Indian Jeweller (IJ) Magazine August -September 2019

The Indian wedding
market is massive and
you will be surprised
how every year, there
is a possibility of
creating a new product.
I don’t know from
where the gap arises
and how we are able
to create something
new every time
make up for that, Mrinalini uses semiprecious
stones and gold plated silver. “I think fashion
jewellery has become more meaningful today.
Material-wise, it is completely changed now.
The Indian wedding market is massive and
you will be surprised how every year, there is
a possibility of creating a new product. I don’t
know from where the gap arises and how we
are able to create something new every time.”
According to her, hair adornments are
back in fashion. “Hair extensions are really in
fashion – I make those for brides for occasions
like Mehndi. It also gives brides the possibility
of doing a hairstyle which is a bit different
from the regular. People making their initials
in gold or diamond, in precious material is
another big trend we can’t ignore.”
There are so many exciting things in the
pipeline for Mrinalini. She collaborated with
Candy Crush (the game) and came up with
a sweet collection that is a riot of colours. “I
am looking at collaborating with some more
companies. I think customization is something
that is becoming very important for us as a
brand, also because our USP is creating oneoff
pieces. The idea of gifting really works for
us. Because there aren’t many people who are
doing customized gifting.”
More than anything Mrinalini is passionate
about craft and encouraging craftsmen around
the country is part of her agenda. Every year
she picks one craft and collaborates with
the artisans. This year, she joined hands with
artisans in Hyderabad to create lakh bangles.
She has travelled the world, but when it comes
to finding inspiration, Mrinalini’s heart lies
with India. “The rolling, green hills in the
North East or the variety of roses you find
in Kashmir are quite something. The greenery
and nature in India can’t be found in Europe
or anywhere else in the world.”
INDIAN JEWELLER | august-september 2019 | 65