CRAFTED TO PERFECTION
CRAFTED TO PERFECTION
In conversation with Snehal Choksey of SHOBHA SHRINGAR JEWELLERS about the finer details of statement wedding jewellery. — BY REET KAUR SAHNI
Established in 1985 by Shobhana Choksey and carried forward by her son and daughter-in-law, Snehal and Neha Choksey, Shobha Shringar Jewellers has been a leader in the business for decades. Over the years, it has made a mark for itself with the extra attention they give to sourcing exquisite stones and crafting pieces with both traditional and contemporary techniques. In conversation with Bridal Asia, Snehal Choksey, the heir to the business, shared his views on the power of the stone, the importance of craftsmanship, and more. Discussing the brand’s keen eye for Basra pearls, Choskey reveals that they sources the hard-to-find, yet widely sought-after pearls from the Basra region of Iraq, which gives their creations an extra regal, unique touch. As Choksey explains, “At Shobha Shringar, we include Basra pearls to our high-end traditional and heritage jewellery creations. These designs are reminiscent of the opulence and elegance from the era of the Nizams and Maharajas.” In such situations, the brand leaves no stone unturned (quite literally) to find authentic pearls, which they put through a strict verification process. In addition, the diamonds are carefully selected in different shapes, sizes, cuts, and even colours. The latest trend among brides, he says, is wearing emeralds, which has become a chief focus of their designs for the discerning, fashionable bride. With karigars spread across India, from Jaipur to Coimbatore to the interiors of Gujarat, Shobha Shringar’s speciality lies in discovering and incorporating craftsmanship from a host of regions. “We take pride in venturing into the interior pockets of India, rather than only focusing on larger cities, as it is here that we find the true, time-honed artisanship that can offer something distinct… We believe that in doing so, our creations offer something special, away from the commercial and commonplace designs,” Choskey states.
With the advent of social media, jewellery designs can be explored and even copied quite easily. But Choksey and his team are mindful of such cases. So while the brand showcases its creations on the Internet, you can rest assured that important bridal pieces are one-of-a-kind. As Chokey explains, “We maintain discretion and avoid exposing our best designs on social media, so that each bride invests in her own, unique set.” Of course, Choksey reveals that brides often turn to platforms like Pinterest and Instagram to explore and discover design inspirations. The brand, naturally, discusses and takes all requests into consideration for the vision they have for their big day. Weddings mean a series of gatherings, and with each function, the bride and her family need to look distinct. In such a situation, the jewellery they wear can make a big impact. Elaborating on this, Choksey remarked on his brand’s ability to cater to different jewellery needs and ensure that all looks, whether for a destination wedding or a more intimate ceremony, are tailored to perfection. To understand the bride’s needs, he ensures that he and his team sit with the family to understand their preferences and vision, and then create special pieces. As Choksey puts it, “By paying attention to the details and collaborating closely with the bride and her family, we make sure that our designs are perfect for every function, making the special moments even more memorable.”