Mumbai-based Nandita Jhaveri’s world of jewellery blends her love for art, textiles, handicraft, and jewellery to present pieces that are rooted in Indian heritage yet have a modern charm to them.
Jewellery was not her first calling, but Nandita Jhaveri ventured into it quite accidentally after the birth of her first son. She talks about her growth curve, one that is spurred on by Instagram, and the joy of creating interesting, fuss-free jewellery that can be celebrated every day.
Her eclectic collection of traditional, contemporary, and Art Deco-inspired baubles in gold and silver are much loved by her global clientele, many of whom are from the art world. Some of the pieces are her own creation, while others rely on her ability to curate interesting designs from different corners of India. Curation and designing jewellery come naturally to Jhaveri for she grew up in a family with astute design sensibilities guided by her father’s experimental jewellery designs.
How did you get into jewellery?
My father was a jewellery designer. He was fairly avant-garde for his time. While most people did very typical diamond and gold pieces, my father experimented with semiprecious gems. He would mix art and jewellery. He was one of the patrons of Anjolie Ela Menon and would collaborate with her to make pendants out of her paintings.
I did my schooling in India and went to the US to study when I was 18. I finished college, worked in California after I got married and later moved to London. It was only after my first child was born that I started thinking about doing something which involved owning my own time. I didn’t see myself going to a job every day with a young child to look after. My mum suggested that we do a jewellery exhibition of curated pieces sourced from India. That’s how my business started in 2004 in London.
The format was quite different then because I would curate a bunch of things and have exhibitions in hotel spaces, twice a year. I would not work every day. I moved to India in 2008 and started manufacturing my own jewellery and started seeing clients privately. My business has grown from that point.
Tell us about the jewellery that you make and curate.
I come from a family where all of us are driven by aesthetics. My sisters are gallerists. Even in my business, I am very design focused, and don’t restrict myself to any one material or jewellery style. I love working with silver, gold, polkis and semiprecious gems. Many of my pieces are in the range of Rs. 60,000 – Rs. 80,000.
I do pret wear, and manufacture some pieces, source others and sometimes assemble things in an interesting manner.
What are your clients looking for currently?
Increasingly people are looking for jewellery that is attractive, wearable and within a certain budget and travel friendly. They want pieces that can cross over from day to night. People are looking for jewellery that is easy and striking and blends contemporary and traditional elements.
You mentioned that Instagram has been a big boon for you…
So until last year, I had 1,500 followers on Instagram. I have never been very marketing focussed but I would occasionally post my designs on Instagram.
Suddenly in December 2021, my Instagram following started growing rapidly. I now have 15,000 followers and it has made my business much more successful and hectic. It has not only helped me reach new audiences but is important for my existing client as well. People don’t really come by my home as frequently anymore. They check my Instagram posts and message me to find out about pricing and availability.
What inspires you?
I love any form of craft especially tribal and folk textiles, art, craft and sculpture. That’s where I get my inspiration from. I draw a good amount of my aesthetic energy from colour as well. Whenever I travel – even if on vacation – I make it a point to visit markets and looking at jewellery, fashion, art, and handicrafts.
Which is your favourite jewellery sourcing destination?
I source a lot of silver findings and stringing material from Thailand. In India, I love my trips to Jaipur. I never get tired when I am out-and-about looking at jewellery to add to my collection. When I am at home and have to multitask constantly I get exhausted by the end of the day. I think the energy I summon when working comes from my genuine love for what I do.
If you were not a jeweller, then what would you be?
I would have been a textile or antiquities dealer. I have a good eye for certain types of antique and folk art. When you grow up around it, you absorb it organically. You develop sensibilities which are hard to develop through formal training.