THIS IS THE STORY OF HOW SHOBHANA CHOKSEY’S SHOBHA SHRINGAR JEWELLERS IS A SHINING HOMAGE TO THE BEAUTY OF INDIAN CRAFTSMANSHIP, REPURPOSING THEMES FROM THE MUGHAL, VIJAY NAGARI AND CHOLA ARCHIVES, TO CREATE A TIMELESS SAGA OF BRIDAL ORNAMENTS.
An inspiring story of a woman determined to make her mark in the flourishing jewellery business of then Bombay. A fascinating journey of a jewellery brand, which started as a modest enterprise only to blossom into a trusted luxury retailer. Read the edited excerpts to delve into the world of Shobha Shringar Jewellers, as Snehal Choksey, Director of the brand, takes us through its history, evolution and aesthetic signature.
BA: Could you take us through the genesis of the brand?
SC: At a time when professional opportunities were few and far between for women, Shobhana Choksey embarked on a determined journey to establish a foothold in then Bombay’s flourishing jewellery business. Aided by her industrious young son, Snehal Choksey, she began a modest jewellery enterprise that has grown from strength to strength over the last 40 years, to evolve into the luxury retailer Shobha Shringar Jewellers, one of Mumbai’s largest and most coveted jewellery houses.
BA: How would you describe the legacy of your brand?
SC: Shobha Shringar Jewellers’ legacy can be defined by its quality and painstaking attention to detail. Each customer is unfailingly given the warmth and attention that they require to do justice to India’s sacred jewellery traditions. Each piece is crafted keeping the client’s desire in mind and each ornament is not just its physical manifestation, but an experience of royalty itself.
BA: Could you take us through some of the signature techniques, motifs and styles that have come to define the bridal jewellery archives of the brand?
SC: Shobha Shringar Jewellers’ signature bridal motifs owe their legacy to Mughal traditions such as Shah Jahan’s peacock throne and the ancient Vijay Nagari and Chola patterns that celebrate solar and lunar phases. These timeless themes are repurposed with modern sensibilities to culminate in the final Shobha Shringar bridal product, marrying distinctive time periods seamlessly. It could be in the form of birds, the crescent moon, the teardrop etc. These motifs are then moulded into newer and fresher patterns. The use of precious stones such as emeralds, rubies and sapphires along with flat diamonds and Basra pearls reinterprets ancient charm into modern concepts.
BA: What makes contemporary Indian brides opt for heritage, elegance and grace, in short, jewellery that is a testament to past glory and the brilliance of craftsmanship? Where lies its appeal?
SC: When it comes to Indian brides, we educate and explain modern brides to opt for jewellery exhibiting elegant patterns along with a flavour of traditional charm. We create pieces, which would go down generations, especially when it comes to bridal jewellery. Certain aspects, especially in jewellery, are eternal. We have seen countless trends ebb and flow, but the warmth and charm of the traditional school of Indian jewellery is timeless.
BA: Over the years, what are some of the new milestones that the brand has charted, be it in having an Instagram page to video shopping features, to cater to evolving needs and consumer taste?
SC: Shobha Shringar Jewellers never ceases to ensure that jewellery remains timeless, notwithstanding the brisk changing times we are witnessing today. ‘Miss India’ is a household name, and a prominent brand when it comes to beauty pageants. It has created some proud title winners achieving the beacon of success. It strives to empower the youth and showcase the finest of India’s talent on the international stage. In 2017, Shobha Shringar Jewellers designed the impeccable crown—manifesting pure beauty—bestowed upon the winners of the prestigious award.
BA: What are some of the most fascinating aspects of Shobha Shringar Jewellers brides?
SC: We adorn each bride according to what would suit them the best. We have a wide range of exquisite bridal wear, and we pair our preference with the bride’s innate proclivities and tastes. When we create bridal trousseau, we ensure to concoct a blend of traditional and couture designs, coloured stones/pearls/flat or brilliant-cut diamonds, and rose gold/white gold/gold polish.
When we create bridal trousseau, we ensure to concoct a blend of traditional and couture designs, coloured stones/pearls/flat or brilliant-cut diamonds, and rose gold/white gold/gold polish.