A bridge from lux­ury to ex­trav­a­gance

Enterprise - - Interview -

At heart, I am a slave to fash­ion and the lat­est trends. keep up with the lat­est styles, mo­tifs, colours and de­signs. I go to sev­eral trade fairs and buy ev­ery cat­a­logue. There is al­ways some­thing new and ex­cit­ing.

My jew­ellery is a true union of the east and the west and I im­bibe the best of both trends. I love Graff, Grisogno, Bul­gari and Van Cleef in the west, and in the east, I look at all our tra­di­tional pais­ley, matka and bali styles and the use of ex­plo­sive colour. I am designing di­a­mond hoops with desi flow­ers and chaand balis with Tai­wanese co­ral and Irani firoza (turquoise). My jew­ellery has a dis­tinct sig­na­ture style which cuts out fuss and con­cen­trates on straight lines. I dis­like com­pli­cated stuff and stick to one theme within each piece.

When I started work­ing with this stone, I felt the ex­cite­ment and joy that peo­ple feel when pur­chas­ing a di­a­mond. It is be­yond words. When my clients re­ward them­selves or their loved ones with this for­ever gem they feel like they are cross­ing the bound­aries of decadence. It is a truly ad­dic­tive feel­ing, a bridge from lux­ury to ex­trav­a­gance. It is the ultimate thing to wear. You re­ally can­not get be­yond this, and I feel I have found my forte.

Jew­ellery-mak­ing is a vast art. When you choose your medium, you choose your palate and you set your bound­aries. It sets a fo­cus for me. There is a mas­sive de­mand for jew­ellery at times of wed­dings, births and an­niver­saries. In the west, it is a lux­ury, so in times of re­ces­sion, sales tend to drop. In the east, it is a ne­ces­sity so all east­ern mar­kets (Hong Kong, Sin­ga­pore), in­clud­ing Pak­istan, re­main buoy­ant. This al­lows busi­ness to con­tinue even if the world econ­omy is soft.

Sara Taseer Shoaib

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