Athiiya Jewellery, born of founder Athiya Jain’s inherent drive for creation, is resonant with a commanding, contemporary aesthetic. Made of timeless sterling silver, her designs are fierce and intentional, transforming delicate ornamentations into gilded tools of self-expression. Holding distinctly innovative eyewear, armbands, nail caps, lip pieces, and more in her trove, the act of adorning oneself with each one of her designs becomes a sacred ritual of care.
The creative process at Athiiya Jewels is not just about crafting jewellery; it's a journey of immersion, inspiration, and collaboration. The heart of the process lies in a dialogue with the self and a belief in the community of artists and patrons. The result is not just a brand; it's a medium for wearable narratives that express tales of creative liberation, encouraging individuals to challenge self-imposed boundaries and explore their untapped desires and potential.
We’re in conversation with Athiya Jain to decode the rhythm of the brand.
What drew you to working with jewellery?
For as far as I can remember, I have been certain about two things: an unwavering passion for design and an entrepreneurial spirit owed, in part, to growing up in a joint family where many members ran their own businesses—an environment that served as a constant source of inspiration for me. My love for crafting jewellery began at the age of seven. It all started with my first encounter at a manufacturing unit. It was love at first sight—a magnetic allure that has never diminished. My fondness for this intricate process is unshakeable; I am, without a doubt, smitten.
As a child and even now, my mind has been a swift seeker of inspiration, drawing from the surroundings I choose—be it nature or the subtle elegance of everyday shapes. I've always visualised these influences as potential jewellery pieces, planting the seed of my passion at an early age.
College was an integral time for my identity as both a designer and an aspiring business owner. Picture this: amid liberal arts courses and lectures, I found myself covertly transforming each class into a scenario where I could build a jewellery empire. Connecting the dots, I saw how the knowledge gained from these courses could seamlessly translate into the practical realm of a jewellery business. The true magic unfolded during my free time—what began as designs sketched in notebooks effortlessly transitioned into visions of tangible, breathtaking jewellery pieces. Reflecting on this journey, it's as if every step, every decision, has led me to where I stand today.
From inception to design, creation, and finally producing beautiful pieces of jewellery, what is your creative process?
Inspiration is the thread that binds all our designs together. It all begins with a deep exploration of my current belief system and the philosophy that guides my life—essentially, what I'm eager to share with the world. As a visual individual, I not only envision the jewellery but also conjure a persona—imagining how this embodiment of beliefs manifests in style and presence. This immersive experience leads to the creation of detailed mood boards, with each element bringing me closer to my vision.
I also purposefully retreat into solitude, dedicating those days to translating these visions into sketches. The result is usually a collection of 25-30 handcrafted expressions, each representing a facet of the narrative. However, only the most exceptional pieces, which stand the test and challenges of prototyping and rigorous testing, earn the privilege of making it to the final cut.
What sets our creative process apart is the unique bond we share with our skilled artisans. They bring my sketches to life with intricate craftsmanship, creating a connection beyond the physical. This collaboration ensures that each piece embodies my original vision with meticulous attention to detail. I cannot emphasise this enough—they are the backbone of our vision, and without them, we are incomplete. Along this journey, I've had the pleasure of learning the art of jewellery making. Now, my favourite activity is sitting with them, discussing ideas, and creating designs together.
Our jewellery initiates dialogues that help us connect with you all. Unveiling the stories behind each piece becomes a celebration of the intricate process and the careful thought invested in it. The highlight of this journey, for me, is when our jewellery is out there for all of you to witness. Observing how each of you interprets and infuses your unique perspectives into our creations is truly inspiring. It's your creativity and individual touch on our jewellery that kindles the spark for new designs, forming a beautiful loop of evolution.
From eyewear to nail caps and lip pieces, your jewellery is contemporary and exceedingly innovative. Where do you draw your inspiration from?
In my journey as a designer, my inspiration comes from a deep desire to push the boundaries of my craft. The privilege of having a supportive network has instilled in me a sense of responsibility to create all that I can while staying true to my identity. The journey to finding our niche has been a tapestry of experimentation, countless sketches, and the meticulous process of selection and rejection, culminating in what truly defines us. Surrounded by a circle of talented creatives, I find constant inspiration in their perspectives. Fellow jewellers and artists who boldly challenge norms while preserving their unique identity are a wellspring of motivation for me.
An annual pilgrimage to the spiritual banks of the Ganges for spiritual silence is my ritual for finding fresh ideas. In silence, my creativity thrives, and I connect with my true self as a creator. It's during these moments of reflection that my most authentic and creative pieces come to life. Ultimately, I aspire to be more than a brand; I want our creations to resonate on a personal level. We are driven by a passion to craft pieces that not only showcase artistic innovation but also reflect the essence of who we are.
As a young entrepreneur, what has been your greatest learning?
Above all things, showing up for yourself is the cornerstone to showing up for your brand. While running a business where background noise is constant and challenges are plentiful, prioritising mental health becomes non-negotiable.
Picture this: you'll face questioning, pressure to conform to conventional norms of how a job should look like, leading a team, moments when motivation wavers, and the perpetual act of wearing multiple hats simultaneously. Amidst this chaos, finding your centre is key. Your internal state echoes in your work; hence, mastering the art of showing up for both your business and yourself is a game-changer.
It’s also vital to stay tethered to your vision - keep reminding yourself why you started the business and why it's crucial to you. Every day, amidst the hustle, taking a moment to revisit your purpose and committing to your vision is the compass that will guide you through all the challenges you face. Even on days when the path seems unclear, dedicating time to enhancing your skills and showing up without an attachment to immediate results goes a long way. Trust the process. Trust that every action, no matter how small, contributes to the greater narrative of your success.
Where do you see yourself going from here?
We aim to continue making collections and designs that you can cherish, adore, and take inspiration from. We wish to gently nudge individuals to break free from their limiting beliefs and feel more confident in owning their unique identity as an artist. I dream of evolving into a global brand and forming meaningful connections along this journey with individuals who resonate deeply with what we represent. And truth be told, this journey has already begun, and we’re excited about what the future holds for us.
Words Devyani Verma
Date 03.12.2024
