For decades, Amrapali, has survived the gusty winds of change in the fashion world because of its clear focus on technique. Combining traditional jewellery-making skill with a modern aesthetic, the Jaipur-based brand has wowed the swish set with its range of silver and Art Deco pieces. In Chennai to showcase “The Best of Amrapali”, Tarang Arora, the brand's design head, talks about the finer points of the new line. Excerpts:
ORNATE COLLECTION In keeping with Amrapali's design sensibility, this line too is ornate. We have retained our ethnic DNA and slightly updated the pieces to match the demands of today's discerning clientele. We have used silver and silver-gold combo, which is in vogue, for this collection that features pendants, cuffs, earrings, bracelets, necklaces and rings. We've used diamonds and other precious stones in varied cuts.
DESIGN AESTHETIC The point is we like to appeal to those wishing to strike a balance between tradition and modernity. Amrapali is conscious about its USP — versatility. The pieces can be teamed with jeans and shirts or ethnic attire. Our clients are our teachers. We value feedback, it takes us a step further towards achieving our goal.
WHAT'S NEW? Fusion. Jadau jewellery is combined with full-cut diamonds and polki. Some of our past hits have been reworked in light-weight versions.
TRIBAL TREAT Yes, jewellery inspired by tribal motifs is our forte. My father and uncle, who launched Amrapali several decades ago, have a huge collection of antique silver jewellery. They were ardent collections of quaint pieces. So there is a rich repertoire of inspiration for us. Our tribal line is an all-time hit.
TRYST WITH THE WEST It's been a successful one. First, we were invited to showcase our lines at Milan and New York Fashion Weeks. We were also chosen by big retailers in the West such as Selfridges. But now, we have our own operations in London and New York. We have a huge following in the West. That includes Jennifer Lopez and Anjelina Jolie.
RISE AND RISE OF SILVER True. Silver is the new gold. There is tremendous value attached to silver. Those who can't afford too much gold are beginning to combine silver in their pieces. It's become a fashion statement!
MUSEUM AND MOORINGS Yes, it's still on. My dad believed in the three phases of life — learn, earn and return. We at Amrapali hope to follow it. After we are through with our expansion plans, we will turn our focus to the proposed museum for jewellery in Jaipur, our home town. My father's and uncle's collection will be featured here, besides the masterpieces from Amrapali's collection. I'm sure it will be useful to craft aficionados, students of design and tourists.
Amrapali's line is on show today at Evoluzione, Khader Nawaz Khan Road.
