'Younger Indians want fine jewellery for everyday wear'
Subscribe to enjoy similar stories. The House of Rose, the jewellery maison, has unveiled its flagship destination in the historic Ballard Estate of Mumbai. The space houses experience spaces for international luxury watches (they have limited edition watches by Chopard and Franck Muller designed just for the Rose brand) and jewellery brands, along with a bar and a fine-dining room that can serve as a space for a pop-up or a curated dinner meet.
Founded by Purnima Sheth in 1981, Rose began as a small boutique in the heart of Mumbai’s Opera House jewellery district, manufacturing jewellery for other jewellers. When Sheth’s brother Biren Vaidya joined the luxury jewellery house, he believed that India's luxury and jewellery experience needed a facelift and opened The Rose Salon in Mumbai’s Breach Candy area, followed by another store in Delhi’s DLF Emporio. The newly opened experience centre in Ballard Estate marks a new chapter in the brand journey.
In an interview with Lounge, Vaidya, the managing director of the Rose Group, discusses the new luxury consumer, jewellery trends and why watches are getting more ornamental. Edited excerpts: The generation changes every two decades. When we started, we were catering to my parents’ generation.
In the 80s and 90s, they were decision-makers, buying luxury goods, jewellery and watches. They had a different thought process about buying luxury pieces and looked for three things— value, relationship in some form, and trust. Being a doctor and a commerce graduate, I wanted to learn the field, and move away from the old tools.
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