Stars the world over shine in Amrapali
TEXT AND RESEARCH BY PREETA AGARWAL
From Bollywood to Hollywood, it
seems some of the most talented and beautiful people in the world
are choosing to wear one brand in particular: Amrapali.
With a name derived from the famous courtesan in the times of Lord
Buddha, it comes as no surprise that people as admired as
Angelina Jolie are seeking the creations of this singular
brand of Indian jewellery.
Started in 1978 in Jaipur by two
young post graduates of Ancient Indian History and Culture Amrapali
is now well recognised as the epitome of handcrafted Indian
jewellery. Owners of a great collection of Tribal & Ethnic
Silver Mr. Rajesh Ajmera and Mr. Rajiv Arora lay the foundation of
their company by collecting old pieces from remote interiors of
India. They used elements of Ethnic Indians Jewellery in their
designs and revived the traditional methods to incorporate in their
pieces, creating a design language distinct to Amrapali.
Each one is a handcrafted one-of-a-kind piece destined to be
treasured.
The ethos at Amrapali
combines scholarly research with a passion of aesthetic beauty-
values which have won appreciation and loyalty from customers
worldwide. In India itself, Amrapali jewellery has been presented
at various fashion shows by leading names such as Tarun Tahiliani,
Satya Paul, Ritu Kumar, Hemant Trivedi, Sabyasachi, Kavita Bhartia
and Anuradha Vakil. Amrapali has also been designing jewellery for
'Femina Miss India' pageant since 1996. Bollywood film stars like
Rekha, Dimple Kapadia, Pooja Bhatt, Konkana Sen Gupta, Vidhya
Balan, Madhuri Dixit, Diya Mirza, Sonam Kapoor, Kangana Ranaut and
Sonakshi Sinha have frequently been spotted wearing Amrapali
creations.
Amrapali was introduced to
international market by making its benchmark at a high-end
department store Selfridges in London and presently at Harrods. It
was the only Indian Jewellery House that was also Official
Jewellery Sponsors for the Milan Fashion Week 2003. Today, they
have over 25 selling points within India in various formats such as
exclusive outlets, shop in shop and showrooms in various famous
forts of India. They also have a presence in UK, USA, Sri Lanka,
Nigeria and Spain. With such success it comes as no surprise to see
that Amrapali has created a fan club, with American
businesswoman & socialite Paris Hilton, Queen Latifah, Maharani
Padmini Devi and Princess Diya of the Jaipur Royal family,
Mr. & Mrs. Ram Goolam (PM Mauritius), Queen of Bhutan
Ashi Wangchuck, Israel President Shimon Peres. Known families like
Hermes, Corum, Porche, and Barbie-Muller are also on the list.
Recently in May, Amrapali
has been selected for Andrea Palladio International Jewellery
Awards instituted by the Fiera di Vicenza. Amrapali is nominated in
the category of The Best International Jewelry Brand Collection,
with co-founder Rajiv Arora declaring 'This nomination is an
important recognition of our design language and world wide appeal,
Amrapali is the first Indian Brand to be
accepted as truly International'- and with the faces seen here, who
are we to argue?
Learn more about Indian jewellery
with another article by Preeta Agarwal here.
