Shree Jee Jewellers upholds Rajasthan heritage with jewellery inspired by Picchwai paintings

The brand has dug deep into the family’s 75-year legacy in antique trade, diverse exposure to Rajasthan’s artistic schools, and antique Mughal arts to create Picchwai jewellery 

Jaipur: A jeweller, who falls back on heritage brings alive history effortlessly which augurs well for customers across age groups. Shree Jee Jewellers, Jaipur, has done that by digging deep into the family’s 75-year legacy in antique trade, diverse exposure to Rajasthan’s artistic schools, and antique Mughal arts to create jewellery with Picchwai paintings as a theme.

“The Picchwai collection comprises not just jewellery pieces but something akin to art, which is very difficult to replicate and thus becomes a timeless heirloom. Our Shree Jee x Tarun Tahiliani fashion show, held at Mahalaxmi Race Course, Mumbai in November, where the collection was displayed, evoked a blend of tradition and modernity,” said Suvrat Mittal, Director, Shree Jee Jewellers, Jaipur.

The brand has drawn inspiration from a wide array of miniature fabrics, textiles, carpets and handicrafts to create the Picchwai jewellery pieces, and promoted the collection in an understated manner. This, in turn, created curiosity in the minds of consumers and made the fashion show a great success. 

Being the exclusive jewellery partner gave the brand a distinct presence during the fashion show, which resulted in both increased sales and enquiries. “The positive response to the collection opens a promising avenue for showcasing our artistic creations. Considering this success, I am inclined to explore similar events in future to foster more engagement and expand the reach of our unique blend of traditional and modern artistry,” Mittal concluded.

Notably, Picchwai paintings were originally made to hang in Hindu temples of the Pushtimarg devotional tradition, especially the Shrinathji Temple in Nathdwara, Rajasthan. The purpose of Pichhwais, other than artistic appeal, was to narrate tales of Lord Krishna to the illiterate.

Written by Ashwin Bose

Retail Jeweller India Exclusive