Sruthilaya Fine Jewellery Atelier’s ‘Parampara’ vintage campaign preserves the grandeur of the past

The campaign consists of a photoshoot and lookbook and is based on the brand’s eponymous collection which honours minimalist design and traditional kaarigari. The campaign pays homage to familial heritage, and generational customs and is tailored to create a specific Indian aesthetic

Hyderabad: Sruthilaya Fine Jewellery Atelier recently launched their ‘Parampara’ collection in time for the wedding season. Steeped in Indian roots, it seeks to invoke a sense of timeless tradition and reflects familial heritage with its motifs and rich designs.

The Parampara collection includes a range of ornaments including necklaces, chokers, finger rings and earrings. Studded with emeralds, diamonds, rose-cut baguettes, and freshwater pearls, the settings of the gemstones also lean towards traditional kaarigari rather than adhering to current jewellery trends.

Swetha Srinivas, Director and Head Designer, Sruthilaya Fine Jewellery Atelier, mentions how the jewellery of the collection is aspirational, yet sophisticated. “When conceptualizing the designs, we took inspiration from the everyday lives of the women of yore. Some of the pieces have Mughal motifs. We aimed to keep the designs simple – Parampara’s pearl necklace and Mango Maala are apt for weddings, as well as other auspicious occasions.”

In a fast-moving world, Sruthilaya’s Parampara collection practises restraint and holds space and reverence for the grandeur of the past, as evident from their photoshoot replete with props such as banyan leaves, austere furniture, jasmine and floral rangolis, and minimalist mehendi designs.

“One of the photos from the campaign frames two women together, one helping the other in wearing her jewellery – something audiences can relate to their own familial rituals and paramparas. Other photos show a woman adjusting the pleats of her sari, while also drawing focus to her polki ring,” Srinivas explained.

All aspects of the shoot and the collection (such as the bolder Indian colours used) were tailored to match a specific Indian aesthetic to create a compact lookbook.

While themed as a wedding collection, Srinivas hopes the collection will retain its appeal and relevance for a variety of traditional occasions over generations. Each ornament of the collection has been curated such that it can even be passed down as a family heirloom. This motive strikes at the very heart of what it means to preserve ‘paramparas,’ even as times change.

Sruthilaya Fine Jewellery Atelier has hitherto specialized in pret jewellery and distinctive coloured gemstone jewels in the higher price range. With the atelier’s rebranding from ‘Sruthilaya Fine Jewellery and Luxury Gifting’ on its 10th anniversary in June this year, it has focussed on curating more holistic collections. The Parampara collection and campaign is the next step towards taking the brand in a new direction.

Retail Jeweller India News

Written by Harshita Kale