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Diwali @ Louis Vuitton?

October 1, 2010

Diwali – from the Sanskrit word “deepavali” meaning a garland of lamps – is a celebration of victory over evil and light over darkness. This year (like the years past), Hindus across the world will celebrate this joyous occasion on November 5th with family, friends and colleagues of all races, nationality and social diversity.

Diwali is a period that marks new beginnings and represents joy, love, reflection, resolution, forgiveness, light and knowledge. It is much more than the ‘festival of lights’ that it is commonly known as. Diwali is about sharing joy; a revered tradition; a cultural identity that connects people to people.

The growing popularity of Diwali is a reflection of global diversity and India’s increased prominence across the world, both culturally and economically. Last year, President Obama made headlines when he lit a diya (traditional oil candle light) an delivered a heart warming speech wishing Hindus a “Happy Diwali”; this year it was Louis Vuitton who hit the news waves by announcing its collaboration with noted Indian artist Rajeev Sethi in creating window displays featuring hand painted LV trunks that will glow from within simulating the presence of a diya. LV will also create limited edition Diwali inspired dresses. From traditional culture to modern day fashion inspiration– one thing seems clear – Diwali is no longer a celebration confined to India, Hindus or its culture.

From L-R: Louis Vuitton store, ananya Diwali cards, President Obama lighting a diya, ananya Diwali cards and candles lit for Diwali celebrations

With the increase in mixed marriages, there is a desire to pass on each tradition and culture to their multicultural children. Diwali is no different. Last year ananya created bespoke Diwali cards to represent one such multicultural union, between a Hindu bride and a Catholic groom, celebrating Diwali.

Part of the beauty of Diwali is colourful greeting cards adorning the home in the days leading up to the celebration. There is much joy in both sending and receiving a ‘paper’ card, beautifully designed to represent the culture and joy of the celebration it depicts – a joyous sentiment that can sometimes be lost in translation in viral or email messages.

Why not bring joy to your family and friends and send them one of ananya’s unique Diwali cards. Think of the smile when your loved ones open the post – priceless. There are Diwali cards for all budgets – from plain to cards embellished with sparkling crystals, as stocked in Harrods.

Place an order by 15th October to get a 10% discount. Simply quote ‘ananya life 10’ when you call +44 (0)20 7242 1877 or email

We at ananya wish you all a very Happy Diwali and a Prosperous New Year.

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