At IIJS Premiere this year, Aqua Jewellers, known for their inventive brooches and distinctive take on traditional forms, have introduced a lightweight collection featuring bold silhouettes and starry sparkle. Amit Shah, Founder, Aqua Jewellers, shares how IIJS has helped them build a global clientele, why Tier-2 cities are emerging as a stronghold, and how they’re staying ahead with trendsetting designs that balance creativity, craftsmanship, and accessibility.
What new collections or product offerings are you showcasing at IIJS Premiere this year?
We are unveiling Levity Lux, a celestial fusion of art and jewellery. Our latest collection of light weight jewellery redefines luxury with bold, statement pieces that sparkle like the night sky.
How has your experience been at IIJS so far in terms of visitor response and buyer engagement? Has participating in IIJS over the years helped you expand your client network? If so, in what ways?
IIJS is like a canvas for us. It is our gateway to global connections. We’ve built a treasure trove of relationships with clients who appreciate our unique designs and craftsmanship.
This year, our masterpiece will attract art connoisseurs and jewellery aficionados alike, with visitors and buyers mesmerised by our creations. Specially, clients always highly trust and consider Aqua Jewellers capable if they want something unique and creative, especially in the brooches category.
Do you currently export your jewellery? If yes, which international markets are you catering to?
Our jewellery — especially our innovative brooch collection — travels across the globe, from the USA to the Gulf countries. We’re proud to share a bold twist on Indian heritage with international clients who seek distinctive, high-end pieces.
Could you tell us more about the design direction and inspiration behind your collections this year?
Our designs are a symphony of art, nature, and innovation. Each piece tells a story through intricate patterns, bold forms, and precious stones. We don’t follow trends—we set them. Whether it’s our brooches or our gold and diamond hasli (torque) jewellery, it’s our vision and drive to create something new that keeps us ahead of the curve.
What jewellery trends are you seeing strong demand for, both in India and globally?
Jewellery is evolving. There’s a growing shift towards sustainability, individuality, and personalised storytelling through pieces that truly reflect the wearer. Today’s trends are all about value for money and creatively designed pieces that resonate across generations.
Which regions in India are your strongest domestic markets, and have you seen any shifts in demand patterns recently?
Almost all metro cities — especially Tier-2 cities — are our strongholds. We’re seeing a strong rise in demand for bespoke jewellery that captures personal style and individuality.
With the surge in gold prices, have you introduced any innovations in design or materials to stay competitive while maintaining aesthetic appeal?
We’re pushing boundaries with innovative designs that marry artistry with affordability. Our goal is to craft jewellery that’s both beautiful and accessible. Lightweight designer jewellery and brooches are especially popular with the new generation as they make a statement, yet are pocket friendly.