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 www.eurumme.com, 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.