Jan 30 2018
Sangeetha Jewellery: The art and science of traditional jewellery design. They call their creations – jewellery with a difference.
Yes, Sangeetha Jewellery at Kochi has been setting themselves apart with the lasting beauty and intricately delicate jewellery collection that are so beautiful that they become heirlooms to be handed down generations.
There are customers willing to trade their jewellery for fresh new collections but they will have the few star pieces that inevitably came from Sangeetha Jewellery that they will never part with. The jewellery has a long history but its connection with authentic traditional jewellery began in 1986 when Dr.Shaji Paul, who was, of course, a medical practitioner by profession, began taking a special interest in the science and art of jewellery design.
Dr. Shaji Paul decided to take a special interest in the jewellery business which was being looked after by his wife Mrs. Mini Shaji. So he flew to Bombay (called Mumbai today) and began his tryst with jewellery design. He was impressed by the beauty and the intricacies of traditional Indian jewellery design and decided to recreate some of the pieces in Kochi at their jewellery unit. Initially, there was a lot of resistance from all quarters and even internally there was scepticism on the “salability” of such jewellery that just did not look like gold enough. Traditional jewellery style has a tarnished dark look that highlights the intricate and delicate work and nuances of each element. Precious stones are an integral part of the design feature and intense training had to go into the making of the jewellery by the traditional goldsmiths with Sangeetha Jewellery who were not very familiar with such work.
A couple of designs were worked out with the help of a gold jewellery designer who was trained and certified by the Gold Jewellery Council. A concept was approved and a design was created which was then converted into a full jewellery set. This jewellery sat in the showroom, appreciated by all until it was finally bought by a customer from Mumbai after sitting in the showroom for a good six months.
This led to a serious analysis of the issues on why such a thing of beauty didn’t find buyers. It was decided that such heavy and thereby much more costly jewellery was not to the real preference of Malayalees even though they appreciate a good thing instantly. So relatively mid-range jewellery was decided upon. After analysing how the work of art was converted into jewellery, Mr. Shaji Paul began trying out his own designs inspired by high-end jewellery from Ahmadabad, Jaipur, Ranchi and other places across India renowned for fine traditional jewellery. Over 4500 designs were drawn and this led to over 2500 actual jewellery creations which involved much work and learning on the job for the goldsmiths. Mr. Shaji Paul’s scientific and inquisitive mind bend led to making the jewellery more geometrically balanced, eye-catching and sturdy.
Though the preference was for traditional jewellery encrusted with ruby red stones, it was understood that this colour was preferred as red matched the tones of formal wear like Kanchipuram sarees in various tones as well as went well with the skin tone of Malayalee women. The introduction of traditional jewellery with green stones was lapped up by fair-skinned women who also discovered that the colour stood out in contrasting background colours of clothes they wore. This made them stand out in the wedding, party or event that they were attending.
With innovative ideas, designs and the guts to follow the heart instead of the heard has made Sangeetha Jewellery a place where the most discerning jewellery lovers go to when they want that beautiful jewellery that’s unique and truly special. The innovative and revolutionary ideas introduced from time to time by the jewellery included the Naga Collection and temple jewellery without lac and antique finish jewellery which were sensations in the 90's. Sangeetha Jewellery is considered a trendsetter in the designer jewellery arena in Kerala - which is a well-earned reputation.