What according to you is the favorite jewelry brand of the top Bollywood celebrities? For most of us, the brand must have a long existence history. But the reality is always different from what we imagine about the glamour world.
What if you were the Bollywood jewelry-favorite is a startup? Surprised? Most Indians trust the brands of the jewelry industry that boast a historic existence. So what is so special about this start-up that it now on the top list of most of the celebs? Let’s find out –
Background check!
Based in Dubai, Vinita Michael’s eponymous label was started as a bootstrapped company in 2015. The label creates intricately crafted pieces of jewelry like earrings, necklaces, brooches, bangles, and cufflinks.
The brand boasts of a large Bollywood clientele including actors Deepika Padukone, Kareena Kapoor Khan, Shraddha Kapoor, Huma Qureshi, and Jacqueline Fernandez.
About the founder
Vinita Michael was named one of Gulf Cooperation Council (GCC)’s top 50 Women Leaders at the Global Brands Excellence Awards 2016, was a finalist at the Dubai International Jewelry Week 2013 and 2014, and was listed among the top 20 Jewelry designers at the Auditions jewelry design competition 2008-09 by the World Gold Council.
Academics is important
Vinita, currently 33-year-old, grew up in New Delhi where she learned Bharatanatyam as a child and was always surrounded by and adorned in beautiful costumes. And this is how she found her passion for jewelry.
In her later life, Vinita started considering design as a career option. And next, in 2004, she began studying design at National Institute of Fashion Technology, Gandhinagar, with a specialization in Jewelry and Precious Products.
The kick-start!
After graduating, Vinita worked with top industry giants and in 2011, she went abroad to pursue her higher education in Gemology at the Gemological Institute of America (GIA) in California, USA. The next year, she moved to Dubai and collaborated with regional design houses Mikura Pearls and Monsieur Fox.
And finally, in 2014, Vinita began working on her own, and it was finally registered as a UAE-based jewelry firm in early 2015.
How does the brand function?
The brand’s product development and administration are based in Dubai, while marketing and public relations are handled by teams in both Dubai and Mumbai.
Vinita’s Design philosophy
Vinita looks at her designs as a concoction of intuition and logic. For her, one of the most important aspects of jewelry is comfort and her products go through a number of steps.
Vinita works closely with the Swarovski team to study the trends and materials that will be relevant in upcoming seasons. Based on this study and her own experiences, she decides the chief inspiration.
The strong beliefs!
She believes that when a woman is comfortable, she is effortlessly charming. After the sample is created, they try it on to ensure the weight is perfect and it sits right on the body.
Post teh approval of these specifics, the sample is finalized, and the complete product is created. The pieces are priced between an average of ₹10,000 and ₹15,000 crafted with Sterling Silver, 18K Gold, Swarovski crystals, diamonds, and precious gemstones.
What’s in store for the future?
In the next few years, Vinita hopes to further expand her brand’s retail operations in international markets. She aims to become a globally recognized jewelry label, associated with premium material quality, craftsmanship, and unique design concepts.
Vinita Michael advises other women, who are aspiring to be future entrepreneurs or trying to take their start-up to the top, to never undermine the importance of work experience, always be open to learning and evolving, and believe in hard work and perseverance.
