PMJ Jewels
PMJ Jewels
THE ETERNAL SHINE OF SPOTLESS GEMS
A/W 2022
Handcrafting one masterpiece at a time, here’s how PMJ Jewels has been endearing generations of brides through their heritage diamond jewellery that are rich in temple motifs.
Kushal Jain, Chairman of PMJ Jewels takes us through the iconic journey of the Hyderabad-based jeweller, which is now run by the third generation. Here’s how the jewels pass through a rigorous quality check and make heirlooms for modern brides.
BA: Could you take us through the genesis of the brand?
KJ: PMJ Jewels as a brand was started as a destination for heritage jewellery, where one could own a handcrafted piece of art as an expression of their own story. We just don’t design jewellery; we design an experience.
BA: How would you describe the legacy of your brand?
KJ: With a humble beginning in 1964, the first ever store of PMJ Jewels was in the old city of Hyderabad. When P Manoharlal founded PMJ Jewels, his vision was to create world-class jewellery. Yet, as PMJ Jewels celebrates over half a century in the retail jewellery industry, run by the third generation, the values and vision remain unchanged.
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?
KJ: Behind every piece of PMJ jewellery is a team of highly skilled karigars (craftsmen), who work together for months to ensure that each piece stands out and that the end result is breathtaking. The designs are meticulously handcrafted in-house by master craftsmen, demonstrating the roots of their aesthetics merged with current aesthetics. These are crafted in the facilities spread across central and South India. The motifs used are mostly temple-style motifs derived from the Nakashi art, an art form that was historically used in the scriptures of temple gopurams (entrance tower), pillars, and so on, where its primary tools include nails and hammer. This technique was later transposed to jewellery, and is practised till today. To maintain high precision and quality standards, each piece of PMJ jewellery is subjected to a series of rigorous tests. Over 20 points of quality control are performed throughout the entire jewellery making process.
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?
KJ: From adorning the statues of ancient gods and goddesses to playing a significant role in Indian weddings, heritage jewellery has a deep-rooted significance in Indian culture. From intricate designs to embellishments and gemstones, heritage jewellery comes with everything that makes a piece of accessory desirable for Indian brides. From delicate neck pieces to heavy earrings, everything is available in this spectrum.
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?
KJ: In the past few years, PMJ Jewels has evolved along with the evolving market, and is yet rooted to its signature heritage. Along this journey, there have been moments of glory to bask in. Among these accomplishments are launching the iconic flagship store at the upscale street of Jubilee Hills in 2021; continuing our strong association with De Beers Forevermark; winning the ‘Best Earrings Design’ Award (2021) and the ‘Best Diamond Jewellery of the Year’ in Retail Jewellery Award; presenting our creations at New York Fashion Week. Moving towards innovation and technology, PMJ Jewels uses a high-tech De Beers Synthetic Detect Technology to detect the naturality of diamonds. We have a proper set-up for virtual shopping with a video call facility.
BA: What are some of the fascinating aspects of PMJ brides?
KJ: Our brides are well-informed, independent, empowered, and admired amongst peers in society. They understand style and love to indulge in luxury. They believe that premium products are worth the extra investment. They are mostly repeat diamond jewellery buyers.
Our brides are well-informed, independent, empowered, and admired amongst peers in society. They understand style and love to indulge in luxury.
KUSHAL JAIN
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