It all started with humble beginnings but today, a 3-storey 4,350 sq. ft. opulent address at Mumbai’s Vile Parle, makes Chheda Jewellers’ journey a stunning lesson in hard work and success, particularly that of Parag Chheda whose tireless vision led to the brand’s current relevance. For over 27 years, Chheda has been regarded as the ‘next door bridal gold jewellery store’, and even today the brand strives by this spirit and keeps simplicity at the core of every design or customer transaction they conduct at every price level.
When you drop in at the new Vile Parle store of Chheda Jewellers, you’ll immediately spot the up-scale couture vibe that’s part of its lineup as well. Now, we’re all familiar with the store’s luxurious range of polki, gold jewellery, jadau and traditional bridal jewellery selection. But how has its new store upped the game for the label? Let’s find out:
Jewels that greet
As you walk in through the door of the flagship, a taut, nice marble and gold finish catches your eye. The contrast of marble, wood, and gold gives the store an urban appeal, which is also somewhat minimalist.
The ground floor or the first level of the store focuses on contemporary and wearable light jewellery and basics. In diamond and gold jewellery, you’ll find chains, light necklaces, rings, earrings. This is very convenient because if you’re shopping for a simple gift or something casual you don’t have to go all the way up.
The label has diversified to include several globally relevant style trends in its gold jewellery line-up; we spotted a light jewellery collection inspired by the streets of Italy, featuring stunning stylised floral detailing and coloured elements. Every piece from the collection can be easily teamed up with wear and worn to post-work soirees.
Making a statement with high jewellery
Parag Chheda has of course, always been very particular about the designs he was bringing on the table for the customer, especially now when buyers have so many options for couture bling, bridal jewellery or even in traditional gold jewellery.
The first floor of the Chheda Jewellers store is dedicated to the high jewellery, from gorgeous bridal jewellery line-ups to collectibles for connoisseurs, and every woman who wants to deck up the traditional way.
Be it your wedding or a wedding in the family, or even a destination wedding, this section with its exclusive range of kundan, polki, and gold jewellery is all about homegrown and royal designs, grandeur, and treasured finesse. You can explore some antique designer pieces for that Instagrammable bridal look, or something a little more sophisticated, be it panelled chokers or a meenakari set.
Apart from Antique, Gold, Jadau, Swarovski, CZ and Diamond Jewellery, Chheda Jewellers also crafts and houses exquisite Bikaneri, Filigree, Kathiyawadi, Meenakari, Haath Nakshi, Painting, Fancy, Fusion and Modern collections. All in all their bridal jewellery collection is vast, comprehensive, unique, and modernized in every possible way!
Giving real value
A staunch believer of one-on-one interactions, he believes in a progressive and insightful, buyer-seller interaction, which shapes your experience at Chheda’s outlets..
This transparency of attitude translates on the bill too as each piece is accompanied with a break-up price for the gems and metal it flaunts. You will in no way be sold products with confusing details or vague overcharges. Buyers and clients of the brand have revealed that this break-up helps with re-sell at a later stage.
A bridal studio on way
While browsing through the high jewellery collections, we spotted a special corner at one end on the first floor. We were inquisitive to know what was brewing and got to know that a special bridal boutique for jewellery was being built within the premise of Chheda Jewellers to cater more specifically to your bridal jewellery needs and it will be readied within a month or so. This one-of-a-kind studio will house gold jewellery and bridal jewellery selection of international standards, and will be a by-appointment only boutique.
So, the next time you plan to drop into Chheda to sort your wedding look do book your slot at the bridal studio!
