Semiprecious Stones to Fresh Water Pearls
Inspiration I have had knack for semiprecious stones because of their beautiful colours and textures, when I was in my last semester of National Institute of Fashion Technology (Accessory Design) I designed an entire collection with an inspiration from the Rio Carnival which has beautiful semiprecious stones, alluring colours and too much of drama. I received an overwhelming response for the same. Belonging to a business family, I always wanted to start with something of my own, after days and days of brainstorming I came up with “Hyperbole” - a figure of speech which means exaggeration of small things, so is the brand language of ours.. our jewellery yet being a small piece of wearable art is making statement and enhances the wearer’s personality. The journey so far Journey of Hyperbole Accessories has been a great rollercoaster ride. From sourcing to coming up with fresh designs, marketing and pitching it to different stores for collaborations it has been exciting and being always on my toes. Right now Hyperbole has its presence in more than 10 countries, we are associated with more than 25 stores, over 40 celebrities have worn our designs and have a wide clientele all over the world who adores baubles from Hyperbole Accessories.
Uniqueness We don’t restrict ourselves in terms of the materials we use while crafting our jewelery. From semi-precious stones to fresh water pearls, shells, Swarovski crystals, enamel, we have our hands on everything so that our client gets to see fresh design every week.
Retail space Physical space is definitely important, but I was never inclined towards physical space. For us, online front has worked really well as it has given us exposure worldwide. Physical space takes so much of investment and it doesn’t give good exposure as online does.
Online Vs offline From personal experience I would any day suggest online retailing than offline format, with very minimum expense you can reach out to the world.
Target audience We always have a pocket friendly category design section especially for students and middle class audience, and they definitely purchase a lot from us. It’s all about affordable fashion that we target.
Indian jewelery sector Indian Jewelry sector has seen a drastic change over the period of 5 years, people have started investing in semi-precious jewelery and non precious metals, because of the versatility in designs, especially the young crowd who like such designs and may find regular gold jewelery a little boring.