One of the most editorially covered jewelry brands, Amrita Singh has graced the pages of everything from Vogue to Lucky.
With a small family like work atmosphere and a really succinct vision of what the label produces, Amrita Singh has sky-rocketed to success. With a new space and a new website, Nolcha's Lynn Furge caught up with Amrita to see how some amazing bangles turned into a jewelry empire.
Lynn Furge: You have a huge background in fashion in general, FIT, Oscar de la Renta,
what did you learn about the fashion business then that you have implemented you’re your business now?
Amrita Singh: The most important thing is that you have a vision and you stay focused in implementing that. We are in a business where the only constant is change, with every season we see new trends emerge and they all have a unique shelf life of their own.
My vision was to create a line of jewelry that has it's inspiration from my travels, especially the east but at the same time cater to the global citizens so bring an element of modernity to the design. You will see that in most of my work.
LF: What parts of Indian culture and tradition do you feel lend themselves to timeless jewelry?
AS: I think the Moghul era contributed a lot to the jewelry that we see in Bollywood today.
LF: You reach a very wide demographic. Please tell me what you thought of initially when putting your business together and coming from high-end women’s wear? What made you decide to expand and do a contemporary line of jewelry as well?
AS: Initially I wanted to just make one of a kind high end jewelry pieces that collectors would admire and buy. But as I started reaching more people I got numerous requests to make a contemporary line.
what did you learn about the fashion business then that you have implemented you’re your business now?
Amrita Singh: The most important thing is that you have a vision and you stay focused in implementing that. We are in a business where the only constant is change, with every season we see new trends emerge and they all have a unique shelf life of their own.
My vision was to create a line of jewelry that has it's inspiration from my travels, especially the east but at the same time cater to the global citizens so bring an element of modernity to the design. You will see that in most of my work.
LF: What parts of Indian culture and tradition do you feel lend themselves to timeless jewelry?
AS: I think the Moghul era contributed a lot to the jewelry that we see in Bollywood today.
LF: You reach a very wide demographic. Please tell me what you thought of initially when putting your business together and coming from high-end women’s wear? What made you decide to expand and do a contemporary line of jewelry as well?
AS: Initially I wanted to just make one of a kind high end jewelry pieces that collectors would admire and buy. But as I started reaching more people I got numerous requests to make a contemporary line.
This started from jewelry and then just led me to explore more accessories such as bags, sandals and hair accessories.
LF: How do you create such unique quality pieces for such a reasonable price?
AS: We have a good infrastructure that allows us to develop from the conception of the design to the actual finished product all in house. We design, manufacture, market and distribute all our products which allows us to keep the costs controlled and that, in turn, adds up to savings for the consumer.
LF: Now there are sandals, handbags, headbands all reasonably priced and available for summer, what made you decide to branch out away from jewelry and add more to the Amrita Singh brand?
AS: We got a lot of requests from our clients and that led us to expand the lines.
LF: Media Placement and Celebrity fans are important to every brand. It seems like at least one of your pieces is in each fashion magazine month after month. How does the current press coverage inspire you in terms of creating the next collection?
AS: Fashion is a cycle that keeps repeating itself so we always look back to the past to re-create trends and make them updated to suit the lifestyles of today. I look back at magazines going back to 70's to get inspiration for future collections.
LF: How do you create such unique quality pieces for such a reasonable price?
AS: We have a good infrastructure that allows us to develop from the conception of the design to the actual finished product all in house. We design, manufacture, market and distribute all our products which allows us to keep the costs controlled and that, in turn, adds up to savings for the consumer.
LF: Now there are sandals, handbags, headbands all reasonably priced and available for summer, what made you decide to branch out away from jewelry and add more to the Amrita Singh brand?
AS: We got a lot of requests from our clients and that led us to expand the lines.
LF: Media Placement and Celebrity fans are important to every brand. It seems like at least one of your pieces is in each fashion magazine month after month. How does the current press coverage inspire you in terms of creating the next collection?
AS: Fashion is a cycle that keeps repeating itself so we always look back to the past to re-create trends and make them updated to suit the lifestyles of today. I look back at magazines going back to 70's to get inspiration for future collections.
LF: I know you have a very small succinct team working for you. How do you manage all of the business with such a small group of people?
AS: We have a family like atmosphere in the office where everyone fills in to get the job done.
LF: What new plans are in development for the Amrita Singh brand?
AS: We just moved to our new location in Soho, NY. We are looking forward to the hosting more trunk shows and parties here.
In addition to the new location we have updated our website and made shopping an even more fun and easy experience www.banglebangle.com.
AS: We have a family like atmosphere in the office where everyone fills in to get the job done.
LF: What new plans are in development for the Amrita Singh brand?
AS: We just moved to our new location in Soho, NY. We are looking forward to the hosting more trunk shows and parties here.
In addition to the new location we have updated our website and made shopping an even more fun and easy experience www.banglebangle.com.
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