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    Minnie Menon believes in looking and feeling good and she brings this philosophy to her intriguing new line of jewellery. Former advertising executive, erstwhile sports management honcho, B-school board member and a well known socialite, Menon is back after a brief hiatus. For the uninitiated, she confesses, “I have been making jewellery for over 10 years now. It started as a hobby. I would  make my friends personalised gifts which they would love.” She launches her semi-precious line of earrings and necklaces at Mehta Jewellery on October 4.
    Made for you
    Set in sterling silver, with a delicious palette of gems sourced overseas, Menon tells us that her design is guided “by a strong sense of imagery. I have a person in mind while I create a piece.” Nevertheless, every piece in her eponymous jewellery brand is evocative of her. Interestingly, in limited edition pieces, rocks take centre stage. From a pearl white moonstone at the tip of an all white party (necklace), a refreshing lime green fluorite choker with rough edges, black onyx beads to flirty purple drop earrings, every piece is imminently wearable. “I wanted my jewellery to be versatile. They can be worn gracefully with both saris and western clothes,” Menon offers.
    Building a brand
    “Chennai is not home to a well-known semi-precious brand,” she shares, aiming to make her boutique brand the first of its kind from the city. “Jewellery has to evolve with society. We simply can’t own just heavy gold pieces. We need jewellery for parties, travel and  much more,” she reasons.  The columnist intends to carry on with her other work as well. “The city made me a socialite. It’s a job too; one which I take seriously,” she offers. The designer plans to nurture her designs and exhibit abroad. In her début collection, we look forward to cocktail rings and bracelets and appreciate her personalised note and jewellery cases, something not a lot of other boutiques in Chennai provide.

    On October 4, at Mehta Jewellery in Alwarpet. Priced between `4,000 and `22,000. Details: 24662665

    —Shibi Kumaramangalam

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