Sonam Balani, the visionary behind the jewellery brand AlmaFive, delights in crafting modern and purposeful collections that resonate with both celebrities and everyday individuals alike.
Can you share details about your educational background and how it has influenced your journey in the world of jewellery design? Are you a first-gen jewellery?
Transitioning from business school to immersing myself in the textile and clothing industry for years, I witnessed the harmonious fusion of creativity with technical expertise. Captivated by the rich crafts and skills of India, I embarked on a mission to redefine the convergence of Indian craftsmanship with Western aesthetics.
Could you offer insights into the inception and evolution of your brand, AlmaFive, shedding light on the key milestones and inspirations that have shaped its identity?
My journey into the jewellery space has been one of serendipity and intuition. While being born and raised on an island where nature, the ocean and beautiful aesthetics become your everyday life, it felt natural to sketch and create jewellery. It’s an adventure of sorts. The creative process of blending different materials that have distinct characteristics is a visual celebration that continues to fascinate me.
Being in the industry for 4 years, I’ve had the opportunity of being featured in Vogue, Grazia and Architectural Digest, which has continued to encourage us to create beyond our limitations.
Can you walk us through your creative process of designing your jewellery? What steps and techniques do you employ to bring your unique designs to life?
For me, the first step on the drawing board is to understand the root of why I design, the understanding of the message I want the pieces to convey and what gives us a sense of freedom. In every step of the process, we channel the intimate feelings of what we want our clients to embody. We then start to explore the intricacies of materials, stones and platings we like and create some sketches. From there we go back and forth until we’re satisfied with our final pieces.
What distinctive design elements does your brand employ to distinguish itself in the highly competitive jewellery market?
We recognise that in the highly competitive market, distinctive design elements play a pivotal role in setting us apart. We infuse our designs with a blend of innovation, elegance, and personalisation to create pieces that resonate with our discerning customers. Cultural experiences in nooks and corners of the world, and their people who embody very rooted practices continue to pave the influence of our designs.
What are the materials you use for your jewellery? What is the generic price point of your product?
The materials we use are gold-plated on fashion jewellery and gold-plated silver jewellery depending on the ethos of each collection. The foundation of our brand lies in its designs. Research, development, and innovation are crucial to creating unique and appealing pieces that resonate with the target audience. The price point of our pieces is in the range of Rs. 8000/- and up.
What inspires you? Are there any recurring themes that you find yourself drawn to?
What inspires me the most is the diversity the world has to offer, the cultures and traditions of people, the feeling of freedom and confidence that we as humankind can produce and leave behind as a love note in time. The most intimate feeling for me is when our creations are worn by people, which makes us feel very special.
Tell us more about your latest collection.
Our latest collection depicts the evolution of the next level of our brand. We’ve taken our time to study the amalgamation of geometry in culture and create pieces merging character and symbolism together. We look forward to sharing more with you. In the meantime, be part of our community at www.instagram.com/almafiveofficial to stay in the know.
How does your brand stay in tune with the ever-evolving preferences of consumers in the dynamic jewellery market?
Staying authentic to our values of freedom, self-expression and the story we want the world to see continues to shape how we express ourselves in jewellery. Our method includes building in those values where the consumer resonates, and this represents a key aspect to what we do. Consumers may change their preferences, though the reasons why we consume stay the same.
In the age of digital media, how has your brand effectively utilized digital platforms to engage with and connect with its audience, and what strategies have proven to be the most successful in this regard?
The consumer is evolving faster than we’ve ever seen. Our worlds of fashion, expressive design, materials, and movement are all merging into a powerful world of its own. In the age of digital media, we’ve seen these being done successfully by breaking barriers of geographical location and knowing that creative thought outside our physical spaces can be embodied for the whole world online. For us, this has been a core of how we as a brand can emerge.
What is your retail model?
We’re an e-commerce business and bespoke jewellery brand.
Could you describe a typical day in your life and share some of your personal interests and hobbies?
I enjoy early mornings with a walk amidst nature. Prior to attending meetings and calls, I listen to some meditative music. I am most productive in calm environments, where I can best collate my ideas at work. The ocean serves as my sanctuary, offering moments of rejuvenation with good reading material. These days, I’ve been enjoying watercolour painting. And as a tennis player, the sport enriches each day with keeps me fulfilled.