THE DREAM MER­CHANTS

FOUR JAIPUR HOUSES OF JEW­ELLERY CHART THE CHANG­ING FACE OF THE BRIDAL AES­THETIC WITH TOP TRENDS FOR THE COM­ING WED­DING SEASON

India Today - - NEWS YOU CAN USE -

Of all the wed­ding wows, none cap­tures de­sire more provoca­tively or por­trays pas­sion more con­sum­mately than jew­ellery. The daz­zling dance of metal and stone has evolved through leg­end and lore to move be­yond price and in­vest­ment to crafts­man­ship and ex­clu­siv­ity. The new bridal aes­thetic wears its van­ity not lightly but taste­fully. Where less is more and state­ment pieces rule, we chron­i­cle four houses of jew­ellery, all from Jaipur, that have re­de­fined the chang­ing face of this sparkle saga. From a 280-year-old brand that fur­nished the whims of Ra­jputana roy­alty to a brand only 17 years old that’s al­ready de­sign­ing for the royal fam­ily of Abu Dhabi, these dream catch­ers be­deck Hol­ly­wood beau­ties and Bol­ly­wood stars alike. If you can still vividly re­call the golden heave of Brad Pitt’s ar­chi­tec­tural ch­est in a cobalt blue toga as Achilles, in but fail to re­mem­ber the beaten gold, en­graved neck­piece he sports, your na­tional pride could be called into ques­tion, be­cause all the jew­ellery worn by Achilles, He­len, Hec­tor and Paris was de­signed by Jaipur-based jew­ellery pow­er­house Am­ra­pali.

If that doesn’t make your ch­est swell with pride, it should at least sur­prise you to know that the fairly young brand (founded in 1978) had its roots in the quiet by­lanes of Chameli­wala bazaar in Jaipur. A non-de­script mar­ket, “where the Am­ra­pali shop was the last stop on the dead­est lane of

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