It's a little difficult to take someone with a name like "Jagatsharan Jit Valaya" lightly! Not one to rely on the name alone JJ valaya ensured that he had the Prix d'Incitation, the Elyxa award, the Thapar Dupont medal, and the first prize at the NIFT Alumni Competition firmly under his belt by the time he graduated! No mean feat that! 

Unlike most fresh graduates, Valaya immediately launched his own label. His first collection promptly bombed- much to the gratification of the "wise ones" propounding the theory of freshers obtaining experience before burning fingers in their own ventures!! 

JJ Valaya was born in the princely city of Jodhpur in Rajasthan in 1967. Perhaps this could explain his penchant with the bygone era of Royal India. As a child he showed a special interest towards the Arts. For years in school he received top honours in the field of Fine Arts. In 1987 JJ began to pursue a career in Accounting but was soon convinced that his heart lay elsewhere. That's how he landed up at the National Institute of Fashion Technology (NIFT).

Having managed the tough entry in, he also mastered the fine art of surviving in NIFT 

The landmark years ……….
And true to business folklore, as always, it is the financial guy who comes to the rescue of the creative genius ! So JJ then took the tried and tested path of teaming up with his brother, who is now his financial manager . This was year 1991 . But it did not take long for the designer who is legendary his fashion shows, to bounce back with a vengeance ! The story that started with the disastrous launch in Calcutta, graduated onto the opening of his first store in Delhi's upmarket Vasant Kunj area in 1992. Come 1993 and Valaya was retailing his creations in every major city in India.

Not content with just garments, Valaya conquered the lifestyle segment with his boutique aptly christened "Life". A pot pourrie of soft furnishings, signature tapestries, designer accessories, artifacts, furniture, objects d'art…and of course -garments. Spread over an entire acre, this haven for art lovers was established in 1996. 

Having effectively established a presence on the national fashion scene, in 1998, JJ turned his attention beyond the Indian shores. Hitting the American market first, he portrayed his creations at the Plaza Hotel, New York along with the American designer Todd Oldham. With a couple of more shows on the anvil, Within a span of less than 10 years, the designer has covered major strides towards international fame.

JJ began by transforming the modest salwar-kameez into something striking, simply by incorporating the conventional zardozi, lush brocades, tissues and exquisite embroidery were his forte, and he still banks on these for his signature styles. The current buzz, though, comes from his pręt Studio Valaya line, a simpler, more wearable line of contemporary classics, facilitated by a tie-up with Celanese Acetate, the largest producer of acetate yarns worldwide, giving him access to a range of lavish, versatile fabrics. 

With a new outlet at Crossroads, the up market shopping mall in Mumbai, 'Life' in Delhi and with outlets retailing his garments in all the other metros, JJ seems to have India pretty much wrapped up. The UK and USA beckon invitingly. Superstitious to the extreme he won't talk about it yet all he lets out is, "Umm there are plans… but nothing has really crystallized as yet."