In Hindi, the word jhoomer means chandelier. Anjali Rach, the Creative Director of Jhoomer Jewels explains why the fine jewellery label reflects timeless elegance and opulence, much like the ornamental ceiling lamp it references, symbolising light, beauty, and sophistication.
Jhoomer is a luxury atelier in Mumbai, specialising in custom-designed fine diamond jewellery. As the word “Jhoomer’ signifies something precious and ornamental, Anjali Rach, the Creative Director of the endeavour, aspires to craft the most exquisite of jewellery designs that would reflect true charm and elegance.
What is Jhoomer Jewels signature design statement?
Jhoomer revels in the fact that it runs its own manufacturing unit, which enables our customers to customise their jewellery to any extent. We, at Jhoomer, bring life jewellery by capturing the natural forms and folds in a piece and making it three-dimensional instead of letting it lie flat. By giving our customers an option of detachable jewellery pieces, which can be worn in multiple ways. This ensures that your jewellery will never remain as just a locker piece!
Are you a first generation jeweller? How did you foray into the world of jewellery design?
No, I am a second generation jeweller. This brand was established by my mother, Anu Kharkia. When Jhoomer was established, I was busy studying for Bachelor’s degree in Jewellery Design & Manufacturing from NIFT, Gandhinagar. But I did not want to stop there, so I decided to expand my knowledge in diamonds and hence took Masters in GIA, New York. Back home, I travelled all around India to gain experience from different jewellery markets located in Jaipur, Ahmedabad, Bengaluru and Mumbai. In 2012, I joined Jhoomer and from then have been incorporating my own style and expression into the designs.
Describe your creative process.
Our creative process starts with understanding the client’s vision. From initial sketches to selecting the finest materials, each piece is carefully designed and brought to life, ensuring it resonates with the client’s personality
What noble metals and precious gems do you prefer to work with?
We primarily work with yellow, white and rose gold incorporating diamonds, emeralds, rubies, and sapphires into our designs for their enduring appeal and exceptional quality. I love travelling around the world to source unique gemstones. Each gem inspires me to create bespoke jewellery, blending natural beauty with artistic design to craft truly unique pieces.
For us, every piece of jewellery is more than just an accessory—it’s a legacy, a celebration of life’s precious milestones. Each creation is thoughtfully crafted to weave in stories of love, joy, and cherished memories. Thus, our designs are made to be treasured for generations, adding sparkle not just to moments but to lives.
What is a quintessential Jhoomer Jewels’ patron like?
Our clients are discerning individuals who value exclusivity and impeccable craftsmanship. They often seek timeless pieces that carry sentimental value. The promise of a unique experience and the joy of donning a statement piece is what makes our customers come back to us. It gives me immense pleasure when my creations are adorned by the clients.
Tell us about your latest collection ‘Wings of Wonder?’
Our latest collection “Wings of Wonder” captures the ethereal beauty of these graceful creatures in motion, blending the shimmering allure of exquisite gemstones with the fleeting grace of our winged friends. Each piece in this collection reflects the elegance and freedom of flight, evoking the majesty of the natural world as envisioned by us. With every jewel, vibrant colours and precious materials converge to create a breathtaking harmony, celebrating the wonder and grace of nature’s aerial dance.
Describe your retail model?
We operate boutique stores in Delhi and Mumbai, offering personalised jewellery experiences. Each piece reflects our clients’ unique personalities, with detailed insights into the design process and final finish. We ensure a warm, tailored environment for every client.
Do you export? What are your strong domestic regions?
Our jewellery is crafted exclusively for the Indian market, designed to complement bold, flamboyant styles with our exquisite creations.
Do you have any expansion plans?
We have an exciting journey ahead as we will open our boutique store in a major metropolitan city. Our mission is to bring our exquisite jewels to women who want to express their vibrant personalities and elegance.
Are there any jewellery designers/labels other than yourself that inspire you?
As a designer, I draw inspiration from some remarkable names in our field, one of which is Van Cleef & Arpels. They are pioneers in the industry, known for their refined, futuristic designs, innovative techniques, and exceptional craftsmanship.