India on design map

The world is raving about Indian jewellery designs and confirming the fact was the 84th Academy Award event, which witnessed celebrities flaunting their love for Indian jewellery designs. In the past as well, many international celebrity and politicians have made style statement by combining the traditional Indian designs with western outfits. While the big picture is brighter than what meets the eye, we talk to few Indian designers who’s designs have impressed the international clientele. The trend has more than one aspect to it, as it not only confirms the popularity of Indian designs but also establishes the nation as more than just a cutting and polishing centre, a design destination for the world.

Dazzling diamond jewellery that pronounces richness and grandeur never fails to impress a woman’s heart. Irrespective of the nationality or culture, rich Indian motifs and other curvaceous designs have made many news makers go weak, as they not only get adamant to possess the piece but also flaunt it.

Talking about India as world’s design destination, Vijayshree Sovani, a freelance jewellery designer says, “Till now India was one of the biggest consumers of gold but now there is an explosion of world class jewellery designers. Most Indian manufacturers now have international presence and more and more revenue is now coming from outside. Similarly, Indian designs too, are now being appreciated and like olden times when Indian craftsmanship was the toast of the world we are slowly making a comeback. There is a lot for India to do and prove in the field of jewellery designing and our rich history and culture are going to be our weapon.” Sovani’s award winning bracelet (Rio Tinto Diamond Jewellery competition), namely—The sand of time—was showcased at the Stylelab Red Carpet Celebrity Suite for the Oscars 2012. Tabatha Coffey hosted the TV Guide Oscars Red Carpet wearing the Silvermist Diamond Cuff. Coffey is a celebrity hair stylist of Hollywood and also has her own reality show “Tabatha takes over” on the Bravo channel.

Seconding the thought was Tarang Arora of Amrapali Jewels. The brand enjoys much popularity across the globe and is known for its rich Indian designs.

“Unlike the common perception, India is hugely popular as a fashion and design destination. Be it in apparels or jewellery, Indian designs and patterns have huge international admirers and clientele. Not only Indian designs and designers are popular in the international scenario, but we also see many foreign designers adopting Indian designs in their creations,” Arora points out.

He also adds that jewellery like anklets that have its root in Indian culture are now a part of the fashion scene in West. “The Indian design language is being translated all across the globe and also well-received by many international companies, who are using it to make their product unique and timeless,” says Arora.

Talking about the preferred Indian pattern, Arora says that Jadau jewellery with lot of coloured stones and paisley motifs are quite popular among foreign clients. “International clients appreciate fusion, as it gives them an opportunity to match the jewellery pieces with various kinds of outfit. We do fusion with Indian aesthetics and it has worked very well for us so far.”

Expressing her admiration for Amrapali Jewellery, Hollywood celebrity actor Megan Fox says. “I like jewellery that feels like a person made it, like a lot of love went into it. I’m feeling the love from this piece by Amrapali.”

Academy award winner Hale Berry is self proclaimed admirer of Amrapali Jewellery because of its creativeness and uniqueness.

Sovani says that she gets design requirements for both diamond as well as coloured stone jewellery. “International clients focus more on sophisticated unique design. They want unusual shapes and motifs to be incorporated in jewellery. However, some international clients also look for traditional royal Indian kind of jewellery. International clients are interested in traditional Indian jewellery especially gemstone jewellery. Indian style heavy bridal necklaces with gemstones and diamonds are increasingly in demand in Western nations. Some of them want a complete Indian look in the designs especially the Indian clients abroad,” she adds.

Reena Ahluwalia yet another name making her presence felt on the global red carpets. She is a Torono based jewellery designer and owner of Reena Ahluwalia Design Inc. Her multiple-award winning body of work reflects her passion for diamonds and statement-making jewellery pieces. She was also the chosen designer by Rio Tinto who designed a striking necklace offered to A Lister Hollywood personality Marcia Gay Harden. “The reviews for my ‘Canoe’ necklace were overwhelming. The design was highly appreciated and was truly loved by Marcia. I chose to tell the story of Canada which is my homeland and that made all the difference.”

She also stressed on the fact that the Internet and extensive traveling has helped worldwide designers to create a piece, which is appreciated in any corner of the world. “These days jewellery deisgners are well travelled and highly aware of various cultures, histories, colours and textures which enables them to design exquisite jewellery. Indian jewellery designers have an advantage in this global melting pot owing to the rich culture and history of India where the Maharajas of the 1800s laid the foundation stone for out-of-the box jewellery. Jewellery making and wearing is apart of the everyday aesthetics which gives Indian jewellery designers the head start and compel the world to take notice of their talent and creativity.”

As a tip to the aspiring Indian jewellery designers she says, “It is important to know yourself from within. Your capabilities, your inspirations, your story—all play a very important role in jewellery designing. Add your own interpretations to your designs and you have a wonderful jewellery piece without a doubt.”

As rightly put by Tarang Arora, not only Indian designer are making an international mark, but also Indian designs are getting world wide- acceptance and being adopted by designers of the other countries. Many international jewellery shows vouch by the fact that Indian designs are getting hugely popular among the western clients, who are much impressed with the richness and royalty that Indian motifs and intricate designs emphasise on.