Jet Airways unveils bespoke crockery onboard its First Class and Première cabins

Jet Airways, India’s premier international airline, today unveiled a new line of bespoke crockery from the house of William Edwards – one of Britain’s leading and awarded ceramic designers, in its endeavour to redefine the in-flight dining experience for its guests. The concept for this new Jet Airways’ service drew inspiration from the airline’s corporate identity and has created a distinctive “look” for both Première and First Class, differentiating it from other airline brands.

The design elements of the new crockery incorporate the traditional hand decoration techniques of English potters in the Stoke-On-Trent area, handed down from generations. It involves the use of formal and intricate decorative techniques in the development of a range of fine bone chinaware, often prided as collector’s pieces. Working mainly on special commissions, the William Edwards hand wrought tableware for Jet Airways sets the airline’s hallmark onboard service to a new level. The First Class collection utilises a style and colouration that picks up on the warm rich colours and textures associated with Indian culture, with the use of precious metal – real gold and gold mica to add richness to the collection.

Using a similar design format – the Première collection is set apart from the First Class line by incorporating platinum and silver mica, to reflect “corporate smartness” with a subtle combination of both white and decorated items, delivering an exclusive appearance to the Première guests.

Furthermore, the classic shapes of the round rimmed tableware and the contemporary colours and styles are juxtaposed to create a fine balance. The product’s twelve month journey from concept to delivery stage stands testimony to the dedication and attention to detail displayed by the in-house team responsible for developing the product. According to designer William Edwards it was an “extended creative process”.

In addition, the airline will also redefine the in-flight dining experience for its guests with a range of varied and delectable Indian and international menu options, effective May 5, 2011 for First Class guests, and June 1, 2011 onwards for Première guests. Guests may also customize their meals as per their tastes, choosing exactly what they would like to eat.

The meals in India are prepared by the Kitchens of Oberoi and in London by the iconic Bombay Brasserie, which was awarded Tatler’s ‘Restaurant of the Decade’ and a pioneer of traditional and authentic regional Indian food in Europe.

According to Mr. Sudheer Raghavan, Chief Commerical Officer, Jet Airways, “At Jet Airways, we have always endeavoured to provide our First Class and Première guests with an unparalleled in-flight travel experience- including a world-class in-flight product, superb service, and class-leading cuisine. We are confident, that with the introduction of this  elegant, bespoke crockery from the house of William Edwards, as also our new meal concepts, will be much appreciated by the discerning global traveller.”