The Crystal Palace
The Crystal Palace
A/W 2018
They are multifaceted, shiny, and even unpredictable—things women love unabashedly. We are talking about Swarovski, and Purab Paschim’s Peeyush, Amaaya, and Ankit take these rocks, and handcraft a galaxy of stars.
WONDER TRIO: Amaaya, Peeyush and Ankit have deciphered that brides want something ingenious. Swarovski gives them that sharp gleam that maybe conventional polkis don’t. They embarked on a journey to give adventurous brides a twist in their jewellery wardrobe by adding endearing chokers, and elaborate matha-pattis.
It takes three to tango—literally. Ankit, Peeyush, and Amaaya Khullar, the Delhi-based trio, prove it. They launched a semiprecious jewellery brand, Purab Paschim, in 2013, hoping to give brides a heady alternative to traditional polki jewellery. They welcomed an avalanche of Swarovski crystals and pearls, and crafted everything a bride, bridesmaid, or even a groom would desire, of course with an edge.
The interesting part is that the trio is related, yet come from diverse fields. Peeyush was a wholesaler for Swarovski for over 15 years; Ankit, his brother, is a designer and a NIFT graduate, and; Amaaya, Peeyush’s wife, is an MBA from the Indian Institute of Foreign Trade (IIFT), where she studied finance and marketing. “I was a banker before, but had a flair for design. When I got married, I joined their business,” smiles Amaaya.
Purab Paschim, as the name suggests, amalgamates two cultures and combines their finest elements no matter how disparate they may appear. The trio take Mughal royalty as their inspiration, but mix it up with modern imagery. “Our pieces are hand-crafted, they have that raw yet sophisticated feel. But we aspire to make them bold and statement-y; just one is enough,” she adds. They offer styling services. When a bride comes to them with her lehenga, they can style the entire look—from necklaces, head gears to earrings. Grooms are not neglected, and they can choose from kalgis, brooches, haars, even swords.
It takes three to tango—literally. Ankit, Peeyush, and Amaaya Khullar, the Delhi-based trio, prove it. They launched a semiprecious jewellery brand, Purab Paschim, in 2013, hoping to give brides a heady alternative to traditional polki jewellery. They welcomed an avalanche of Swarovski crystals and pearls, and crafted everything a bride, bridesmaid, or even a groom would desire, of course with an edge.
The interesting part is that the trio is related, yet come from diverse fields. Peeyush was a wholesaler for Swarovski for over 15 years; Ankit, his brother, is a designer and a NIFT graduate, and; Amaaya, Peeyush’s wife, is an MBA from the Indian Institute of Foreign Trade (IIFT), where she studied finance and marketing. “I was a banker before, but had a flair for design. When I got married, I joined their business,” smiles Amaaya.
Purab Paschim, as the name suggests, amalgamates two cultures and combines their finest elements no matter how disparate they may appear. The trio take Mughal royalty as their inspiration, but mix it up with modern imagery. “Our pieces are hand-crafted, they have that raw yet sophisticated feel. But we aspire to make them bold and statement-y; just one is enough,” she adds. They offer styling services. When a bride comes to them with her lehenga, they can style the entire look—from necklaces, head gears to earrings. Grooms are not neglected, and they can choose from kalgis, brooches, haars, even swords.
The brand has collaborated with Siddharth Tytler for his collection, and is working with Ritu Kumar for the latest campaign in Ladakh. What’s really heartening is that Amaaya works with several NGOs one of which is Kalasthali, and trains women in artisanal jewellery making, while providing employment. It is this dynamic approach to business that propelled the trio to also work with students of the Delhi School of Art, especially those studying sculpture to create a new line, designs which they will incorporate in metal.
“Right now, we are selling from the best stores—Ogaan to Aza. But we want to launch our own stores in other cities, and maintain the trust with the integrity and quality we offer to our clients.”
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