Jaipur Jewels gives new life to heirloom jewellery with the art of ‘Pirohee’ 

It is a traditional craft passed down through generations, wherein skilled artisans employ the stringing technique to weave intricate patterns using precious and semi-precious beads and pearls  

Jaipur: In a world where sustainability and conscious consumerism are paramount, Jaipur Jewels is giving its customers the opportunity to breathe new life into their cherished heirloom pieces, courtesy the art of ‘Pirohee’ or stringing, a traditional craft passed down through generations.  

“Skilled artisans, alongside our in-house designers at Jaipur Jewels, weave intricate patterns using precious and semi-precious beads and pearls. This technique enhances the beauty and wearability of jewellery pieces. Pirohee is an ongoing service at Jaipur Jewels. While we have been providing this service to our long-standing clients, we are now extending it to new clients as well,” says Vineet Naheta, Managing Director, Jaipur Jewels Global Limited. 

For jewellery that feels outdated or no longer reflects a person’s individual style, or even for family heirlooms that have lost their lustre, the brand undertakes to turn them into trendy, versatile and fashionable ornaments. The artisans, with their mastery of the Pirohee technique, restyle and refurbish the old jewellery, as the brand aims to transform old heirloom jewellery into wearable works of art that enhance everyday style. Be it re-imagining a vintage necklace, updating a classic ring or repurposing loose gemstones, the artisans at Jaipur Jewels bring the customer’s vision to life with their craftsmanship and creativity. 

“Preserving the sentimental value while infusing heirloom jewellery with contemporary elegance, we at Jaipur Jewels try to revive memories with the art of Pirohee. Our focus is on pieces crafted with precious and semi-precious stones, set in metals such as gold or silver,” explains Amit Naheta, Managing Director, Jaipur Jewels Global Limited. 

Jaipur Jewels also offers virtual services to clients who cannot visit the store in person. Through video calls, clients can discuss their jewellery pieces and design preferences in detail. The company also arranges for jewellery pick-up from most cities across India, and once the pieces reach the store, it proceeds with the redesign process. Once finished, the jewellery is sent back to clients. 

The brand is running a campaign around Pirohee, promoting it with taglines such as “From Outdated to Outstanding” and “From Forgotten to Fabulous”. 

Jaipur Jewels has a rich legacy of 150 years spanning seven generations. From a humble beginning in 1863, to being patronized by royal families over the years, the brand has grown to be a flourishing enterprise with boutique stores at Mumbai, New Delhi and Varanasi today.  

Retail Jeweller India News