Eu­rumme: Per­fectly Im­per­fect


You’re a me­dia and com­mu­ni­ca­tions grad­u­ate from Mel­bourne. What made you switch to jew­ellery de­sign­ing?

It wasn’t planned at all! Jew­ellery just hap­pened. I worked at the As­so­ci­ated Press in New Delhi for al­most three years, af­ter which I quit, and de­cided to launch a jew­ellery la­bel. I’ve al­ways been cre­atively in­clined and one day, I just de­cided to take the plunge. My mother used to dab­ble in jew­ellery decades ago, so maybe it was em­bed­ded in my con­scious­ness dur­ing my child­hood. But there was never a real plan to make a pro­fes­sion out of jew­ellery de­sign­ing. I started sketch­ing ran­domly one day with pen­cil and pa­per. One thing led to an­other, and here I am!

Did you take up any jew­ellery cour­ses thereon?

I ac­tu­ally have no for­mal train­ing in jew­ellery de­sign­ing. I fol­low my creative in­stinct and my pas­sion drives me. I’m con­stantly try­ing to ab­sorb and learn as much as I can from ev­ery­thing around me. But I may con­sider do­ing a jew­ellery course some­time in the fu­ture.

When did you es­tab­lish your brand? Tell us about the first col­lec­tion that you made.

Eu­rumme was es­tab­lished to­wards the end of 2015. Ini­tially, I ex­per­i­mented with a lot of raw multi-colour stones. The use of rough tex­tured stones was never in­ten­tional; those are just the kinds of stones and ma­te­ri­als I was drawn to. Grad­u­ally, I moved on to play­ing around with tex­tured met­als and im­proper shapes. It comes more nat­u­rally to me, so I stuck to it.

Your pre­ferred metal is brass with gold plat­ing. Tell us why.

Hon­estly, brass is an easy metal to work with. It’s eas­ily mal­leable and plates well with gold or sil­ver. It is also more cost-ef­fec­tive, so it helps keep my price points low, while cre­at­ing high-qual­ity prod­ucts.

Your sig­na­ture style is to keep the cre­ations ir­reg­u­lar, be it in terms of shape or tex­ture. Could you tell us the phi­los­o­phy of your brand?

Eu­rumme is all about glo­ri­fy­ing flawed beauty. The brand’s phi­los­o­phy is ‘Im­per­fect is Beau­ti­ful. While de­sign­ing a piece of jew­ellery, and also while giv­ing it fin­ish­ing touches, a de­lib­er­ate ef­fort is made to en­sure that the end prod­uct is per­fectly im­per­fect. The pieces are raw, un­fin­ished, dis­tressed and in­con­gru­ent.

What gen­er­ally in­spires you, and how do ideas lead you to cre­ate the­matic lines?

I am in­spired by lit­tle things ev­ery day, or some­times even my own ex­pe­ri­ences (good or bad). Clichéd as it may sound, in­spi­ra­tion can be found in the most mun­dane of things, and also some­times when you least ex­pect it. Na­ture, emo­tions, child­hood mem­o­ries, and hu­man be­hav­iour are of­ten what my col­lec­tions draw in­spi­ra­tion from. In the end, I find a way to show­case a theme in a man­ner that the end prod­uct re­flects the brand aes­thetic.

What is your next jew­ellery col­lec­tion about?

The next col­lec­tion is some­thing that you prob­a­bly haven’t seen be­fore! It’s ex­per­i­men­tal, and we’ve tried to push our bound­aries with it. You’ll have to wait a while, but I prom­ise it’s su­per ex­cit­ing!

Our cur­rent col­lec­tion, Un­shape, was launched in Fe­bru­ary 2018. It uses vary­ing tex­tures, dis­tressed fin­ish­ing, and un­even sur­faces – all cre­ated us­ing met­als dipped in gold and sil­ver. Ef­fort has been made to

en­sure pieces look rugged and shape­less while pre­serv­ing a sense of beauty. There are no clean lines, and met­als have been moulded in a free-flow­ing man­ner. The col­lec­tion in­cludes con­tem­po­rary head­gear, hair ac­ces­sories, belts, fore­arm and leg ar­mour, ear­rings, state­ment neck­pieces, chok­ers, rings and cuffs.

A jew­ellery piece that is clos­est to your heart.

A sil­ver state­ment ring that has a lion head perched on it. It used to be my great-grand­mother’s and has been passed down many gen­er­a­tions. It’s not of great mon­e­tary value, but to me it sym­bol­ises strength, courage and fierce­ness.

How long does it take to craft a col­lec­tion, since all your prod­ucts are hand­made? What’s the price range?

It’s a long, te­dious process. It starts with a de­sign, which then goes into sam­pling. We sam­ple, and then re-sam­ple un­til we get it right, af­ter which

the pro­duc­tion starts. Dis­tress­ing a piece and giv­ing it a flawed fin­ish is also a task, be­cause it has to be done in a way that emanates beauty and fi­nesse, oth­er­wise it can end up look­ing like a badly crafted piece of jew­ellery. Roughly speak­ing, our price points range be­tween R1,900 and R6,900.

Who is Eu­rumme’s typ­i­cal cus­tomer?

Eu­rumme is for the busy woman, who has a mil­lion things to do; who is al­ways mul­ti­task­ing, and yet finds time for her­self. I think ev­ery­one is fight­ing a bat­tle of their own at some level or the other, but yet we are strong enough to go about do­ing our things on a daily ba­sis, fac­ing chal­lenges head on. That’s the woman I de­sign for. My jew­ellery is for ev­ery woman, who wants to look good, and feel good, but not nec­es­sar­ily in that or­der.

Apart from your on­line site, where can one buy your col­lec­tions?

In ad­di­tion to retailing on­line from our web­site­, we also re­tail through a num­ber of stores across var­i­ous cities such as Delhi (Ogaan, Ensem­ble, Aza), Mum­bai (Atosa, Ensem­ble, Min­er­ali, Creo), and Ben­galuru, Chen­nai, Pune, Guwa­hati, among oth­ers.

Model wear­ing gold fin­ish in­ter­cir­cle studs and hair or­na­ment.

Gold fin­ish multi-di­rec­tion abalone ear­rings.

Tree of Life hand­crafted ear­rings with black onyx matt drops fea­tur­ing wire de­tail­ing and golden ham­mered ball set in brass metal.

In­con­gru­ent Maze ring.

Gold-coated cup druzy Crater studs set in brass metal.

Hand­crafted Raft pen­dant neck­lace with four real tree twigs sus­pended from long chain, set in brass metal.

Gold fin­ish mesh cush­ion studs.

Tribal Maze ad­justable palm cuff set in gold-fin­ished brass metal.

Gold fin­ish mesh neck­lace.

Gold fin­ish chess­board ring.

Ad­jutsable hand­crafted wrist cuff with gold-coated brass metal cup set with druzy.

Gold fin­ish cylin­dri­cally curved ear­rings.

Gold fin­ish poppy ear­rings.

Model wear­ing a gold fin­ish head­gear.

The hand­crafted Mul­t­i­crater wrist cuff is in­ter­twined fea­tur­ing three gold-coated cup druzies set in brass metal.

Ear­rings with criss cross metal chop­sticks sus­pended from chain, set in brass metal with gold fin­ish.

Ham­mered ad­justable finger web ring made of gold fin­ished brass metal.

Ad­justable hand­crafted ring fea­tur­ing real dried tree twig coated with gold metal.

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