It was a case of being thrown into the sea, and realising that one is a natural swimmer! Such was the case with jewellery designer Biren Vaidya. Rose was a brand built by his sister, Purnima Sheth in 1981. The brand is all about masterful craftsmanship, innovative designs, trust, and value. Sheth had to go for a holiday and needed someone to “take care of her budding jewellery business, while she was travelling the world for a month. Who better to manage the business than her college-going younger brother? The very first day I instinctively fell in love with jewellery and was able to run the business like fish in the water. During the course of the month, I realized my passion for design, the art of jewellery making along with my flair for innovative marketing,” says Vaidya.
On graduation, he enrolled as an apprentice goldsmith at one of Rose’s workshops in Zaveri Bazaar. “After becoming a goldsmith and understanding the art of jewellery making, I had the great fortune of working with Ravi Chawla of Ravissant who had commissioned Paul Binder to design a special line of jewellery for the brand,” he remembers, “As a young artisan with skills of manufacturing to international standards, they took me under their wing and Paul mentored me and gave directions to my creative skills.”
“It was an exciting time as my exposure through overseas travel and visiting fairs like Basel and Ateliers in Europe, I was able to bring a lot of new ideas, technologies and mix it with our traditional Indian jewellery manufacturing culture,” he recalls, “In a short time, I became the most qualified artisan of Rose and was very happy designing and making jewellery and it was at that moment when my sister decided to push me into the mainstream of driving the business.” He joined in the operational side of Rose in 1986.
“I always had the passion of creating a luxury brand of Indian origin with an international standing so through the years, I had always been on the drawing board of what my dream brand would be. In the year 2004, I was able to turn this dream of mine into reality when we opened the first Rose Salon,” he informs. He also has had the honour of being able to christen “quite a few treasures beginning with the Empress of Rose, the world’s largest Pear Shaped Colombian Emerald and the only stone christened on Indian soil since the Koh-i-Noor,” he claims.
Speaking about his jewellery design process, he explains, “I get my inspiration through travelling, architecture, nature, and other creative fields. Jewellery is made from Mother Nature’s creation i.e. gems and metals. When I set my eyes on the same, one gets inspired and then the rest is in the Hand of God.” The latest collection by the brand is called ‘Colours of Life’. “Keeping in mind the Millenials’ desire for style and versatility, Colours of Life is a unique collection of statement bracelets, earrings and sautoirs that combine two or more coloured gemstones with diamonds,” he notes.
With such beautiful pieces coming from the brand, it makes it hard for the brides, and the other women, looking to buy jewellery on what to choose. What’s the latest jewellery trend that he’s seen? “Today’s modern women are very conscious of the fact that the design and the brand of every piece they buy should be iconic so that people aspire to and recognize their beauty. While everyday jewellery has become a growing trend for years now, I am also seeing more and more women looking at important gems being a part of their jewellery which brings rarity and value into the mix,” he says and when it comes to brides, “The trend is very simple! For the traditional functions like the Mehendi and the wedding, she is looking for Jadau sets and for the reception, cocktail and sangeet, brides are looking for contemporary diamond and precious gem jewellery.”