India is known the world over for its rich legacy of handcrafted and bespoke jewellery. In modern times, creative young entrepreneurs are taking this legacy forward by crafting beautiful adornments with a contemporary twist. A great example of this is the brand Zariin, founded by talented sister-duo Vidhi and Mamta Gupta, which offers handcrafted gold dipped jewellery playing on the natural textures of semi-precious stones.
Established in 2010, Zariin prides itself on its signature look—raw, uncut gemstones dipped in 22kt gold. Back then, their approach looked in the face of prevailing industry standards of working only with polished, smooth and perfectly defined crystals and stones. By using uncut and unpolished gemstones instead, the brand appealed to modern sensibilities, quickly gathering a fan-following amongst independent women who embraced their flaws and imperfections.
Without a formal education in this field, the founder sisters rely on their creative energies and personal expressions to create eclectic, sophisticated jewellery that appeals across the board. Their Business degrees— Vidhi is an alumnus of Kelley School of Business and Mamta of Delhi University’s Shriram College of Commerce—coupled with their entrepreneurial spirit and passion for their chosen medium, have allowed them to make a successful venture of their dream.
Since jewellery is a form of expression for women, the sisters create their pieces taking inspiration from their travels, latest fashion trends and other experiences. “We create pieces that are deeply rooted in Indian craft techniques and jewellery-making traditions, yet resonate with the global women of today. Jewellery is after all, the most used fashion accessory in people’s daily dressing,” they say with a smile.
Both affordable and wearable, Zariin’s line offers the luxury of gold jewellery in a new and exciting format. Hence, it intrinsically appeals to modern women— those who are empowered, ambitious, and handle numerous responsibilities of home and work, while looking uber-stylish, using their outfits and accessories as mediums of personal expression.
The dedicated team behind Zariin attempts to consistently innovate and create, so they can cater to the needs of women of all ages and stages in life—in India and abroad. The founders claim, “staying relevant in an oversaturated market can prove challenging at times, but if your product is unique, it makes its own place in the market.” Zariin’s success story, since its inception, proves this claim well. The label was quick to gain international acclaim, being picked by popular retail boutiques like Anthropologie and Calypso St. Barth in the United States, and Babylone and Hankyu department stores in Japan. Quite early in its journey, Zariin received the GRAZIA Young Fashion Award for Excellence in Accessory Design in 2013, along with being awarded the prestigious ELLE Graduate recognition in Jewellery. Apart from retail success and awards, the real reward is always reflected best through loyal patrons. Zariin has been adorned by celebrities like Sonam Kapoor, Deepika Padukone, Priyanka Chopra, Nargis Fakri, Soha Ali Khan, Kalki Koechlin, and the international stars of hit TV series All My Children and Gossip Girl.
Vidhi and Mamta Gupta credit the international success of their brand to its being launched originally in the US. “Before shifting base to India, the label first established itself in the US, while staying true to its Indian roots. Today, Zariin is available in 21 countries and retails in over 200 stores worldwide. The major international markets for our brand are Japan, China, Korea, United States, UAE, Bahrain, Canada, Germany, Netherlands, Spain, Australia, Mexico, among others, with a number of reputed stores stocking our wares including the ones in USA and Japan mentioned above and Saks 5th Avenue in UAE and Bahrain and Husk Chain Stores in Australia,” explain the founders.
By staying true to their brand value and catering to the ever-changing tastes of a wide customer base, they have consistently provided unique and high quality artisanal products at accessible prices. These qualities have kept Zariin at the forefront of the jewellery creation business. The brand has pioneered the usage of uncut stones that can be integrated seamlessly into a woman’s daily wardrobe, and is occasion-neutral.
Zariin’s artisanal accessories are innately Indian, with a contemporary twist. Their selection consists of chunky statement pieces, dramatic layers, minimal and delicate designs, and stacking basics. Ranging in price from Rs 2,000 to Rs 20,000, there is something for everyone in this line.
