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White Jewels: Redefining luxury jewellery and fashion for the next generation of style connoisseurs



The brand offers designer jewellery and luxury clothing under one roof

Turning a luxury concept store into a well-established brand in the jewellery sector is a challenging job. 26-year-old second-generation jeweller Rishabh Jain, who carries his father, Vikas Jain’s business legacy, is keen on making it a reality. The Mumbai-based brand was first established in 1994 and branded as White Jewels in 2012, works on multiple USPs, keeping the jewellery design and experience for new patrons as the main focus.

“Our typical consumers are brides and jewellery connoisseurs. Today, brides are occupied with many things while preparing for their wedding, so we are trying to provide a solution by being a one-stop boutique where one can buy outfits and jewellery. We have a concierge service also for our clientele where we help them out with stylists & hair make-up artists as well,” says Vikas Jain, owner, White Jewels.

Launched in 2020, White Maison de Couture, and that’s when he entered the business. White Maison de Couture is their haute fashion house in Juhu, Mumbai, where fashion designer Tarun Tahiliani, Rahul Mishra, Gaurav Gupta, and many more showcase their clothing range alongside jewellery created by the father-son duo.

Talking about the designing aspect of their craftwork, Jain says that the brand’s essence lies in offering jewellery design paired with apparel.

White Jewels embraces sustainable practices, ensuring ethical sourcing of gemstones and using recycled precious metals in their jewellery production. “We actively participated in initiatives to support fair trade and environmentally conscious practices within the jewellery industry, aligning their brand with values resonating with customers,” Rishabh Jain, owner, White Jewels said.

The brand has a strong digital presence. “We do a lot of in-house shoots, and we pair our luxury clothes and jewellery together, which is featured on our Instagram,” Jain says.

So far, the brand has yet to do major collaborations. Rishabh Jain said they get many invitations to collaborate. “Hopefully, we will soon find the right collaboration. We have many plans, like the White Fashion Week.”

Written by Bushra Satkhed

Retail Jeweller India Exclusive

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