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What Tabu, Rekha, Naomi Campbell have in common

Last updated on: August 22, 2003 13:17 IST

In real life film stars such as Rekha, Tabu, Manisha Koirala, Dimple Kapadia and Ali McGraw wear it; in reel life Bipasha Basu (in Jism) flaunted it.

Amrapali Jewels, the Jaipur-based jewellery specialist, caters to many celebrity clients.

Apart from these leading ladies, Amrapali Jewels claims that super model Naomi Campbell is also one of its regular customers.

That's not all. Apparently, the company has now been designated the official jewellers at the launch party of Milan Fashion Week, starting September 26.

But the good news is that the company that services celebrity clients, is now ready to open its first outlet in Delhi's Khan Market.

"We're here to iron out the last-minute glitches," says Rajiv Arora referring to his Delhi visit along with his business partner Rajesh Ajmera.

"We will open the store by the end of the month," he claims. Amrapali has already set up a shop at Selfridge's in London and two outlets at Mumbai's Oberoi Shopping Centre.

Amrapali's jewellery range includes both ethnic Indian and contemporary international designs. "But we would prefer to be known as creators of hand-crafted traditional Indian jewellery," adds Arora.

The company's Delhi outlet will showcase designs influenced by the traditions of the Rajputs of Rajasthan, the Todas of Tamil Nadu and the Bonda tribe of Orissa, as well as art objects. Prices range between Rs 100 and Rs 200,000.

Why did it take so long for the jewellery group (with interests in exports) that clocked  Rs 20 crore (Rs 200 million) turnover last year to come to Delhi?

"We were retailing from stores such as Ogaan and Jashan," explains Arora. "Moreover, places like Cottage and Khazana outsourced their jewellery from us. We've been making our presence felt internationally."

Amrapali's branding exercises included ramp shows with the likes of Ritu Kumar, Tarun Tahiliani and Hemant Trivedi.

It has also been the official jewellers for the final rounds of Femina Miss India and has  supplied jewellery to prestigious films. In the pipeline is a coffee table photographic tribute to Indian beauties and Rajasthan, shot by Paris-based lensman Partho Ghosh.

With an investment of Rs 50 lakh (Rs 5 million) on the Delhi showroom, Arora is banking on the festive season to clock a turnover of Rs 1 crore (Rs 10 million) this year.

"We want to open more stores in the future. By next year, we should have one in Manhattan," he says. In the pipeline is a project to provide jewellery to a few of the hottest international popstars for their music videos.
Yusuf Begg