Chhaya Jain, Creative Head & Founder Member, Sensuel Jewels, a De Beers Award Winner, is an inspiring entrepreneurial success. She shares her journey of establishing her jewellery empire, revealing her creative journey and presenting enchanting collections set to captivate at IIJS Signature.
You are a first-gen jewellery entrepreneur and artist. Can you share details about your educational background and how it has influenced your journey in the world of jewellery design?
Since a child I have had a fetish for designs, and the epiphany came to me at the tender age of 17. Although I am a Commerce graduate, I took up courses in designing, gemmology, diamond grading & manufacturing at various institutions in Mumbai.
My passion and curiosity in the field of jewellery led me to play various roles, from design head to purchase head, from product developer to jewellery coordinator for both the domestic and export markets.
Since it was not a business inherited from my father, it has been challenging but also an extremely fulfilling learning experience from scratch.
Could you offer insights into the inception and evolution of your eponymous brand, shedding light on the key milestones and inspirations that have shaped its identity?
Winning the prestigious De Beers National Award led to a scholarship programme that took me to London, Paris & Italy. I had the opportunity to visit world-class jewellery houses from Place Vendome to Hatton Garden in London, attend trade shows in Italy and Paris, and even have a meeting and photo shoot with the owner of De Beers, Nicky Oppenheimer. This experience allowed me to grasp the nuances of the trade and build connections with top traders and skilled manufacturers. With in-depth knowledge, I, along with my embarked on forming the company with my like-minded brothers Pankaj Jain and Vishal Jain, embarked on the journey of forming our own company. Today, as a team, each of us brings our expertise to the table, to run the company. As the creative head and founder member of the company, my approach to creating each piece is inspired by the theory of romanticism, rather than enlightenment. This perspective makes every piece unique, blending the best of traditional jewellery with clean modern aesthetics.
What distinctive design elements does your brand employ to distinguish itself in the highly competitive jewellery market?
Distinctive design elements have more to do with the balance and blending of the right design motifs … there is a very fine line, and that’s the trick! Whether it’s about placing the right gems next to each other or experimenting with colours and textures in gold and various diamond settings, everything must be marked while creating a piece.
Indian jewellery is elaborate and complicated with various elements and styles, making it more challenging to bring out the best. For me, my design sensibilities and my love and passion for gemstones (which is also my USP since I experiment with a variety of gemstones) do the magic.
What inspires you? Are there three recurring themes that you find yourself drawn to?
As a creative head there is a constant source inspiration whether it’s from your travels or abstract emotions or when you feel love, etc. But if I must pick cities which I am drawn to for inspiration, it’s Istanbul, London and a few in Europe.
Tell us more about your latest collections that you are showcasing at IIJS Signature.
My creation revolves around an array of gemstones. At IIJS Signature, too, you will get to see jewellery that is bold and experimental, with a mix of the gemstone palette … emeralds, opals, multicolour tourmalines, tanzanites, pink sapphires and more.
How does your brand stay in tune with the ever-evolving tastes and preferences of consumers in the dynamic jewellery market?
Being inherently curious, creative, and experimental gives me the required exposure to stay abreast of the market, added to that is my constant zest and endeavour to strive for novelty. My travel and the network help me do the job right. I do feel responsible as an artist to bring something beautiful into this world. That’s what makes me happy!
