Farah Khan Ali launches new pret label  

Schenelle Dsouza 
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.  
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. 
Farah Khan Ali
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. 
Amyra Dastur, Farah Khan Ali , Sussanne Khan
Amyra Dastur, Farah Khan Ali , Sussanne Khan
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  
Farah Khan Atelier Aayat
Photo Courtesy: Farah Khan Atelier
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.  
Farah Khan Atelier Aayat
Photo Courtesy: Farah Khan Atelier
Ameera 
Farah Khan Atelier - Ameera
Photo Courtesy: Farah Khan Atelier
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. 
Farah Khan Atelier - Ameera
Photo Courtesy: Farah Khan Atelier
BeCharmed  
An ode to the power of creative self-expression, BeCharmed features a wide array of precious gold and diamond clip-on pieces with a unique set of charms. This collection is a celebration of style that is fashionable and fun.  From sparkling little handbags and tiny cameras to diamond-studded bumblebees and ladybugs, the entire collection is full of spirit. Featuring intricate and meticulous gold craftsmanship with accents of precious gems, enamel and quirky motifs, the BeCharmed collection with a gold chain-link bracelet as its base, promises to become an extension of each one’s unique journey.  
Farah Khan Atelier BeCharmed
Photo Courtesy: Farah Khan Atelier / Instagram
Amaira  
Farah Khan Atelier Amaira
Photo Courtesy: Farah Khan Atelier
A happy coincidence for Farah Khan Ali and Amyra Dastur, Amaira is a collection that elaborates the designer’s love for travel. Amaira which means ‘forever beautiful’ takes on from Farah’s travel escapades across the world in the most stunningly vibrant range of colours – Mykonos collection displayed with vivid hues of deep Indigo blue, the Jodhpur collection with master craftsmanship inspired by the city’s historical tradition, the dramatic and edgy Black New York collection and the Gstaad collection capturing the white of the snow-capped mountains. The collection highlights diversity, uniqueness and unfound treasures that are an artistic expression of the designer’s travel adventures and an ode to the unique cultural narrative of the four places. 
Farah Khan Atelier Amaira
Photo Courtesy: Farah Khan Atelier
 
Speaking about the collections, Farah Khan Ali says, “I have always believed that jewels should be worn more often because they remind you of happy moments in your life. A piece of jewellery is more than just jewellery. It has memories attached of happy moments and people whom we love. Wanting to reach out to more people who believe in celebrating life as much as I do, I decided to launch Farah Khan Atelier, a brand of fine jewellery that celebrates the finest gems of the human spirit – love, faith and resilience.” 
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