If you happen to be in Shahpurjat Village in New Delhi, multi-designer jewellery store Nimai, with its whitewashed walls and antique furniture displaying carefully curated trinkets and baubles is a must visit. But for those who don’t have the time to make it all the way to the Delhi store, their two-week-old e-commerce site, shopnimai.com comes as a boon. Launched back in 2013, the brand is the brainchild of Pooja Roy Yadav, a former brand consultant, whose love for jewellery saw her switching careers. So while she was earlier working with brands like Tom Ford, TAG Heuer and Ermenegildo Zegna, she currently works with names such as Dvibhumi, Eina Ahluwalia and Suhani Pittie — all Indian jewellers known for their handcrafted collections.
Calling themselves India’s first multi-designer jewellery brand, Nimai has about 55 labels on board. And while their Delhi store has an elaborate collection of necklaces, bracelets, bangles, earring, rings, brooches, headgear and body harnesses, the e-boutique, Yadav tells us is more tightly curated. “Online, people have a higher chance of losing interest quickly. So we need to be careful with what we stock,” explains Yadav, adding that they only sign on designers who handcraft and are not shy to experiment. Apart from a few recognisable names, such as Pittie and Ahluwalia, the others are largely emerging designers who are willing to push boundaries, use unusual raw materials, and work with artisans. “Our designers play with materials like paper, wood, cement, clay, nuts, bolts, leather, glass, stones, shark teeth, fossils, and semi precious stones,” she reveals.
Highlighting prime examples of the kind of brands to expect on shopnimai.com, Yadav says, “The brand Crimson is totally funky. They make pop art themed jewellery, think ice cream and unicorn motif earrings and necklaces. There’s also Chicory Chai by Himani. She turns antique coins into jewellery. Absynthe Designs specialises in making baubles out of watch parts. Then, there’s Metallurgy by Advaeita. Her earrings, necklaces and rings are fashioned out of industrial junk.” Despite the recent launch, Yadav is already busy with the opening of her second store in Manhattan, New York. “It’s not a standalone store, but a shop-in-shop. And we’re quite thrilled to open at such a location,” she enthuses. Rs 2,000 upwards. Details: shopnimai.com
— Rashmi Rajagopal Lobo