A love story of art and gems, ARAYA draws from heritage

With no piece ever getting repeated, ARAYA is a brand that focuses on the element of art in jewellery. The Retail Jeweller World talks to Ashni Kothari, who, along with her husband Siddharth Kothari, is the brain behind the brand

Talk to us about your brand. When did you discover your love for jewellery?

ARAYA was born out of the love of art and gems. My husband handles the gemstones and I am very passionate about art. While the family has been in this business for 100 years, ARAYA specializes in creating unique pieces that are works of art. Each piece comes with its own sketch and most of them are never repeated.

What kind of designs do you think do well? What inspires yours?

We love drawing from our heritage and culture with a modern take. We use motifs, materials and even some techniques specific to India but adapt them to use for the modern age.

How would you describe your style?  What is your design language?

Our designs are art pieces. We fuse the traditional heritage with a modern aesthetic allowing for the consumer to wear the pieces in many occasions.  

How do you think the jewellery industry in the Middle East has evolved with time?

I believe the consumer has become more willing to experiment. The average consumer would want more classic items, however, we can see now that the unique pieces also are of interest.  

Do you have any favourite metal or gemstone you like experimenting with?

I love working with emeralds.

Talk to us about some of your most memorable collections.  What is your personal favourite?

Since we do more unique pieces, we don’t have consistent collections that repeat. Our most memorable pieces are the ones that are the hardest. There are pieces that we have had to work on over 8 months to just collection the type of stones required.  

2021 is the beginning of a new decade, what is your vision for your organization and the overall jewellery industry of the region?  

We would like to continue our effort in creating unique and artistic pieces that are also versatile, allowing the customer to have greater usability. 

What have been the learnings from the pandemic for our jewellery industry?

Jewellery is an emotional purchase. While you may need occasions to wear them, there’s a component of being in the “mood” when one purchases jewellery. 

How has digital media and technology helped in the jewellery business and what would you like to see more?

Instagram shops and Instagram marketing have really helped many small business owners to reach out to consumers. It allows for direct targeting and makes selecting your audience much easier than billboards or other traditional marketing.

What is your advice for retailers to do well in the post-pandemic era?  You must focus on digital. That is the way the world is going. We need to be present on digital platforms that allow more consumers to find and transact more easily.

Courtesy: Retail Jeweller World News