There are some spaces that highlight myriad influences but yet it is the play of subtlety that overrides and appeals. Enter such a garden of style and sparkle called Avama Jewellers. This 1,200 square feet store at the Vardaan Market is an emblem of artful minimalism, where the only highlight is the jewellery. With a decidedly fresh aesthetic, Avama Jewellers cut through the massy approach with experimental modern-day and masterful designs.
A Different Stroke
The brand was launched only in October, 2017. A detour here is the fact that it doesn’t carry the baggage of any legacy which often turns out to be too conventional for millennial tastes. It is the brainchild of Abhishek Kajaria, and this gentleman however has more than 20 years of jewellery manufacturing experience. So do not misread this for a venture out of an impulse. For Avama Jewellers, customer-centricity is pivotal while trying to tap untamed territories in the realm of designs. Playing safe is not their game. They believe in daring to present quirky collections for newage jewellery buffs. Thus a bouquet of innovation awaits in terms of designs, manufacturing techniques and materials used to dig in.
Every Day is a Big Day
While special occasions are the core of jewellery buying in India, their maxim is ‘be beautiful fashionable and exclusive’, each day. They understand that modern women are meticulous dressers and their choice of jewellery is reflective of who they are and their progression in life. Hence, they regularly introduce collections for light wear, especially western designs in 18kt gold. The eye-catching designs are further given an uplift with precious coloured gems and diamonds that are very swish and very wearable for everyday ranging from day to night tones.
And When Big Day Comes…
Tradition with touch of modernity for brides is their motto. Here comes the bigger the challenge, as they have already raised the bar in everyday wear and how could the big day not be the jewel on the prestigious crown of Avama Jewellers. Even if it is Indian traditional jewellery, they must stand out. The research team painstakingly scouts for influences from architecture, Indian heritage, deities, to the eras like Mughal and Nizam. So from ornate polki and jadau sets, to temple jewellery, to heirloom pieces and to very very international heavy-duty diamond dazzlers, one can built the entire wedding jewellery vault here. Rubies, emeralds, diamonds, and pearls are presented in breathtakingly modern avatars for the urban bride.
And price does matter…
They are not into eyewashes and fake promotions. They believe in giving quality and variety at an excellent price point which means the business happens on reasonable margins. However that in no way means a compromise on the standards, an assurance you can take for granted. The thrust is on extending the Avama buyers family. But there is a genuine effort here that benefits both. In these unlikely times of Covid, they have introduced an EMI scheme to facilitate buying when pockets are tight. Well, you are getting variety, affordability and now payment flexibility, getting lured is just fair!