Real, “Fake”, and Everything In Between
Jewelry is older than fire and bone. Long before we figured out how to spark a flame or carve a tool, we were stringing shells and hanging things from our bodies simply to say, here I am.
In India, gold is practically a second skin - a reflection of identity, a financial safety net, a family archive, a jackpot card for a rainy day. An integral, breathing part of life. So, when I decided to step away from that heavy, traditional weight and build a fashion jewelry brand, there was one unanswered question: how do I define the value of something that isn't seen as "real"?
Choosing this space of “imitation”, “costume”, “fashion” became an exploration of meaning beyond just the weight of a material. It was like returning to the roots of celebrating jewelry as a language - identity, community, stories, our surroundings. It became an extension of the self. And being surrounded by others who are also creating, exploring and having fun here is why we know we made the right choice!
Rewriting the Rules of Value
For most part, there’s still an overwhelming assumption of seeing jewelry as an investment, and honestly? Challenging feels great! Since we launched nearly a decade ago, this entire world of art jewelry has exploded. It has grown into a massive community carving out new identities. There is so much room for creativity and movement in pushing the boundaries of what jewelry is allowed to be; it’s incredible.
Beneath the Surface
Of course, along with all the fun comes the real stuff too. In this space of ‘fashion jewelry’ the rules are slightly different. With fine gold jewelry, it's mostly about minimizing waste (collecting gold dust is a very real part of the workbench). The value is inherent – the design mostly just echoes this back. Beyond the workshop, there isn’t much one needs to do, besides wearing these jewels out and keeping them safe.
This is perhaps the biggest difference between gold and gold-plated jewelry. Our jewelry is layered: a brass base (for scale, detailing and experimentation), a bonding layer (typically copper or silver), 22k real gold (that is plated on), and a protective lacquer coat to double-seal the surface. We are partial to a rich 22k finish - the sheen is just gorgeous, and the color runs deep. And silver rhodium.
Visiting Friends, Not Permanent Roommates
These materials interact with our lives in their own way (fantastic isn’t it?) – and so they’re more like visiting friends than permanent +1s like your solitaires or your wedding ring. They’re treated with a different kind of mindfulness precisely because of this. Unlike your everyday band that goes everywhere, and I mean everywhere with you, our kind of pieces ask for just a little bit of a conscious rhythm. They like to be kept away securely from time to time, but they genuinely enjoy going out often, love the occasional gentle wipe-down at the end of the night, and prefer to be put on after your lotions and perfumes have settled.
Gold-plated jewelry, given its multi-layered architecture, has a bit more personality and volatility than solid metal. It reacts to the world around it. Contrary to popular panic, they are far more sensitive to the micro-climates of storage, humidity, and chemical exposure than they are to a splash of water. They do brilliantly with regular rotation, thriving on being worn and lived in rather than sitting untouched.
Breaking Free from the Drawer Trap
Which brings us to the great irony of how we treat the things we cherish most.
Most of us have a dark little corner - a velvet pouch or a forgotten drawer - where we tuck our belongings away, assuming we are wrapping them in safety. But jewelry isn't meant to die a slow death in a drawer. When things are boxed up for too long without air, stagnant indoor conditions and trapped microscopic humidity can actually wear them down faster than they ever would out in the open.
They need to breathe. They want to go to dinner, get tossed into a travel bag for a weekend away, and weather the messy, beautiful parts of your week right alongside you. Take your pieces out for a spin, show them off a little. They were made to be worn, after all - and honestly? They love it.
