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How Chaulaz combined ace designer Rina Dhaka’s modern clothing with its heritage jewellery to make a statement at LFW




The jewellery brand had just 20 days to work with Rina Dhaka and come up with a new
collection for the ‘Dark Romanticism’ show at Lakme Fashion Week

Chaulaz Heritage Jewellery, that collaborated with fashion designer Rina Dhaka to present
a statement collection at the latest edition of the Lakme Fashion Week (LFW), just had a
short span of 20 days to put it together. Working with the designer, Chaulaz combined elements of Dhaka’s modern clothing with its heritage jewellery to make a statement. The
new collection was presented at the show called ‘Dark Romanticism’ at the event, held at
the Jio World Gardens in Mumbai.

“This is our second consecutive year of working with the legendary designer Rina Dhaka at the Lakme Fashion Week. We clicked with Rina instantly at our very first meeting and felt we were on the same page. She has always been a pleasure to work with,” says Chaula Parashar Patel, owner, Chaulaz Heritage Jewellery. “We are into bridal heritage jewellery, but her collection for 2023 was modern Indian. We had a short time of 20 days to put the entire collection together for her, but we aced it, combining modern clothing with heritage jewellery to make a statement. The show named Dark Romanticism was a great success. Lakme Fashion Week is a landmark for us – it takes our brand portfolio a notch ahead.”


Meanwhile, Chaulaz Heritage Jewellery launched its first and only flagship store at Anandnagar Road, a prime location in Ahmedabad, in December, 2022. The 3,000 square
feet store has two floors – the ground floor is dedicated to a pre-bridal section, and the first
floor is a complete bridal section. It offers a range of heritage antique jewellery in polki and
jadau, and its specialty is Ahmedabadi jadau.


The main forte of the brand is bridal heritage jewellery, comprising antique Basra pearl collections and antique pieces of jewellery for its elite clients looking at the luxury segment. The collections are hand-made, using fine-quality Zambian and Colombian emeralds, rubies, sapphires, tourmaline and other precious stones. From manufacturing to designing, Chaulaz’s products are created in-house. The new store provides end-to-end customization of bridal heritage jewellery in gold.

As for promoting the brand, Chaulaz has participated in various marketing events, such as
charitable sponsorship of a golf tournament in Ahmedabad as well as sponsorship of the
Lokmat Awards held in Mumbai, which garnered great response for the brand. It also sponsored the ACL Football Tournament in Ahmedabad. “The team owned by Chaulaz Heritage Jewellery played with great command. It was a grand success for us,” states Parashar.

Chaulaz has a wide database of customers, gathered through word of mouth publicity, and the brand has developed trust in the market through ethical customer service and transparency, says Parashar. “A lot of our customer base has come from across the country through Instagram. Our strategy is to focus on marketing and brand building while maintaining a trustworthy brand reputation,” she adds.

This July, Chaulaz is coming up with a new collection for its luxury bridal section called ‘Rangbahar’. It will comprise collectable and old stones like Kashmiri sapphires and Madagascar rubies, among others. According to Parashar, all the stones in this collection are certified and have been collected over a period of time. The collection will be available to customers at the Chaulaz store only through appointments.

Written by Bushra Satkhed
Retail Jeweller India Exclusive

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