Farah Khan Ali launched her label Farah Khan Fine Jewellery more than 18 years ago. The label recently turned over a new leaf with her new pret label – Farah Khan Atelier.
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After the launch in Dubai and Abu Dhabi with the prestigious Damas Jewellery Group last year, the designer brought Farah Khan Atelier to India on February 24. Launching the label, Ali unveiled four new collections: Aayat, Ameera, Be Charmed, and Amaira under her new pret label.
Living in the moment
Created during the pandemic, Farah Khan Atelier is a collection of wearable jewellery that celebrates living in the moment. “The pandemic made me realise that everything is so fragile and so we have to live in the moment. And so I wanted to create pieces that were colourful and beautiful, that would remind you of the happy moments in your life and to live in the moment. That is what Farah Khan Atelier stands for,” says Farah Khan Ali.
The launch of Farah Khan Atelier was accompanied by a campaign that featured Farah’s sister Sussanne Khan who is also the brand ambassador for Farah Khan Fine Jewellery, along with Indian actor Amyra Dastur.
“Both Sussanne and Amyra are perfect muses for Farah Khan Atelier as they embody the values of substance blended with compassion and style with individuality and empowering combination that serves to inspire others as well”, adds Farah Khan Ali.
Farah Khan Atelier was unveiled in India with four new collections: Aayat, Ameera, BeCharmed and Amaira – each carrying forward the pillars of design, quality and craftsmanship and yet having a unique personality of their own. The new pret label was designed under the monogram Aayat which includes the four pillars of the Farah Khan Fine Jewellery – nature, architecture, love and ethics. The monogram takes form in all four of the collections.
Aayat, in Urdu means ‘miracle’. It is the essence of creativity, defined by the commitment of the four pillars of Love, Ethics, Nature and Architecture – which surround Farah Khan Fine Jewellery. A graceful rendition of balance and harmony, the collection features a tetrad (a structure featuring a group or arrangement of four) as its motif and is designed with flowing curves balanced with geometric lines. ‘Aayat- The Monogram Collection’ represents stylish wearable art ranging from ultra-modish pendants, stylish earrings, rings and trendy bracelets, each one carrying with it a memory special to the person who adorns the piece and is a celebration of the miracle of life itself.
The Ameera collection presents the brand’s signature style in a collection of colourful gemstones set in gold, each representative of emotions. Lilac chalcedony represents innocence, purple amethyst represents royalty, lime green lemon quartz represents confidence and sky-blue topaz is symbolic of ethereal peace and serenity. With jewels resembling the finest heirloom treasures or a classic royal fairy-tale, each piece of the Ameera collection is a conversation starter that passionately expresses the brand’s style in a series of fabulous and enchanting pieces.
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