From Jaipur , with love
A first for an Indian designer, ANITA DONGRE launches her line of FINE JEWELLERY
Jaipur-born powerhouse Anita Dongre earns another first with her latest venture, Pinkcity Jewellery: She is now the only Indian fashion designer launch a line of precious jewellery. This venture adds to her two eading labels—AND and Global Desi– which currently retail at 41 and 54 stores respectively nationwide, and offer everything from high- street styles to ornate bridalwear. This year, she aims to reach an annual revenue of 350 crores, and sell at 125 stores domestically. Dongre even opened a flagship store in Mauritius last year. It’s no wonder that all these successes have contributed to making her India’s highest grossing designer today.
Pinkcity Jewellery is another expression of the designer’s innovation. “It was the natural next step. Every time I did bridalwear shoots, I used my jewellery. So, I thought I must do a jewellery line,” she says. Dongre’s collaboration with Pradeep Jethani—who has specialised in custom-made jewellery since 1981— was key to Pinkcity. Jethani, who owns Mumbai’s Jet Gems, has been Dongre’s family jeweller for decades, and is best known for the art of made-to-order. With his decades of specialised experience and Anita’s knowledge of design, a partnership with divided responsibilities emerged: “I know how a garment drapes, but understanding jewellery takes years of experience,” she explains. According to Jethani, both Dongre and he share a keen eye for detail, which makes theirs a seamless partnership. A-list friends Juhi Chawla, Karisma Kapoor, and Aditi Rao Hydari have already been seen wearing Pinkcity jewels.
The aesthetic of Pinkcity is very much in sync with her brand, straddling both Indian and Western, contemporary and traditional sensibilities with ease. There is also the subtle integration of Dongre’s penchant for romance with the use of dainty pearls, elegant floral motifs, and meenakari work. And the result is a beautiful, handcrafted line of jadau jewellery designed by Dongre. Much of her own personal collection, and what the designer grew up seeing and admiring in Rajasthan, became an inspiration for her first range that boasts immaculate pieces ranging from jhumkas and multi-strand polki necklaces, to bangles and cuffs. As reflected in this collection, Dongre also prefers the “rustic and antique feel of polki” over cut-and-polished diamonds. These pieces begin at ` 75,000 and retail exclusively at Anita Dongre’s bridal store Skyzone in Lower Parel, Mumbai.
While Pinkcity has already made a splash, in the works are cufflinks and buttons for men, who Dongre says have been neglected, but were the original inspiration behind this collection. With all this and more lined up, Dongre is set to shine on.