For connoisseurs of fine jewellery, Delhi’s AKM Mehrasons is a regular haunt. With a nearly 100-year legacy of fine craftsmanship capturing India’s heritage through their handcrafted creations, AKM Mehrasons Jewellers have always been at the forefront. Their age-old legacy now also includes Kasmia —their jewellery vertical with a modern twist. With their flagship store in Delhi and clientele across India and abroad, their steady growth has been inspiring. Deepak Mehra and Pooja Uppal Mehra spoke exclusively to The Daily Guardian about their iconic brand.
Q. Tell us about the history of your brand — how has the journey of becoming India’s premier traditional jewellery brand been like?
A. Our brand was founded in 1925 in pre-partition Lahore, and since then we offer unparalleled quality and exclusive designs at AKM Mehrasons Jewellers. We aim to give life to the age-old traditions and customs woven into the cultural fabric of our country. Our forte lies in conceptualising and creating jewellery that brings out the radiance of the woman who wears it. By promising ethnicity at its finest, our jewellery stays true to its Indian identity, which the 21st-century woman appreciates. We believe it is the confluence of old-world charm and new-age thought, that has been responsible for our success.
Q. When did you branch out into your new vertical Kasmia? What was the vision behind this?
A. Born under the AKM Mehrasons Jewellers umbrella, Kasmia Fine Jewellery is a modern interpretation of timeless, precious jewellery aimed at the 21st-century global woman. Our vision was to deliver contemporary aesthetics through clean cuts, fine gemstones, and designs that make a statement. Hence, our pieces are perfect for an evening of elegance or joyous festivities. We believe we have achieved what we set out to do with Kasmia as it has earned a strong clientele across the globe. Our brand is known for retaining newness and keeping the integrity of crystal clear diamonds intact. We pay attention to every detail of production, from the design to the setting of diamonds, and even the cases they are eventually sold in.
Q. Tell us about your latest collections and the design inspiration for them.
A. Our new collection — Kasmia Bride Tribe — is aimed at beautiful bridesmaids. The pieces have been inspired by the versatility of diamonds, that ensures they are understated yet effective, and can easily be paired with a range of outfits. For an evening gown, you can opt for an intricately handcrafted diamond necklace and earrings set that will perfectly frame your face or with a lehenga to make a statement.
Q. How did the pandemic affect your business? Did you establish a strong digital vertical at this time?
A. We have always given importance to the digital medium and made sure both brands have a strong digital presence. During the pandemic, we stayed connected with our old clientele and built a new customer base from our website and Instagram page. This allowed us to thrive even during the pandemic.
Q. Has investment in jewellery increased with the economic uncertainties of the last couple of years?
A. The pandemic has affected everyone, however, people still remain optimistic. Weddings have continued in an intimate fashion. Since people were not spending as much on guests and large venues, more was spent on the bride’s jewellery, that also served as an investment for the future. Kasmia, as a versatile brand, became quite popular with consumers at this time.
Q. To what do you attribute the popularity of your brand among celebrities?
A. At Kasmia, our strength lies in our timeless and classic designs, that attract many celebrities. Each piece is a memento of beautiful regalia paired with modern elegance. At AKM, the focus is on heritage jewellery through exquisite craftsmanship. We believe such qualities have led to celebrities choosing our pieces frequently — whether for personal commitments or promotional purposes.
Q. What are the jewellery trends one should look out for in the near future?
A. Since we have all been restricted to communicating virtually, the expression of our style is from the waist up. It’s no surprise that statement earrings are bigger — both physically and metaphorically — than ever. Another trend we see on the rise, are clusters of pear-cut white diamonds that taper elegantly into long diamond drops, that look opulent yet sophisticated.
The interviewer is a lawyer who pens lifestyle articles for various publications and her blog www.nooranandchawla.com. She can be reached on nooranand@gmail.com.
