In conversation with Akanksha Arora, CEO, Tribe Amrapali,
on the story behind the Kalai collection.
Tribe Amrapali presents an exclusive collection of gold-plated silver jewellery inspired by the classic Thanjavur paintings-also known as Tanjore painting-and temple architecture of South India. Well-known for making silver, gold-plated silver and fashion jewellery for the contemporary generation, Tribe Amrapali brings together rich and vivid handmade figures of Hindu gods, goddesses, and other religious iconography along with pearls, turquoise, onyx, and lapis. An offbeat offering, the Kalai collection is tailored to appeal to the aspirational luxury shoppers of today who want to own unique, artistic and affordable pieces.
Here, Akanksha Arora, CEO, Tribe Amrapali, shares some fascinating aspects behind the making of this culturally honed collection.
(Edited excerpts)
FL: Why did you turn to the Thanjavur art style of South India and how did you adapt the religious iconography and elements of local folklore into a wearable jewellery line?
AA: India has always been a great source of inspiration for us. We are always amazed by the things we find here. Thanjavur painting is a classical South Indian painting style, characterised by rich and vivid colours and glittering gold foils. The collection has embossed paintings, which give a 3D effect painted with 24kt gold. We have added colourful stones and pearls to the jewellery pieces, crafted in silver and gold plating.
The collection has embossed paintings, which give a 3D effect painted with 24kt gold. We have added colourful stones and pearls to the jewellery pieces, crafted in silver and gold plating.
AKANKSHA ARORA
FL: Could you decode the statement pieces or key offerings of this collection?
AA: All the pieces are different, created to bring out the beautiful art of Tanjore paintings, all of them have different colours, iconography and forms. So, all the pieces are unique in themselves. If I have to pick one, then it will be our best-selling Ashtabhuja Ganesha necklace.
FL: Who is the target audience or muse of Tribe Amrapali and what styling tips would you like to offer them?
AA: The Tribe muse is one who is bold, fearless, experimental and fun. She is rooted yet modern with a refined trendsetting personality. She is the one who wants to buy something which is trendy and luxurious yet affordable. We want her to be at ease and style the pieces however she wants. In fact, we look forward to seeing how people style our jewellery; it’s their form of expression and we love to see that.
FL: What do you have to say about evolving styles and sentiments in the luxury jewellery segment today?
AA: I think consumers now know what they want, they have access to a lot of information, so they are more into conscious buying. We try to design and curate collections, which appeal to their sensibilities. The concept of luxury has also changed, now people are open to other metals apart from gold. So, our idea is to give an experience of affordable luxury to our customers with silver and fashion jewellery.
FL: Any anecdotes from the Kalai making diaries?
AA: The making of the collection took a decent amount of time. The production was divided into two halves, first the paintings were made by our artisans and then the jewellery was crafted. It was an enriching experience for the entire team, as a great amount of research goes behind every creation, and it is with our collective efforts that we reach our goals.