Semi­precious Stones to Fresh Wa­ter Pearls

Shoes & Accessories - - Contents -

In­spi­ra­tion I have had knack for semi­precious stones be­cause of their beau­ti­ful colours and tex­tures, when I was in my last se­mes­ter of Na­tional In­sti­tute of Fash­ion Tech­nol­ogy (Ac­ces­sory De­sign) I de­signed an en­tire col­lec­tion with an in­spi­ra­tion from the Rio Car­ni­val which has beau­ti­ful semi­precious stones, al­lur­ing colours and too much of drama. I re­ceived an over­whelm­ing re­sponse for the same. Be­long­ing to a busi­ness fam­ily, I al­ways wanted to start with some­thing of my own, af­ter days and days of brain­storm­ing I came up with “Hy­per­bole” - a fig­ure of speech which means ex­ag­ger­a­tion of small things, so is the brand lan­guage of ours.. our jew­ellery yet be­ing a small piece of wear­able art is mak­ing state­ment and en­hances the wearer’s per­son­al­ity. The jour­ney so far Jour­ney of Hy­per­bole Ac­ces­sories has been a great roller­coaster ride. From sourc­ing to com­ing up with fresh de­signs, mar­ket­ing and pitch­ing it to dif­fer­ent stores for col­lab­o­ra­tions it has been ex­cit­ing and be­ing al­ways on my toes. Right now Hy­per­bole has its pres­ence in more than 10 coun­tries, we are as­so­ci­ated with more than 25 stores, over 40 celebri­ties have worn our de­signs and have a wide clien­tele all over the world who adores baubles from Hy­per­bole Ac­ces­sories.

Unique­ness We don’t re­strict our­selves in terms of the ma­te­ri­als we use while craft­ing our jew­el­ery. From semi-pre­cious stones to fresh wa­ter pearls, shells, Swarovski crys­tals, enamel, we have our hands on ev­ery­thing so that our client gets to see fresh de­sign ev­ery week.

Re­tail space Phys­i­cal space is def­i­nitely im­por­tant, but I was never in­clined to­wards phys­i­cal space. For us, on­line front has worked re­ally well as it has given us ex­po­sure world­wide. Phys­i­cal space takes so much of in­vest­ment and it doesn’t give good ex­po­sure as on­line does.

On­line Vs off­line From per­sonal ex­pe­ri­ence I would any day sug­gest on­line re­tail­ing than off­line for­mat, with very min­i­mum ex­pense you can reach out to the world.

Tar­get au­di­ence We al­ways have a pocket friendly cat­e­gory de­sign sec­tion es­pe­cially for stu­dents and mid­dle class au­di­ence, and they def­i­nitely pur­chase a lot from us. It’s all about af­ford­able fash­ion that we tar­get.

In­dian jew­el­ery sec­tor In­dian Jew­elry sec­tor has seen a dras­tic change over the pe­riod of 5 years, peo­ple have started in­vest­ing in semi-pre­cious jew­el­ery and non pre­cious met­als, be­cause of the ver­sa­til­ity in de­signs, es­pe­cially the young crowd who like such de­signs and may find reg­u­lar gold jew­el­ery a lit­tle bor­ing.

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