Known for its much-loved multi-dimensional pieces, moonlit ornaments, and one-of-a-kind designs in diamond and jadau pieces, Irasva Fine Jewellery will be showcasing its latest bridal and festive collections at the Sverve Exhibition, on September 9, in Hyderabad this month.
Born in the year 2019, the brand has earned a reputation as a symbol of excellence among its patrons in India, USA, Canada, UK and Asia. “For us and our Irasva wearer, jewellery is not only about the occasion but actually about how it makes a woman feel. When the purest of emotions, ‘ira’ or love, formed an eternal bond with ‘sva’ the essence of self; an inseparable harmony of self-love called ‘Irasva’ was born,” informs Ketan Patel, CEO of Irasva Fine Jewellery.
A popular name in the gems and jewels industry, Ketan holds an impressive 25 years of experience. At the young age of 12, he learned the tricks of the trade from his grandfather and the skills to grade gemstones. This early exposure instilled a deep passion for the industry within him that has only grown stronger over the years.
Speaking about the brand journey and ethos, Ketan adds, “Design is the core of our brand and it comes through at every touch point — be it form or functionality. Our designers are always striving to push the boundaries of traditional jewellery making. Some techniques have taken us more than 6 months to research and master to bring you one-of-a-kind jewels. We have boutique stores in Mumbai, Ahmedabad and Hyderabad.”
No limits for imagination:
With acumen in understanding the needs of customers, Ketan realised that the women of today were looking for pieces that they could effortlessly wear for more than one occasion. Speaking about creating bespoke products at his posh Banjara Hills store, he says, “The women of Hyderabad have a great sense of style and a keen eye for great designs. We have experienced that women who walked into our boutique were amazed at every piece. I feel that every woman has a unique jewellery personality, which the brand uncovers through a detailed process of understanding and designing. We celebrate jewellery as an extension of a woman’s life and personality, and it is more than just a pretty accessory. What jewellery she decides to wear is reflective of the emotion she wants to feel – it can make her feel alive, feel successful, feel more confident, smile to herself in the mirror when she catches her own shine in the mirror or just walk with a spring in her step.”
The jewellery prices start at Rs 50,000/- onwards, with each of them being BIS hallmarked and IGI certified.
The bespoke experience:
Buying a jewellery piece is very personal and it has to be an unhurried one without the chaos and rows and rows of over-the-counter set up of displays. “We strive to deliver a detailed and personalised experience. Besides the art itself, our stores provide the ultimate luxury jewellery buying experience. At the Irasva’s jewellery atelier, customers can linger around, chat over a coffee and discuss the love for jewellery,” mentions Ketan. He adds, “It is an inspirational house with passionate designers and skilled artisans working with a vision to create jewels that will be cherished for generations to come. We create custom pieces for you from scratch or use your old jewellery to make something new as well.”
