MOD­ERN BEAU­TIES

Jaipore By Ritu Au­rora is built lt on beau­ti­ful de­signs, mar­ket aware­ness and a high level of trust from its cus­tomers

Singapore Tatler Jewels & Time - - Singapore Tatler 10 -

Dato Ritu Au­rora was smil­ing from ear to ear at a re­cent wed­ding cer­e­mony she at­tended.ded. The founder and de­signer of Jaipore By Ritu Au­rora had spot­ted many of her jew­el­ery y cre­ations. That her clients look re­splen­den­tent in her cre­ations is the big­gest com­pli­ment she can get as a de­signer.

The Sin­ga­porean – In­dian started the brand about 27 years ago when there wasas a pre­con­ceived no­tion that In­dian jew­elleryy was all about gold. Dato Au­rora, de­ter­mined not to let that hold her back, went against the grain and cre­ated fash­ion­able and con­tem­po­rar­yary de­signs, which her clien­tele, es­pe­cially the he so­ci­ety ladies, loved. She has since not looked back and the busi­ness has es­tab­lished a promi­nent pres­ence in the re­gion.

An acute un­der­stand­ing of mar­ket de­mands has helped the busi­ness thrive. Dato Au­rora, to­gether with her son Nikhil, un­der­stands that Sin­ga­pore, Malaysia and Indonesia are the brand’s strong­est mar­kets. But they are also aware of the dif­fer­ences in tastes of con­sumers from th­ese coun­tries. Sin­ga­porean clients pre­fer dain­tier, highly wear­able pieces, while Malaysians and In­done­sians plump for spec­tac­u­lar, one-piece-only cre­ations to stand out at par­ties, galas and events.

The Au­ro­ras have forged strong re­la­tion­ships with their clien­tele over the years. Very of­ten, the clients place so much faith in their cre­ations, that they com­mit to the be­spoke de­signs by just look­ing at the sketches and the raw stones alone. Such is the high level of trust be­tween the cus­tomers and the brand. Of course, with the Au­ro­ras’ ex­pe­ri­ence and rep­u­ta­tion in the jew­el­ery trade, the di­a­monds they use are flaw­less and clear and the coloured gem­stones rich and con­sis­tent.

De­spite be­ing a vet­eran in the trade, Jaipore By Ritu Au­rora con­tinue to evolve its de­sign and jewel-mak­ing lim­its to keep its cre­ations ap­peal­ing and at­trac­tive to mod­ern con­sumers—a sure­fire way to keep its flag fly­ing high.

Jaipore By Ritu Au­rora may have In­dian roots but un­der the lead­er­ship of Dato Ritu Au­rora and her son Nikhil, its cre­ations are one part cos­mopoli­tan, one part con­tem­po­rary, and one part fash­ion­able. JAIPORE BY RITU AU­RORA By ap­point­ment only Tel: (65) 9199-8644 Email: info@jaipore­jew­els.com www.face­book.com/jaipore­jew­els Instagram: @jaipore­byritu­au­rora

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