Sangeeta Boochra and NIMAI, two powerhouses in the world of jewellery, based out of India, with distinct DNAs, have joined hands to open their first collaborative flagship retail store in Mumbai called Sangeeta Boochra X NIMAI. While Jaipur-based Sangeeta Boochra was founded in 1897 and is known for its stunning heritage jewellery, NIMAI, born in 2013, is ‘India’s first multi-designer jewellery brand’, much coveted for their edgy-cool designs. The Mumbai store opening was marked by the launch of The Anantaya Jewelry Collection by Sangeeta Boochra X Santoshi Shetty.
The Telegraph chatted with Abhineet Boochra, co-founder, Sangeeta Boochra Jewellery, and Pooja Roy Chowdhury, founder, NIMAI.
Director and Co-founder of Sangeeta Boochra jewellery
This is a powerful and unique collaboration. How did it come about?
Abhineet: Sangeeta Boochra is a globally celebrated heritage jewellery brand with a glorious legacy of 130 years. The brand works with master craftsmen of India and has created an extensive portfolio of exquisite handmade jewellery showcasing the rich crafts and craftsmen of India. With 50 stores and a network of 25,000 artisans, it is arguably one of the biggest brands with such a network.
Pooja: NIMAI is India’s first multi-designer jewellery brand. The brand showcases works of over 100 contemporary jewellery designers of India and has a special affinity for curating artists experimenting with unique mediums and techniques to create jewellery with a distinct narrative.
Abhineet and Pooja: The brand promoters met in 2015 and realised that they share a similar vision and passion towards heralding the rich crafts of India to a global audience. They saw tremendous merit in joining forces to create a collaborative retail space celebrating traditional and contemporary jewellery emerging from India.
Pooja Roy Chowdhury, founder, NIMAI
What kind of designs will this flagship store stock and how different will it be from what Sangeeta Boochra designs and what NIMAI stocks already?
Pooja: The collaborative store is designed to showcase the entire gamut of traditional and contemporary jewellery emerging from India with a special emphasis on design, craft, mediums and techniques. This flagship store is slated to emerge as a destination of sorts for all jewellery enthusiasts and global travellers curious to discover jewellery from India — almost like an interactive encyclopaedia of jewellery.
Also, is there a separate team designing collections that this store will stock?
Abhineet: Sangeeta Boochra X NIMAI have put together a separate team to expertly design and curate jewellery collections that complement each other. Bandra is a busy market and already attracts high footfalls. We are ensuring that we cater to all jewellery sensibilities and all pockets. .
Neckpiece from Dookdi, available at NIMAI
Pooja, what is your favourite thing about Sangeeta Boochra?
Pooja: The first word that comes to mind is timeless. I am obsessed with jewellery and have access to all kinds yet you will see me sporting Sangeeta Boochra jewellery more often than not! They have done a fabulous job of creating daily-wear jewellery that are effortless yet carry a strong connect with India. I have worked closely with the team since our early inception days and have been intrigued with their in-depth knowledge and understanding of the jewellery trade.
Abhineet, what is your favourite thing about NIMAI?
Abhineet: I love the team behind NIMAI and their approach towards stock curation. The way they look at designs and the way they market it. NIMAI being the first multi-designer jewellery store, we started working with them since its inception and it is always fun working with them. They are very clear with their design aesthetics.
Rings and bangles from Isharya, available at NIMAI
Who is the muse or target audience?
Abhineet and Pooja: Mumbai is the land of dreams! We love the city’s vibe and are targeting the young audience but we have stocks for 35 and above too as Bandra is more young and attracts a larger Bollywood crowd.
Are you planning to take this to other cities?
Abhineet and Pooja: Yes. We have a collaborative space in Khan Market, New Delhi as well. We will be expanding to more cities in the near future.
The Anantaya jewellery collection
Why do you think collaborations are the need of the hour?
Abhineet and Pooja: Collaborations over competitions. The pandemic has taught us valuable lessons in slowing down and being more aware of the now. Everyone has a key area of expertise and if complementing businesses partner with each other, business goals can be more effectively achieved.
Pictures courtesy: Sangeeta Boochra and NIMAI
