The world of Narayan Jewellers is filled with wonders of ruby red and emerald green, layered necklaces, chokers, jhumkas, and more. Step inside to experience the rare brilliance.
Ketan Chokshi, jewellery designer and MD, Narayan Jewellers, shares sparkling wisdom on what constitutes the novelty of demand in a post-pandemic world, how a new generation of brides are balancing global looks with heritage feel, and how the launch of exclusive pieces make the jewellery house command its spotlight. Read on to discover the versatile summer silhouettes and palettes and how and why you should invest in luxury jewellery.
(Edited excerpts)
FL: How would you describe the journey of the brand?
KC: It has been a beautiful journey of great learning and experiences. A brand that was started with 51 rupees is today a modernist- traditional luxury designer brand. Spanning 80 years of rich tradition and contemporary designs steeped in postmodernism, Narayan redefines the very notion of global luxury from limited edition to one-in-a-million as every piece is unique. From one store in Vadodara, to showcasing on the runways of New York Fashion Week, FDCI India Couture Week and Lakmé Fashion Week in India, to boasting of a celebrity clientele, Narayan has been well-appreciated for its transparency, trust, purity, and artisanship for over eight decades. We are one of the most-awarded jewellery brands in India for our engineered designs. We are now an omnichannel with the launch of our e-commerce platform and we have major global expansion plans in the coming years.
FL: Could you tell us about your latest collection?
KC: With the launch of our e-store at narayanjewellers.com, we have launched new collections in the ‘Elegance’ and ‘One in a Million’ categories. Our One in a Million category showcases our unique craftsmanship where we do not create another piece of the same design. We unveiled our new bridal collection, ‘Myrah’, which translates to an aristocratic lady giving an air of regality with an elusive and elegant appeal. A part of the One in a Million category, Myrah showcases beautiful polki jewellery in pastels in resplendent cabochon-cut rubies and Zambian emeralds. Comprising multi- layered necklaces, jhumkas, chokers, matha pattis, naths, kadas, rings, armlets, the collection is meant to make every bride feel elegant and patrician. Our new collection in the Elegance range comprises stackable bracelets called Be You and layered chains called Layered You.
FL: How would you describe the bridal jewellery USP at Narayan Jewellers?
KC: Today’s young bride has a global vision and it is often a challenge for the Indian bride to balance her style with traditional wedding jewellery silhouettes. Narayan Jewellers, however, has mastered this art. The brand’s 80-year-old design legacy resonates beautifully with young brides. We customise a bride’s entire jewellery collection as it has to be the perfect lifetime fit. We embark on this journey with brides and handhold them to make their dream vision a reality. The bridal pieces at Narayan Jewellers stay relevant year after year as they are styled with elements of contemporary sophistication. Prospective brides come to us demanding unique jewellery designs meant to be cherished and passed down through generations. We meet the bride – who is generally accompanied by her mother or a trusted family member – to understand the finer nuances of the wedding and the predominant design aesthetic. After considering all the details, the right composition is created. At the Narayan bridal studio, the motto is to sell a composition, not jewellery!
FL: What is an ideal summer jewellery look?
KC: Light chokers with studs in pastels such as Zambian emeralds and cabochon rubies will look perfect for a summer wedding. The idea is to be comfortable yet look chic and classy!
Today’s young bride has a global vision and it is often a challenge for the Indian bride to balance her style with traditional wedding jewellery silhouettes. Narayan Jewellers, however, has mastered this art.
KETAN CHOKSHI
FL: Any icon who, according to you, rocks the vintage style?
KC: I admire the way the erstwhile royals of India showcase their vintage-style heirloom designs with such elegance and panache.
FL: What has changed in the Indian luxury jewellery space?
KC: I feel people have started understanding and differentiating the concept of luxury. Luxury is not only about opulence or richness but it’s the right mix of legacy, rarity, craftsmanship, sustainability, and most importantly, bringing more aspirational value to customers by giving them the feeling of owning a prized possession.
FL: What role does popular culture – films and shows – play in shaping or influencing demand?
KC: I feel more than influencing demand, pop culture influences design or stylistic trends. On the other hand, the festive seasons, weddings, and other traditional events influence demand.
FL: After a slump, buyers seem to have returned to traditional stores this festive season. What are your observations?
KC: This year with the grace of God and with COVID-19 being milder, people are doing better. They are settling in with their finances. Of course, inflation still continues to affect consumers, but more or less, the festive season has started on a positive note. We are expecting good numbers this quarter. Although there is an impact of inflation, we see growth from last year.
FL: What styles will dominate the festive jewellery space this new year?
KC: Polki chokers in precious coloured stones in pastels and single-layer diamond necklaces will dominate the festive space, while layering and elaborate neckpieces will be seen dominating the bridal spectrum.
FL: Any rule of investing in jewellery that would be useful for aspirational buyers?
KC: Always go for hallmarked and certified pieces to ensure purity and resale value. One can also opt for gold schemes where the consumer pays 11 instalments and the jeweller pays one instalment such that they can buy gold jewellery worth that price.
Text By: Aishwarya Chattoraj