Jewellery to make you go VOW!

She's played with baubles since she was a child coming as she did from the illustrious Popley family of jewellers. But she's carved a niche for herself in the business, minus the family name. Now, with her exclusive VOW range of jewellery, Varuna D Jani has finally tapped the pulse of the Indian woman, discovers Salil Jayakar

Walk into jewellery designer Varuna D Jani’s flagship store off Turner Road, Bandra in Mumbai and you’ll be taken in by its muted simplicity. The designer, much like her creations, exudes a muted simplicity and elegance that so many others aspire to achieve but fail to.

Born in to the eminent Popley family, it seemed natural for Varuna to make a career in the field of jewellery design. She worked with her father for three years before branching out on her own. “Since I branched out, it’s been difficult because I didn’t have the family name - the tag of Popley,” she candidly admits. Yet, in less than five years of making the move from Dubai to Mumbai, she’s built on her name with a trusted and loyal clientele.

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Designs on you

This year, a couple of months ago to be precise, Varuna launched her Very Own Wish - VOW -range that consists of jewellery sets that can be worn according to occasion and need. “Traditionally, jewellery is seen as a symbol of status and prestige. Mothers want to buy heavy jewellery for their daughter’s wedding, which is worn once and then kept away in lockers, never to be seen again. I wanted to change that. A beautiful piece of jewellery should be worn and seen every day. Today, women want to wear a simple piece of jewellery - whether to work, at a cocktail do or on a daily basis. VOW allows them to do just that!”

Using a simple clasp and lock, individual pieces in a set can be added on, or removed, to make a formal necklace, a necklace with a pendant, a bracelet, etc. Made in India but with a global patent, VOW gives women the choice and freedom to wear what they want, when they want without worrying that the piece is “too heavy” and “not right” for daily wear. What sets this range apart is that it is completely hand-made and women can buy a single piece (if they cannot afford an entire set) and then add on to it later.

Says Varuna, “I developed this idea completely on my own and I’m proud to say it adds a new versatility and dimension to bridal jewellery that has never been seen in India before. The VOW range has four lines starting from Rs. 1 lakh, Rs. 3 lakh, Rs. 5 lakh and going up to Rs. 2 crore. It’s a completely affordable range depending on your budget.” Made using 80% diamonds and 20% of other gemstones such as emeralds, rubies, sapphires, etc. there’s more than enough bling that you can hope for!

Passion is a must

According to Varuna, where jewellery is concerned, design is king and it is associated with her name and brand. All her collections are limited edition ones as far as designs and patterns are concerned. “My entire collection is in my hands. I have a problem with people who are trying to dilute the brand and want to make it generic,” she states.

Varuna sums up her work when she says, “Passion is important. It drives me forward in difficult times. Hard work, patience and a clear focus are also significant.”

Not surprising, she is sparkling and standing out in the business already!