From Jaipur to Harrods
AMRAPALI’S CEO AKANKSHA ARORA ON THE IMPORTANCE OF REMAINING TRUE TO YOUR HERITAGE IN THE INCREASINGLY COMPETITIVE WORLD OF JEWELLERY DESIGN AND RETAIL.
Amrapali’s CEO Akanksha Arora on the importance of remaining true to your heritage.
Being surrounded by gleaming ruby neckpieces, shimmering emerald rings and priceless diamond bracelets comes naturally to Akanksha Arora. “My mother was a jewellery designer and I have very fond memories of growing up watching her fine tune designs,” says Arora, who holds a three- year diploma in jewellery manufacturing, designing, diamond grading and gemology from the Indian Institute of Gems and Jewellery ( IIGJ), Mumbai. But little did Arora realise that she would soon go on to become the leading lady of Indian jewellery as the chief executive officer of Amrapali Jewels, a brand that has nurtured 36 successful retail outlets across 20 countries.
“When I married Tarang ( the son of Amrapali’s co- founder, Rajiv Arora) I wasn’t planning on taking on an active role in the company. I joined the firm only in 2007 as the head of design,” reflects Arora. “I love the process of design. It’s a lot of fun to see your imagination come to life and your designs being worn by someone else. Even today I feel so proud when I see people wearing our jewellery. Design is also a changing process, so one can never get bored. All our pieces are tailored according to the market and emerging trends. For example, we try out simpler pieces in London, while the Indian market has a higher demand for chandabalis, jhumkas and mang tikkas,” adds Arora.
Today Amrapali’s team of ten talented designers have a host of achievements to their name. From designing an exquisite crown for Harrods in celebration of the Queen’s Diamond Jubilee in 2012 to crafting special pieces for royalty, celebrities and corporate honchos from across the globe, this 36- year- old brand has certainly come a long way from its humble origins in Jaipur. “We’ve worked on pieces for actors Aishwarya Rai, Deepika Padukone, Abhay Deol, Amitabh Bachchan, Anushka Sharma, Jennifer Lopez, Kelly Osbourne, Angelina Jolie, Halle Berry and Rihanna to name a few. But my favourite collection remains our heritage lotus collection. which has been inspired by our brand logo,” says Arora.
Unveiled as a vintage collection, the lotus- inspired pieces range from royal neckpieces with multiple rows of ruby drops to delicate feather earrings and vintage cuffs. “We have recently
FROM DESIGNING AN EXQUISITE CROWN FOR HARRODS IN CELEBRATION OF THE QUEEN’S DIAMOND JUBILEE IN 2012 TO CRAFTING SPECIAL PIECES FOR ROYALTY AND CELEBRITIES THIS 36-YEAR-OLD BRAND HAS COME A LONG WAY FROM ITS HUMBLE ORIGINS IN JAIPUR
rebranded Amrapali and our new logo is the lotus, to symbolise our heritage and Indian roots,” adds Arora.
Interestingly, branding has now been Arora’s focus for the last few years as CEO of the firm. Her efforts have been the driving force behind the company’s new website along with a four- year partnership with renowned designer, Manish Arora. “We launched our website last year with a team of just two people working under my supervision. Today the site has become so popular that it stands as a retail outlet on its own. It’s important for brands to have an online presence as this not only increases customer interaction and brand value but is also a great way to display videos, news nuggets and other bits of information regarding the company,” explains Arora, who now shuttles between New Delhi and London handling the brand’s International Trade Fair Operations and design team. “I don’t get much time to design pieces of my own today because marketing takes up so much of my attention. That being said, every piece we produce goes through a process of strict quality control and feedback. The entire team has a say on the final product and we take into account a variety of factors such as quality of materials, craftsmanship, detailing, creativity and exclusivity before unveiling any new collections,” says Arora.
When asked about the perks of working in a family- run business, Arora insists that everything is not always as comfortable and easy as it seems. “Yes, there are days when I can go late to work or extend overseas work into holidays but because it is a family business the efforts one has to put in is much more as well. This company is like my child and I have a huge stake in ensuring its success,” says Arora. “There’s also the fact that since both my husband and I are in the same office, dinner table conversations usually revolve around jewellery and design as well,” laughs Arora.
Looking ahead Arora is now planning to add new partnerships with international designers to add a new dimension to the brand. “You have to keep on growing and innovating. But no matter what it is always important to remember your original values and heritage,” says Arora.