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    Launching her new jewellery brand, Wite gold, Tamannaah Bhatia is set to showcase lessons learnt from her father

    When actress TamannaahBhatia was really young, she used to love apples. And so her mother made her apple- shaped earrings with a single diamond in it. That was the actress’ earliest introduction to jewellery and needless to say, her favourite. Now, the 25-year-old self-taught designer has launched her own online jewellery brand, Wite gold, featuring light and easy-to-wear designs in 18 carat gold. With her Mumbai-faced father  already in the jewellery industry for the past 10 years (he sources and polishes diamonds), the actress says it made sense to have an online portal. “Whenever I’m in Mumbai, I spend a lot of time with my father. I spend time understanding how the stones are categorised,” says the Paiyaa girl who is busy sketching jewellery designs when not shooting.
    Pocket friendly
    The website currently has up to 1,000 pieces with regular updates featuring gemstones like sapphires, rubies and emeralds, opals and pearls. As for their budget strategy, Bhatia says, “the collection starts from `12,000 and goes up to a lakh of rupees and more. We are targetting people who want to shop between the 12K and 50K categories. We want to tell people that designer jewellery is no longer a luxury.”
    Special appearence
    A Tamannaah-inspired collection that has signature pieces designed by the actress. Bhatia says her light-weight and simple designs are girly. “I like jewellery that is feminine and complement what’s already there, no matter how someone wears her clothes or make-up. From the collection, I like this necklace which is just a sapphire with a chain, but it is striking because of its pop up colour. I likepieces that feature just a stone, but are still eye-catchy,” explains the actress who looks at designing jewellery as a creative outlet and is a fan of Cartier designs. They also have in-house designers whose work is  approved by Bhatia.
    Fine balance
    The actress who is also popular in the Telugu industry, has been working on her portal for the past two years. She  claims that the venture is not just a hobby. “Right now, I’m learning to balance acting and the brand. I wore one of my pieces for the launch of a jewellery brand and the owner immediately ordered the same piece for his wife. This encouragement is what I’m looking for,” she signs off.
    Details: witengold.com

    — Mrinalini Sundar

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