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A new jewellery store to let you splurge
Published on 12 Jun. 2011 11:30 PM IST
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Yet another designer has made her foray into the jewellery business. Driven by her passion for creating understated elegant jewellery, designer Deepa Mehra has launched her first store called Inaaya.
The boutique-cum-jewellery store is a reflection of the designer’s personality and her affection for jewellery, she said at the store’s opening Saturday in the upmarket M-block shopping complex in Greater Kailash.
“I was looking for a new form that I could adapt into a signature series...I think the unique forms we’ve created capture and hold the intensity of the gaze far more than the standard approach to circular design,” said Mehra.
The store encompasses a modern and chic yet elegant vibe that has been translated through the elements and materials used in the interiors. Also, the area has been designed to highlight the beauty of every crafted piece, she said.
The summer collection at the store includes exquisite earrings, pendants, bracelets, rings and necklaces in a myriad of asymmetrical rounds, half-rounds, ovals and spheres, Mehra said.
“It presents a modern ‘take’ on the traditional symmetrical shapes favoured by jewellery designers from time immemorial,” said the designer.
Inaaya’s Floral Jewellery Collection comprises a variety of pieces made in coloured diamonds, multi-coloured sapphires and the rarest South Sea pearls along with rubies.
“Each piece is handcrafted and customized based on client requirements. Inaaya, offers jewellery in traditional, western and fusion looks in diamonds and coloured stones,” said Mehra.
Prices are available on request.

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