Shree Jee Jaipur Believes In Fostering A Deeper Connection With Jewellery

An outfit is only half of the aesthetic, jewellery is what completes the look, and when it comes to being the bride you’ve always dreamed of being, a jewellery set you can marvel at is what many of us aim to have in our possession. Wedding trinkets almost always hold a sentimental value. We cherish certain moments, and memories with the jewellery we hold on to. Shree Jee Jaipur is a label that has been around since 1983, and offers you a chance to make your wedding a memorable affair. A jewellery label that offers exquisite craftsmanship with techniques such as Chaap, Ghadayi, Khudayi & Meenakari, Utarai, and Jadayi.

Suvrat Mittal, one of the owners of the brand, talks to Manifest about the brand's commitment to providing unique craftsmanship, shifting trends in bridal jewellery shopping and more...

In Conversation With Suvrat Mittal, Of Shree Jee Jaipur

Manifest: Your brand prides itself on heritage and craftsmanship, how do you think these two define luxury, especially in the Indian jewellery landscape?

Suvrat Mittal: Heritage and craftsmanship are the cornerstones of luxury in the Indian jewellery landscape. Heritage connects us to our cultural roots, representing centuries of artistry and tradition that resonate deeply with customers.

Craftsmanship, on the other hand, ensures that each piece is meticulously created, reflecting not only skill but also passion and dedication. Together, they create a narrative that elevates jewellery from mere adornment to a timeless heirloom, embodying personal stories and values. In India, where jewellery often signifies significant life events, these elements are crucial for establishing authenticity and emotional connection.

M:  If you were to choose a single aspect of your brand that is a USP, what would it be?

SM: Our USP lies in our commitment to sustainability and ethical sourcing. We not only create exquisite pieces but also ensure that every material used is sourced responsibly, supporting local artisans and communities. This not only enriches our designs but also resonates with modern consumers who prioritise values and transparency in their purchases. Our approach empowers both the artisans and the customers, fostering a deeper connection with each piece of jewellery.

M: Are there any rare techniques your label is using to craft its jewellery? If so, can you tell us a little bit about it?

SM: Yes, we incorporate a rare technique known as Meenakari, which is the art of enamelling on metal surfaces. This intricate process involves hand-painting designs with vibrant colours with which we choose to create new subtle colour tones to go with pastel hues of bridal attire, resulting in stunning, multi-dimensional effects that bring our jewellery to life.

We also utilise Kundan, a traditional Indian gem-setting technique that showcases our craftsmanship. By combining these techniques with modern designs, we create pieces that are not only visually captivating but also rich in cultural significance, there are many more techniques that we use to create each exquisite piece.

M: What do you think is the future of Indian jewellery, especially in terms of traditional craftsmanship?

SM: The future of Indian jewellery lies in the fusion of traditional craftsmanship with contemporary aesthetics. As global influences shape consumer preferences, there will be a growing demand for pieces that celebrate heritage while also embracing modernity. This evolution will encourage artisans to innovate and experiment, ensuring that traditional skills are preserved and revitalised. Additionally, the increasing focus on sustainable and ethical practices will drive a new generation of jewellery that respects both craftsmanship and the environment.

M: What bridal jewellery trends do you predict to take precedence this wedding season?

SM: This wedding season, I predict a significant trend towards customisation in bridal jewellery, with brides seeking personalised pieces that reflect their individual stories and styles. We are also seeing a rise in vintage-inspired designs, where intricate detailing and antique finishes are favoured. Furthermore, multi-functional jewellery, such as pieces that can be worn in various ways, will gain popularity, allowing brides to maximise their investment. Lastly, bold colours and statement pieces are emerging, with many opting for unique gemstones that stand out and make a statement.

M:  What are some shifts you’ve observed in the way younger brides and grooms are buying jewellery these days?

SM: Younger brides and grooms are increasingly prioritising experience over tradition in their jewellery purchases. They seek unique, personalised pieces that tell their own stories rather than simply adhering to conventional designs. There’s also a growing trend toward online shopping, driven by convenience and accessibility, as well as a desire for transparency regarding the sourcing and production of their jewellery. Additionally, younger consumers are more inclined to invest in pieces that can be worn beyond just the wedding, looking for versatility and value in their purchases.