A ROYAL TRA­DI­TION

Marwar - - Contents - Sub­hash Na­heta. Text Meera Acharekar

Hav­ing kept a legacy alive for seven gen­er­a­tions, the Na­hetas of Jaipur Jewels con­tinue to mes­merise pa­trons with their breath­tak­ing jew­ellery. Not sur­pris­ingly, their time-hon­oured ded­i­ca­tion to ex­cel­lence has led to new bench­marks un­der its present owner, Sub­hash Na­heta.

A jewel is more than just an or­na­ment. It is a pre­cious adorn­ment and a state­ment of mag­nif­i­cence and beauty for the wearer and a tes­ta­ment of the maker’s cre­ative ge­nius which some­times is a cher­ished fam­ily legacy passed down from one gen­er­a­tion to another. One such name that has seen seven gen­er­a­tions of jew­ellers mes­merise pa­trons with their breath­tak­ing cre­ations is Jaipur Jewels, whose time-hon­oured ded­i­ca­tion to ex­cel­lence has not sur­pris­ingly led to new bench­marks un­der its present owner,

MULTAN, NOW IN PAK­ISTAN, WAS A PART OF un­di­vided In­dia in the 1800s, and it is here that Jaipur Jewels started its jour­ney of cre­at­ing dis­tinc­tive jew­ellery to cater to the royal tastes of the nawabs of Multan. Hail­ing from this fam­ily, which has been in busi­ness since 1863, Sub­hash Na­heta, its present owner has en­sured that the house not only re­tains its time-hon­oured tra­di­tions and charm but also evolves to suit con­tem­po­rary trends. Rang­ing from polka to jadau jew­ellery, Jaipur Jewels' cre­ations have thus made a mark not only in Ra­jasthan but the country over.

Royal cre­den­tials

Jaipur Jewels owes its gen­e­sis to Roopc­hand Na­heta, who started his jew­ellery busi­ness in Multan. By and by not only did his jew­ellery reach the court of the Khan of Kalat, Mir Mah­mood Khan Baloch of Balochis­tan, but it also led to him be­ing the of­fi­cially ap­pointed jew­eller to Gen­eral Nawab Sadiq Muham­mad Khan Ab­basi, the nawab of Bhavalpur.

From 1800s to 1900s the busi­ness grew from strength to strength un­der the di­rec­tion of the Na­heta fam­ily, who fi­nally set­tled down in Jaipur, where Shamb­hu­nath Na­heta too flour­ished as a jew­eller. His heirs car­ried forward the fam­ily legacy un­der the guid­ance of Mi­lapc­hand Na­heta, who along with his son Sub­hash Na­heta, fi­nally reached the city of dreams, Mumbai.

Once upon a time in Mumbai

As a 17-year-old, Sub­hash Na­heta would join his fa­ther af­ter school, where he would im­bibe the nu­ances of run­ning the busi­ness, and this played a sig­nif­i­cant role in sharp­en­ing his busi­ness skills. Born in1946 and the el­dest of four sib­lings, the onus fell upon him to carry forward the tra­di­tion of craft­ing jadau jew­ellery for which

his an­ces­tors were best known. Soon af­ter the tenth grade, he, there­fore, im­mersed him­self com­pletely in the fam­ily busi­ness, which in­ci­den­tally was in need of ex­tra hands at the time. Un­der his fa­ther’s su­per­vi­sion, he honed his skills and went on to mas­ter the art of jew­ellery-mak­ing.

The busi­ness was chris­tened Jaipur Jewels as the Na­hetas set shop in Mumbai with their in­au­gu­ral store at AC Mar­ket, Tardeo, in 1966. Thir­teen years later, their new store in the up­mar­ket neigh­bour­hood of Na­pean Sea Road was in­au­gu­rated. The store soon caught the at­ten­tion of Bol­ly­wood’s lead­ing ladies, as well as the wom­en­folk of af­flu­ent busi­ness fam­i­lies, who be­came their loyal pa­trons. Be­ing a gov­ern­ment ap­proved val­uer, Sub­hash Na­heta also pro­vided con­sul­tancy which helped his pa­trons make in­formed choices for their jew­ellery col­lec­tions. This trust­wor­thy and ever help­ful na­ture to­wards his clients re­sulted in a bond that has been passed down from one gen­er­a­tion to another. The al­lure of jadau At Jaipur Jewels, the be­lief that or­na­ments are an ex­pres­sive way of ar­tic­u­lat­ing per­son­al­ity and even moods, drives its de­signs. Jadau jew­ellery, which orig­i­nated in Bikaner and dates back to the Mughal era, is a spe­cialty of Jaipur Jewels. Each piece, exquisitely de­tailed, is cre­ated with ex­treme af­fec­tion and care by the finest ar­ti­sans of Ra­jasthan, who come from a lin­eage of tra­di­tional jadau ar­ti­sans. The pieces are made em­ploy­ing su­pe­rior crafts­man­ship which re­sults in im­pec­ca­ble de­signs that re­flect their sub­tle op­u­lence and cel­e­brate the in­her­ent essence of rare gem­stones, mak­ing the fi­nal or­na­ment one be­yond com­pare. A grand brand With time, change be­comes nec­es­sary, but so does the need to re­tain the essence of a brand. Though Jaipur Jewels had started out as jadau jew­ellery mak­ers, over time they have ex­tended their ex­per­tise to di­a­monds and jadau-pirohi jew­ellery also, along with pearl cre­ations, to cater to the needs and pref­er­ences of their clien­tele. What keeps Jaipur Jewels re­silient through the chang­ing tastes and times is their eye for great de­sign, cou­pled with con­sis­tent at­ten­tion to de­tail. Thus, the brand to­day has an in-house de­sign stu­dio where de­sign­ers help cus­tomise jew­ellery as per the client’s re­quire­ment.

In 2014, the Na­hetas launched an ex­clu­sive col­lec­tion of four col­lec­tor time­pieces, aptly named ‘Make Time Stop’, which was in­au­gu­rated by ac­tor Chi­tran­gada Singh. Another no­table col­lec­tion from the house is ‘MYGA’, a bridal jew­ellery col­lec­tion which was en­dorsed by model Sapna Pabbi and whose launch was graced by fa­mous per­son­al­i­ties like Lil­lete and Ira Dubey. Ex­per­i­ment­ing, they fur­ther launched the ‘Kanaka’ col­lec­tion, which is a fu­sion of tra­di­tional South In­dian tem­ple jew­ellery art and in­tri­cate jadau crafts­man­ship.

With time, Jaipur Jewels be­came a house­hold name amongst the busi­ness class, celebri­ties and politi­cians in In­dia, with the Bir­las, Ra­he­jas, Go­drej, Ma­hesh­waris, Goenkas, Dhoots, Ruias and ac­tors Bi­pasha Basu and Kirti Sanon be­ing some of its pa­trons. Straight from the art Jaipur Jewels has firmly es­tab­lished its pres­ence in Mumbai and New Delhi since then with two bou­tique stores in the cov­eted lo­cal­i­ties of Ne­pean Sea Road and Sun­der Na­gar re­spec­tively. To cater to other pa­trons, it takes its col­lec­tions to cities like Ahmed­abad, Bar­oda, Agra, Coim­bat­ore, Ban­ga­lore, etc, en­hanc­ing the per­son­alised re­la­tion­ship it shares with each in­di­vid­ual pa­tron. The brand also hosts pri­vate shows in Hong Kong, Las Vegas, Mid­dle East, etc.

As a tes­ti­mony to their ex­cep­tional con­tri­bu­tion to the world of jew­ellery, Jaipur Jewels has been hon­oured with the Re­tail Jew­ellery Award In­dia 2016 for So­cial Me­dia Mar­ket­ing Cam­paign of the Year and has been

recog­nised as a Black­book Top 100 in­dus­tri­al­ist. Re­cently they bagged three awards at the ET Now Global Awards for Re­tail Ex­cel­lence, 2018 in­clud­ing that for the Jew­ellery Brand of the Year. Fur­ther, their jew­ellery is cer­ti­fied by the Bureau of In­dian Stan­dards (Hall­mark). The di­a­monds are cer­ti­fied by the GIA & IGI, the coloured stones are cer­ti­fied by In­ter­na­tional Coloured Gem­stone As­so­ci­a­tion and the pearls are cer­ti­fied by Sch­weiz­erische Stiftung Für Edel­stein-Forschung, Ger­many. The fam­ily As the fam­ily jew­ellery-mak­ing tra­di­tion had been passed on to Sub­hash Na­heta by his fa­ther, his sons like­wise have now picked up the ba­ton. Vi­neet Na­heta, a com­merce grad­u­ate, has been as­sist­ing his fa­ther since he was 16, and Amit Na­heta, a CA and GIA from Carls­berg Univer­sity, joined the fam­ily busi­ness when he was 26. With them as part of the busi­ness, new sen­si­bil­i­ties have found place in the phi­los­o­phy of Jaipur Jewels, re­sult­ing in re­brand­ing of the tra­di­tional jew­ellery house. With an eye for per­fec­tion, Vi­neet Na­heta per­son­ally en­sures that ev­ery stone stud­ded in their cre­ations is flaw­less and per­fect. His ex­ten­sive ex­po­sure in na­tional and in­ter­na­tional mar­kets such as Jaipur, Dubai, Hong Kong and Bangkok gives the brand a cut­ting-edge in the do­main of pro­cure­ment and de­sign.

As head of pro­cure­ment, man­u­fac­tur­ing and trad­ing (of di­a­monds and di­a­mond jew­ellery), Amit Na­heta be­lieves in rein­vent­ing and re­design­ing con­stantly to keep abreast of trends and chang­ing pref­er­ences. Be­ing a multi-tasker, he looks af­ter busi­ness de­vel­op­ment, fi­nance, back-end op­er­a­tions and strate­gic brand mar­ket­ing.

But let’s not for­get the woman who in­evitably stands be­hind ev­ery suc­cess­ful man! Through­out his jour­ney, Sub­hash Na­heta’s wife, Kusum Na­heta, has been a pil­lar of sup­port for him. It is her at­ten­tion to the house­hold duties and her mo­ti­va­tion that en­ables the rest of the fam­ily to fo­cus on their work. Royal crafts­men to loyal crafts­men

‘Busi­ness is not run by profit but by peo­ple. You must show peo­ple that you be­lieve in them and their suc­cesses. In turn

they will be­lieve in yours and make it a re­al­ity.’ Sub­hash Na­heta ad­heres to this phi­los­o­phy which en­sures that his kari­gars re­ceive nec­es­sary sup­port and aid. Old is cer­tainly gold, but to keep the her­itage of meenakari work alive, steps needed to be taken. By pro­mot­ing the dy­ing meenakari art, Jaipur Jewels has en­sured a spurt in the tra­di­tion be­ing passed down within kari­gar fam­i­lies, thus en­abling the art to breathe and flour­ish. More­over, the com­pany pro­vides a con­ducive work en­vi­ron­ment, apart from pro­vid­ing mon­e­tary sup­port for ar­ti­sans’ chil­dren. Be­yond busi­ness Sub­hash Na­heta loves to spend his free time with his fam­ily and friends. At home he prefers bond­ing with his grand­chil­dren. As an avid food lover, he loves to host his friends for gath­er­ings. Be­sides this, he en­joys play­ing cricket, car­rom and ta­ble ten­nis in his leisure time. He also col­lects old cur­rency and loves to travel and soak in the ex­pe­ri­ences each new des­ti­na­tion brings. g

Top (from left): Sub­hash Na­heta; Amit Na­heta; Vi­neet Na­heta; Fac­ing page: An ex­quis­ite piece of jew­ellery be­ing crafted at Jaipur Jewels

Crafts­men at work at the Jaipur Jewels ate­lier

Top (l-r): Jaipur Jewels' Sun­der Na­gar bou­tique in New Delhi; A neck­lace by Jaipur Jewels; Be­low: Studs by Jaipur Jewels

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