My jewellery is for real women who are not scared to shine bright: Vinita Michael

Michael finds her inspiration through her travels and artworks. She listens to the voice of her customers, constantly thinking about their preferences while designing her jewellery products

Dubai-based jewellery designer and gemologist Vinita Michael strives to bring unique design conceptualizations and intricate craftsmanship to her jewellery products. Her pieces have adorned Bollywood celebrities such as Priyanka Chopra, Sonam Kapoor, Deepika Padukone and Alia Bhatt to name a few. Besides developing collections for her own line, the Indian-origin Dubai designer has also worked on specially commissioned projects for international fashion and jewellery brands such as Damas, Swarovski, TRESemmé Arabia, Bluestone and World Gold Council, among others.

Edited excerpts from a conversation The Retail Jeweller had with Vinita Michael about her namesake online boutique, Vinita Michael Llc, her design inspirations and her future plans:

Where do you draw inspiration for your jewellery designs? What are the strong influences that crop up in your work?

I’m a very visual person and most of my collections are inspired by my travels or artworks that I have been fortunate to experience. I believe in listening to the voice of the consumers while retaining my core DNA.

Evolving consumer trends and growing possibilities in manufacturing have definitely influenced my designs over the years, for the better. 

You moved to Dubai from India. How has your journey in the jewellery industry of the Middle East been so far? What have been the high points so far?

I moved to Dubai in 2012 after I got married and started my career in the region as a visiting jewellery design faculty at Gemological Institute of America (GIA), Dubai. I started my own brand of concept jewellery in 2015 and the response has been overwhelmingly positive.

While being commissioned to create a collection of hair accessories as a designer collaboration for the New York Fashion Week and collaborating with Swarovski on a commissioned jewelled art piece were definitely high points, I feel my best is yet to come.

What patterns do you see in the preferences of today’s jewellery buyers? What are the jewellery trends?

We definitely experienced a remarkable shift in consumer preferences, especially during the pandemic which has continued. The millennials and Gen Z, which is a big segment of our consumers, have become more mindful than ever about their purchases.

Consumers today don’t just invest in the product as they strive for a sense of ‘well-being’. They invest in the story, the vision, and the makers. They want to know why brands are doing what they are doing and care about ethical and fair trade practices being in place from the originality of designs, and mining of stones to the making of their jewellery. An effective digital strategy can help brands communicate these to their clients in a creative and cohesive manner. Additionally, having an e-commerce retail channel is a necessity for all retailers now as it picked up greatly in the last two years and will continue to be one of the preferred ways to shop.

What is your favourite material to work with and why?

I love working with precious metals. Our award-winning designs are crafted in sterling silver and 18-karat gold which have great health benefits when worn regularly, besides being excellent mediums for the finest jewellery making.

What is your ideal piece of jewellery? What qualities do you look for when creating a signature piece?

While designing and sampling, I am constantly thinking about my client – how she will style the piece, where will she wear it, and how versatile is it. A jewellery piece should be comfortable to wear, should be an extension of her own unique and confident persona and compliment her inspiring personal style. My jewellery is for real women who are not scared to shine bright, literally.

Tell us the biggest challenge you have faced as a designer and entrepreneur in the Middle East.

For me, it is very important to work with expert master craftsmen. Finding the right team was not easy and after many rounds of trials, I finally found the team I work with today who bring my vision to life.

You are a celebrity stylist. How do you choose what kind of jewellery suits your client?

My clients look for statement pieces that are modern and elegant while still being versatile and easy to wear. I aim to create pieces that are unique and celebrate the wearer. These are not shy or minimal and at the same time, they are not overpowering either. Jewellery at the end of the day is a beautiful art form that comes alive when worn with confidence.

What is your future agenda? How are you looking to expand and grow the brand?

Besides developing collections for my own label, I’m also working on two very exciting collaborations. My collaboration with Damas Jewelry will continue for the third year in a row this year with another extremely exciting collection to drop later this year. I have also recently joined the HRD Antwerp Education team as a visiting design faculty. I am excited to join the team of passionate gemologists, jewellery designers and jewellery market experts and look forward to contributing to the future of gems &jewellery education in the Middle East.

Innovation in product development will always be at the core of the brand and as for retail distribution, we are working on partnering with other international brick-and-mortar and e-commerce retailers through a distribution model which will be sustainable for both entities.

By Bushra Satkhed

Retail Jeweller World Exclusive