The house of Birdhichand Ghanshaymdas started their trajectory from Jaipur, which is recognized as the home of Indian karigari; since their first humble store front in Johree bazaar, the brand has come a long way. Now, in the new ‘20s the brand stands as one of the leading names in luxury heritage and bridal jewellery; from Kareena Kapoor Khan to Sonam Kapoor and international icons like Padma Lakshmi, everyone is a Birdhichand loyalist.
The brand opened its first store in one of the poshest locales of Delhi, the Defence Colony, in order to make a more immediate mark with young bridal shoppers who are looking for a unique heritage experience. The Delhi flagship can tell you how much the erstwhile jewellery house has evolved to keep up with the constantly shifting millennial bridal jewellery priorities.
Designed for uber chic delhites
The Delhi store of Birdhichand Ghanshyamdas Jewellers has been designed keeping in mind the aesthetics and likes of Delhi-based consumers, who are always looking for niche, high-end pieces and one-of-a-kind luxury design language, especially when it comes to shopping for bridal jewellery. The jewellstore is flanked by Rajput-Mughal baradari interior detailing and has been subtly sectioned into living areas, dining areas, garden, office and the bedroom or the viewing room; the set-up suggest an urban take on a monarchial suite. You’ll find fantastic and polished chandeliers, marble-top tables, vintage French Bombe chest of drawers and paneled mirrors etc.
The Jaipur and Delhi jewellery stores are planned and located very systematically, allowing them to be quaint, luxurious and high-end at the same time while remaining accessible to all kinds of shoppers. You’ll notice that Birdhichand jewellery store fronts are often located in areas which are not essentially commercial, but house brands with a similar synergy and ethos.
The Jaipur and Delhi jewellery stores are planned and located very systematically, allowing them to be quaint, luxurious and high-end at the same time while remaining accessible to all kinds of shoppers. You’ll notice that Birdhichand jewellery storefronts are often located in areas which are not essentially commercial, but houses brands with a similar synergy and ethos.
Personalized viewing of jewellery
When it comes to the store front, while both the jewellery stores are ideal for bridal jewellery shoppers, there is one notable difference. The Jaipur store contains a huge spread of the brand’s heirloom and crafted pieces, allowing the customer to browse a variety of jewellery before arriving at a decision. Their Delhi store in comparison, was built to be a unique experiential, where clients are catered to by appointment. They are asked for their preferences and the jewellery is then brought out and displayed in the store accordingly. The client is then free to try it on in the store with different apparel to get the look and feel of what they would like to purchase. Delhi store is made for a more customized and personalized shopping experience that’s important for the youth.
Tailored heirloom Trousseau
As a luxury brand, Birdhichand places the utmost emphasis on customer experience and satisfaction, in a way that it transcends from a simple jewellery store front to a niche showcase of premium heritage pieces.
The brand has invested time in understanding the new-age customer, their likes/ dislikes, their styling preferences and their tastes before undertaking any customization. In heritage jewellery, especially, the brand is paying a lot of attention to encourage the already successful trend of heirloom bridal jewellery. More and more millennial brides want to incorporate a hint of their ancestral heirloom into their bridal jewellery trousseau, which has been tailored to fit the contemporary memo.
Birdhichand Ghanshyamdas is more than happy to customize or even refurbish family heirlooms for weddings and on other hallmark occasions. The brand aims to craft stunning pieces, which can be cherished by the customer for years to come, almost as a treasured collectible.
The millennial edit
The brand has been straddling several homegrown, often forgotten craft forms and fusing them with a modern, pragmatic approach. Birdhichand is one of the few heritage jewellery houses which offer trend-setting design language with a background of traditional, failsafe bridal jewellery; the brand even updates their collection every few months.
Building on the legacy of experimenting with bold colours and intricate works, the brand launched its latest yet another enthralling collection –Rajbari. The collection adopts the eclectic depiction that ran the gamut of styles and periods from the time when India was at its peak of luxury; the line-up is perfectly in sync with millennial bridal jewllery needs, and you’ll find just the right kind of ornateness in the curation.
The collection consists of French collars, Lariats, Riviera necklaces, modern Girandole earrings and various other vintage-inspired designs uniquely moulded with patience and excellence, using amethyst, coral, pearls, rock crystals and turquois. The bridal jewellery is created using the best quality precious stones hence making each piece exclusive and very suitable for urban needs. We found some fantastic gemstone work, jadau karigari, Marwar-style layered chokers, bedazzling polka worksmanship, in their stunning bridal jewellery line-up. Of course, the price points can differ according to the selection made.
Birdhichand’s in-house team of expert designers often interact with their clientele to help them through the process of buying jewellery, which is extremely crucial when it comes to bespoke buys. The designers spend much time needed to guide the client through the different ways in which a piece can be customized or refurbished, according to the style chosen, while keeping in mind the client’s budget and the durability of the piece.