Source: www.questia.com | By: Gayatri Rangachari Shah
With a focus on architecturally inspired costume jewelry that combines the glamour of India with the sensibility of American casual wear, Isharya has quickly become a darling of Hollywood celebrities and fashion editors alike.
For evidence of a growing consumer captivation with an “East meets West” global jewelry aesthetic, look no further than the Indian jewelry brand Isharya. With a focus on architecturally inspired costume jewelry that combines the glamour of India with the sensibility of American casual wear, Isharya has quickly become a darling of Hollywood celebrities and fashion editors alike.
Among fans claimed by the brand are Cameron Diaz, Jennifer Lopez, Kim Kardashian and Sofia Vergara, as well as celebrity stylists who showcase it in hit U.S. television shows including “Entourage,” “Modern Family,” and “Gossip Girl.”
Founded in 2004 by two 30-something sisters in law, Radhika and Gauri Tandon, Isharya jewelry is now sold in 50 countries, through top retailers including Net-A-Porter, Henri Bendel, Saks Fifth Avenue, Stanley Korshak, Bloomingdale’s Dubai, and Galleries Lafayette. In May, the brand sold out on the Home Shopping Network. It is currently in talks to produce an exclusive line for the channel.
Specializing in pieces made in wood, resin, leather and semiprecious stones, typically using settings in 18 karat gold- plated brass, Isharya appeals in part because its jewelry does not overwhelm the wearer, but instead complements her personal style.
“It enhances and crystallizes a fashion statement, the key to good branding,” Gary A. Wassner, co-chief executive of Hilldun, a New York-based fashion financing firm, said by e-mail.
“The linear quality of the design aesthetic, its boldness and its asymmetrical themes make strong statements without screaming at you,” added Mr. Wassner, an advisory board member of the incubator program at the Council of Fashion Designers of America who has advised brands including Derek Lam, Peter Som, Alexander Wang, Alexis Bittar and Marc Jacobs. “It embellishes the body as opposed to defining it, while still being crystal clear in its point of view.”
Started as a hobby because the Tandons felt there was a void in the market for the type of jewelry they wanted to wear — contemporary, fun, well made and well priced — Isharya now fills a growing niche for attractive, affordable, high quality costume jewelry. With offices split between Mumbai, where Gauri Tandon oversees a design team, and San Jose, California, where Radhika oversees global marketing, sales and distribution, the company has 30 employees, up from just 10 two years ago.
In an interview last month, the Tandons would not disclose sales figures, but they said revenue had grown 50 percent every year since 2007, when a feature in Allure magazine put them on the map.
Helping growth are Isharya’s prices — ranging from $200 for a ring to $1,000 for a necklace — and commitment to quality.
“Our perception of the fashion jewelry market is that while the metal we used didn’t matter, the design, aesthetic and quality did matter,” said Gauri, who shares the co-chief executive title with Radhika. “That’s the reason we initially chose to use brass, as we didn’t want to be affected by the rising costs of silver. …
Check out the rest of our modern statement jewelry pieces here at Isharya and step up your glam game today!