that sensibility remains central to the accessories line. The bags — presented in jewel-toned shades of emerald, burgundy, midnight blue and ivory — are crafted in materials such as velvet and quilted leather, with suede-lined interiors. Their surfaces are richly detailed with embroideries executed in resham thread, sequins, crystals and zardosi. Semi-precious stone embellishments are developed in collaboration with specialist artisans in Jaipur.
“We do museum-quality embroideries,” Valaya says. “India has some of the finest artisans in the world, and there is absolutely no reason not to celebrate that. Even the great European houses rely heavily on Indian craftsmanship.”
For the designer, luxury must also carry the promise of longevity. “When you invest in a beautiful object, you want to use it again and again, perhaps even pass it on,” he says. “That is the joy of finding a vintage piece from a great fashion house — it still feels special decades later.”
A deeply personal design
At the centre of the collection is perhaps its most emotional piece, The Raj– Jagjit bag, named after the designer’s parents.
The design consists of two connected bags that can also be used separately. The larger Jagjit bag represents his father, while the smaller Raj bag symbolises his mother. “You carry them together almost like an embrace,” Valaya explains. “The larger one becomes the protective presence around the smaller one.”
The tribute reflects the influence his parents had on his life and work. His mother, he recalls, spent time teaching embroidery techniques at army welfare centres, while his father, an army officer, instilled a strong sense of discipline.
“They were the foundation of everything that shaped me,” he says. “So naming the bags after them was really a way of preserving that memory and honouring their values.”
The idea for the design had existed for years. “I sketched it almost five years ago,” he adds. “I always knew that if I ever started an accessories line, this had to be the piece that began the journey.”
JJ VALAYA walks the ramp during R|ELANTM X JJV.KAPURTHALA at Lakmé Fashion Week 2024 at Jio World Convention centre in Mumbai, India on 14th March 2024.
| Photo Credit:
Perfect Shadows / FDCI x Lakme Fashion Week / RISE Worldwide
The idea of the modern heirloom
Beyond individual designs, Valaya sees the collection as part of a broader philosophy, creating what he calls “modern heirlooms”.
He believes modernity has little to do with fleeting fashion cycles. “Modernity is often misunderstood as following trends,” he says. “But true elegance comes from having a strong sense of identity, knowing who you are and how you want to present yourself.”
With the label already developing future collections for upcoming seasons, the handbag line appears set to become a lasting new chapter in Valaya’s design journey.
The handbags, priced from ₹39,000 onwards, are available at JJ Valaya stores in Delhi and Mumbai, as well as online at valaya.com
Published – March 13, 2026 03:36 pm IST
