In November 2019, Raniwala 1881 pushed the boundaries of traditional polki jewellery to present it in a contemporary light. The Jaipur-based brand, known for its bridal jewellery, experimented with size and form for their first ready-to-wear line.
The collection, created in collaboration with luxury fashion consultant Nisha Jhangiani, has an Art Deco spirit combined with Indian motifs.
Witnessing an exponential demand for polki jewellery and daily wear jewellery in the last few years, the founders of Raniwala 1881, Abhishek and Abhiyant Raniwala created a collection that is true to their core, yet fresh on designs.
Looking at the great response, the jewellers put their plan for an e-store into action launching rtwbyraniwala1881.com this week.
It took them more than a year to launch their e-store but Abhishek Raniwala explains that they wanted to understand the digital space before jumping in to it. The digital world is very different from running a traditional jewellery store and they wanted to get it right.
The collection has been expanded since October 2019, but the jewellery follows the same contemporary language. The polki pieces with a smattering of gemstones range from Rs.30,000 to Rs.2,00,000.
Many of the designs include crescents and stars, motifs that were a rage last year and continue to be a trend this year as well.
From bridal to daily wear
“Our endeavour is to take polki or uncut diamond jewellery to everyone and for them to wear it daily. We want it to have a wide reach, but at the same time maintain our set of values, so the pieces are in 14-karat gold,” shares Abhishek Raniwala.
They are already working on the second prêt collection, which will be launched in the next 60-90 days. It focuses on the back-to-basics philosophy is all Raniwala reveals for now.
The refreshing designs are not only appreciated by the youth but also found its own space in the gifting segment, especially for weddings and auspicious occasions.
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Brand identity sets the tone for success
Over the last couple of years, the brand has transformed itself from being a traditional jeweller into one that is more in step with the times. Embracing social media, investing in ad campaigns and creating new lines to woo the millennials were part of this process.
“We explored our DNA and became more aware of our roots and our design philosophy. We then accepted our existence and then amplified it, shares the fourth-generation jeweller.
For Raniwala, success lies in nailing brand identity. “When you know your identity, it is very easy to hold a conversation in terms of manufacturing jewellery, telling your story, connecting with people, and becoming more accessible. In jewellery, validation and trust are key components and that can only happen through appropriate identity,” shares Raniwala.