Inspired by an ancient love story

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A love affair with handbags had accessories designer, Shreya creating a line inspired by it.

‘JIJU – Of a Legend Born’ is an ancient love story set in the Eastern realms of Earth from the age of the Puranas (of very Ancient times) and the beauty of this tale influenced the designs and the brand name, BagsByJIJU.

The line successfully merges modern Asian sensibility with a global style, reflecting Shreya’s Singapore heritage.

“I penciled the first stroke trying to capture the delicate moment of aesthetics meeting practicality,” she said. “My Asian heritage juxtaposed with my global palette.”

The design studio BagsByJIJU was set up in a small Flora Road apartment in the eastern shores of Singapore. Each creation is lovingly moulded from the first sketch to the last stitch.

“My bags are fresh perspective from a new source of fashion,” said Shreya. “The mix of cultures is the backdrop I have used in my leather by combining textures, colours and patterns. Combinations are the mainstay of my designs.

“It is not only the structure of each bag that is different, you can see the detailing that has gone into each design using an amalgamation of colours and textures and materials. Just like life in my hometown.”

The collection has been selected by a jury to appear at the ‘Who’s Next’ in Paris this July.

“My plans are to expand the brand from leather bags to jewellery and apparel using a combination of leather, metal and new material,” she said. “I want to be represented in Australia and grow here. I want to see JIJU in stores being accessible to the Australian woman.”

Australian buyers can view the new collection of BagsbyJIJU at Fashion Exposed on stand 1906 from 16-18 August at the Sydney Showgrounds, Olympic Park.

For more information or to register, visit



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