By Shraddha Varma posted Mar 3rd 2017 at 1:20PM
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And you don’t even need to be in Delhi
Whether you are in search of a medium of self-expression or a jewellery piece to complement your favourite dress, Nimai—a Delhi-based multi-designer jewellery store—is the place to be. Opened in 2013 by Pooja Roy Yadav in the newly-cool Shahpur Jat village, Nimai hosts about 70 jewellery and accessories designers.
After six years of handling PR for luxury brands like Ermenegildo Zegna, Porsche Design, LVMH, Van Cleef & Arpels, Tom Ford, and Tag Heuer (to name a few), it was Yadav’s love for jewellery that compelled her to move on from being a brand consultant and establish Nimai. But before she laid the founding stone for this jewellery brand, Yadav attended jewellery making and metalsmithing workshops at the Central Saint Martins’ and London College of Fashion. She saw a huge gap in the market for designer, concept jewellery.
Pooja Roy Yadav, Founder, Nimai
“It started as an experiment with a family of just five designers, and today, we are touching 70. This number is growing,” says an ecstatic Yadav. Today, Nimai has around 70 labels—from industry bigwigs like Suhani Pittie and Eina Ahluwalia to newer ones like Chicory Chai—under its umbrella. The brand’s flagship Delhi store has a huge collection of rings, earrings, bracelets, headgears, necklaces, and more. Talking about what qualifies to be fit for sale at Nimai, Yadav says, “We curate the works of designers who experiment with unique mediums and techniques to create handcrafted jewellery with a strong narrative. Think paper, glass, discarded watch parts, concrete, clay, acrylic, and almost anything that can be used in jewellery—but not crafty, DIY, or cheap.” In fact, she recently collaborated with Swarovski Crystals to exclusively retail the brand’s latest Confluence collection. The bottom line is that the products have to be high on design, concept, and quality.
While going from five to 70, and India to international, is remarkable progress, Nimai’s road to progress wasn’t free of bumps. There were several challenges Yadav had to face, right from financial to cognitive ones. “I think the biggest challenge was doing away with the security and comforts of a job and walking an unknown path.” Another challenge she mentions is that India is a gold-loving country, and coming up with a conceptual, niche jewellery store was, and still is, a task. “However," she adds, “the jewellery industry is going through the most exciting transition, both in terms of designing and buying preferences.” And she is hopeful that this transition, along with Nimai's efforts, will help people pick design and concept over everything else.
Still rolling with the punches, Yadav continues working on new collaborations and is concentrating widening her shop-in-shop associations. Nimai currently has one store in Delhi and another shop-in-shop outlet in New York City's The Fashion Edit (38 West 32nd Street, #1302 New York, NY 10001), apart from retailing online on its e-commerce website, shopnimai.com.
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