Source: Vogue
We dig into the jewellery boxes of a growing tribe of Indian women who are investing in precious bling to wear on the daily
When Rashi Sanghvi and Aakriti Tapuriah launched STAC Fine Jewellery five years, it was because they couldn’t find easy jewels to elevate their quotidian wardrobes. “Access to hassle-free western fine jewellery that we could wear every day without worrying about it tarnishing was a real struggle. We identified a huge gap in the market during our personal hunt,” explains Tapuriah. STAC isn’t the only one to have jumped at this opportunity. Options for everyday fine jewellery in India — a market that was once largely saturated with bridal and elaborate occasion wear jewels — are only on the rise now.
Cases in point? Legacy brand A.S. Motiwala has ventured into more casual pieces with their brand Faith by ASM. Jewellery house Amrapali rolled out Legend Amrapali this July to give their patrons modern jewellery using traditional craftsmanship. Soon after, Vanraj Zaveri, from the family behind 150-year-old jewellery brand Tribhovandas Bhimji Zaveri & Sons, launched Zaavorr focusing on affordable jewellery that wouldn’t be relegated to the locker. Sabyasachi’s recent line of ‘intimate fine jewellery’ comprises easy-to-style pendants, drop earrings and rings made of VVS diamonds, 18K gold and black onyx. Anu Merton’s crystal quartz rings and drop pendants found immense Instagram fame during the pandemic.
I found proof in my own wish list too—a jade and diamond stackable chakra bracelet by Ananya, a talismanic pendant from Hanut Singh, a diamond-studded hamza necklace and a tennis bracelet. A slim gold white chain and a delicate diamond and gold alphabet pendant from my mother’s jewellery box also recently made its way to mine. In fact, the very first piece of precious jewellery I got myself six years was a custom diamond ring that I’ve worn daily ever since. Every time I see a piece of jewellery I like, the first thought is: can I wear it with the existing outfits in wardrobe? And more importantly, can I wear it often?
First things first: Why now?
Turns out, there are many others like me. “Everyone is living in the present and wants to enhance their current life(and wardrobe), more so since the pandemic. Women now want to enjoy their fine jewellery as second skin. They don’t want their purchases to be dictated by occasions that come around only once or twice a year,” explains Zaveri. Tara Daswani, whose contemporary fine jewellery Tara Fine Jewellery is replete with stackable rings, layered necklaces, enamel pieces statement cuffs and earrings, agrees: “Our generation is a bit fed up of enormous pieces that can only be worn to weddings.We want wearability and ways to express our style,” she says. “When we flick through magazines or scroll through Instagram today, we see a lot of light, fine jewellery styled with just about every outfit. It has helped encourage the understanding that fine jewellery can be cool, casual and effortless too.”
