IRASVA-A sartorial diamond jewellery experience to indulge the self

The name IRASVA evokes a lot of emotions, as it is an amalgamation of 2 beautiful words ‘ira’ or love and ‘sva’ or the essence of self. Taking this brand essence offline, IRASVA has just opened the doors to its first store in the heart of Mumbai city.

–Anurima Das

What’s in store?

The brainchild of Leshna Shah, Founder & Creative Head, Irasva, the outlet pretty much defies the traditional idea of a jewellery store. From décor, to installation, lighting, and the collection on display, it is a new-age jewellery store. The genesis of the 3000 sq.ft. store is the urge to enhance the buying experience of jewellery even in the everyday wear segment. This two-tiered store features bespoke furnishings and accents of fluidity owning the ‘S-infinity’ form from the brand’s logo, and alongside featuring it as a filigree motif on the dividing panels. With elegant detailing, high ceilings, glass windows, reflecting mirrors and high-back chairs, the store exudes space giving enough room to customers to parade in style to spot the perfect piece.

Luxury for everyday

This store presents an eclectic mix of contemporary jewellery that is picture-perfect for daily adornment and suits varied sensibilities. The range on offer is divided into two primary categories. The pret is dominantly an everyday line and is perfect for today’s women who are always on-the-go. On the other hand, the couture is all about self-indulgence and has the high-ticket collection in store for the connoisseurs. Their collections are decently priced Rs.5,000 upwards and can go up to Rs.3 lakh or more depending on the setting or styling of the masterpiece in question.

The lineage

Meticulously crafted using international standard of jewellery making, each piece offers high design value. When asked about the pricing she confirms that they are able to sell jewellery of international standards given their strong manufacturing strength built over the last two decades. The parent company has been crafting classy jewellery for A list jewellery brands across USA and Europe. This gives them the strength of a state-of-the-art manufacturing facility complete with seasoned machinery, which they are now using to craft every stylish piece for IRASVA. The international finish and design sensibilities laced with Indian trends allows the brand to develop a range which is hitherto unseen in the markets.

Designs with stories

Each piece in the store dominantly speaks of a story and they are laid out all across the store in clusters along with their inspiration and stories. The retail layout encourages consumers to go through them; identify with the detailing and inspiration to finally hand-pick a choice worth a celebration. At any given point in time they will always have at least 15 new collections in the store.

Unhindered browsing experience

To further enhance the customer experience Leshna Shah mentions that the store has been conceptualised to offer ‘a browse the collection at your leisure sort of feel’. Unlike most other jewellery
stores, this one ensures customer’s browsing experience is enjoyable and without any intervention from sales staff, unless asked for. “We want to move away from the typical transactional experience that the customer faces elsewhere. Our store designed by Fitch, the global experts in jewellery store design reflects this experience,” Leshna adds.

Leshna assures, unlike conventional jewellery businesses they understand the importance of valuing small ticket purchase. They treat every customer with dignity, even the ones simply walking in to experience the store set-up in its glory.

Aesthetics, elegance, and craftsmanship galore, the brand brings to other conventional conveniences too. From exchange to buyback policy, one can get benefitted from varied jewellery purchase facilities at IRASVA.

Personalization of a new kind

Apart from the premium sensorial experience that encourages one to browse, explore, and engage with everyday fine jewellery the customer can also personalise their piece with engravings and names as per their choice at the personalisation corner.