The name IRASVA (Mumbai) evokes a lot of emotions, as it is an amalgamation of 2 beautiful words ‘ira’ or love and ‘sva’ or the essence of self. Taking this brand essence offline, IRASVA has just opened the doors to its first store in the heart of Mumbai city. Located on Hughes road, there is no way that you will miss this niche jewellery outlet. This flagship store is a white little nook sitting right in the middle of the street. It’s inviting, design-led, and empowering. The moment you spot this cosy setup, you will be enticed to walk in to browse through the interiors, which again is nothing short of an artsy backdrop.
What’s in store?
The brainchild of Leshna Shah, Founder & Creative Head, Irasva, the outlet pretty much defies the traditional idea of a jewellery store. From décor, to installation, lighting, and the collection on display, you will be surprised to come across a new-age jewellery store. The genesis of the store is the dire urge to enhance the buying experience of jewellery even in the everyday wear segment. You can easily forget the mundane store experiences of the past and settle at a comfortable corner in this sprawling 3000 sq. ft. store to find your perfect earring or pendant.
This two-tiered store features bespoke furnishings and accents of fluidity owning the ‘S-
infinity’ form from the brand’s logo, and alongside featuring it as a filigree motif on the
dividing panels. With elegant detailing, high ceilings, glass windows, reflecting mirrors and
high-back chairs, the store exudes space giving you enough room to parade in your style to
spot the perfect piece for yourself.
Luxury for everyday
This store presents an eclectic mix of contemporary jewellery that is picture-perfect for daily adornment and suits varied sensibilities. the pieces on offer is divided into two primary categories. The pret is dominantly an everyday line and is perfect for today’s women who are always on-the-go. On the other hand, the couture is all about self-indulgence and has the high-ticket collection in store for the connoisseur in you. Their collections are decently priced Rs.5,000 upwards and can go up to Rs.3 lakh or more depending on the setting or styling of the masterpiece in question.
Meticulously crafted using the international standard of jewellery making, each piece offers
high design value. When asked about the pricing she confirms that they are able to sell
jewellery of international standards given their strong manufacturing strength built over the last two decades. The parent company has been crafting classy jewellery for A list of jewellery brands across the USA and Europe. This gives them the strength of a state-of-the-art manufacturing facility complete with seasoned machinery, which they are now using to craft every stylish piece for IRASVA. The international finish and design sensibilities laced with Indian trends allow the brand to develop a range which is hitherto unseen in the markets.
Designs with Stories
Each piece in the store dominantly speaks of a story and they are laid out all across the store in clusters along with their inspiration and stories. You can browse through them; identify yourself with the detailing and inspiration to finally hand-pick a choice worth a celebration. At any given point in time, you will always have at least 15 new collections awaiting you in the store.
Unhindered browsing experience
To further enhance the customer experience Leshna Shah mentions that the store has been
conceptualised to offer you a browse the collection at your leisure sort of feel. Unlike most
other jewellery stores, this one ensures your browsing experience is enjoyable and without
any intervention from the sales staff, unless asked for.
“We want to move away from the typical transactional experience that the customer faces
elsewhere. Our store designed by Fitch, the global experts in jewellery store design reflects
this experience,” Leshna adds.
Leshna assures, unlike conventional jewellery businesses they understand the importance
of valuing small ticket purchase. They treat every customer with dignity, even the ones
simply walking in to experience the store set-up in its glory.
Aesthetics, elegance, and craftsmanship galore the brand brings to you other conventional
conveniences too. From exchange to buyback policy, you can get benefitted from varied
jewellery purchase features at IRASVA.
Apart from the premium sensorial experience that encourages you to browse, explore, and
engage with everyday fine jewellery you can also personalise your piece with engravings and names as per your choice at the personalisation corner. Once done, you can pick up the same within 24 hours.