Mumbai-based designer Purvii Asher is known for exclusivity – be it her unique lines or bespoke commissions; she has also mastered the art of refurbishing old jewellery. The first-gen jeweller speaks about the evolution of her namesake brand that she founded in 2016.
Purvii Asher graduated from Mithibai College, but her preference for art and graphic designing steered her to take up a basic course in gold jewellery from SNDT. That helped her find her calling! To hone her skills further, she enrolled for a few more jewellery designing courses from reputed institutions and tutored under famous designer Gautam Banerjee.
Purvii believes that a piece of jewellery is not only the coming together of precious metal and gemstones, but also a reflection of the designer’s vision to create timeless and contemporary pieces. “As a designer, I enjoy being the messenger of happiness and get a high when my client beams with satisfaction after wearing the bejewelled piece.”
What drew you to the world of jewellery design?
I belong to the Bhatia community, and it is customary among us that every household must have a personal family jeweller, commonly known as Zaveri. Once, my father asked me to get a piece of jewellery made within a given budget. I had something particular in mind, but our family jeweller couldn’t understand what I wanted. He thrust a catalogue full of jewellery products, and asked me to pick a design from the existing collection only. Customisation of jewellery was not in vogue then. I gave up.
This incident led me to explore more about the jewellery world and I finally enrolled in SNDT for a course in gold jewellery designing. That is how my journey started!
Tell us about your brand and when was it launched?
I launched my brand in 2016. From finding karigars to connecting with trustworthy diamond merchants and investing a time in learning the art … the journey has been exciting.
Which are your major domestic and export markets?
I initially started with domestic clients, mainly catering to Mumbai. Today, I export to Dubai and America.
I cater to anyone who wants something special; or a piece with a particular budget in mind; or someone who desires to refurbish her old jewellery. My creations are timeless, wearable and I believe in offering value for money.
What inspires your collections.
People inspire me. I travel extensively and my interactions with people from distinct cultures inspire my designs. On a broader note, I derive my inspiration from nature – from flora and fauna to the rivers, oceans, stars and more.
For bespoke commissions, each piece is designed depending on the client’s personality and preference. I just follow my heart and give my best to make my customer happy by creating the best buy that they always wanted. My ability lies in understanding a client’s need and design a piece as per her vision.
What according to you is the psyche of today’s consumer?
Today’s consumer, irrespective of age, wants to own a piece of jewellery that she can connect with. Clients are seeking affordable and minimalist designer jewellery in lightweight gold and silver accented with gems and diamonds.