Good news for Amrapali fans as the Jaipur brand gets a new home on Khader Nawaz Khan Road
OR years now, Jaipur luxury jewellery brand Amrapali has lured both locals and well-heeled travellers who drop by at Amethyst. Be it their edgy silver jewellery, gold-plated designs or fine jewellery with an antique connect, Amrapali is one brand that caters to women of all ages. So news of a standalone store in the city, especially on the swish Khader Nawaz Khan Road, should gladden our hearts. It is once again a collaboration with multi-brand boutique Amethyst — after all, this partnership began in 2000, when the charming Kiran Rao invited Amrapali’s founders Rajesh Ajmera and Rajiv Arora to showcase their exquisite collection at her space. Amethyst, then in Gopalpuram, soon became the jewellery brand’s address in Chennai. The new store is outfitted like a luxurious apartment. Rao’s involvement in the aesthetics of the space is evident, from the Jaipuri wallpaper with peacock motifs the elegant grey and teak palette. Her brief to Niels Schoenfelder of Mancini Enterprises — ‘‘distinctive and international for the precious section’’ and ‘‘playful, with Jaipur references for the silver section’’.
Ahead of the curve
“The new showroom gives us more space in a good retail location for high-end couture. Amrapali has some pioneering designs; they restore beautiful patterns and also cater to cutting edge international designs,’’ says Rao, adding, ‘‘The Manish Arora collection, Chandrika collection and especially the Dark Maharaja collection are trend setters. Be it gold, antique, precious stones or base metals, their compelling designs have brought Hollywood knocking.” Besides the vast collection of emerald jewellery, the signature lines to look out for include the heritage Jadau. ‘‘We have a fantastic peacock necklace, reminiscent of the famous peacock doorway in the Jaipur City Palace,’’ shares Rao. The store will also include the Amethyst Room, with select brands like Raw Mango and Anavila.
Commissioned by Harrods in London to design the Queen’s crown in 2012, Amrapali is patronised by the “affluent, well-travelled and cosmopolitan” woman, according to Tarang Arora, Rajiv’s son who heads the design team at Amrapali. Present at the launch, along with the founders of the brand, he later said, “The best of Amrapali is here. We have presented all that we are known for — some exquisite pieces in gold, silver and fine jewellery. We have also ventured into bridal jewellery in silver for destination weddings.” The brand now has 36 outlets and their website, tribebyamrapali.com, ships to 220 countries worldwide.
—Preethi Ann Thomas