Designer and artist Eina Ahluwalia created her innovative conceptual jewelry collection as a means of self expression and not just ornamentation. This maybe a heady message for a luxe jewelry collection, but this Calcutta, India based jeweler manages to meld her strong political beliefs with a cool sense of contemporary glamour. Take for example her ?Wedding Vows? collection of jewelry, these pieces may take a strong stand against domestic violence but we also think these oversized statement earrings would look totally cool on Rihanna. It?s no wonder Eina has become one of s the go ?to designer for both the Hollywood and Bollywood elite. Read more about the message behind this uber chic collection, we are thrilled to be able to introduce you to it!
How does travel inspire your collection?
The more I travel, the more I meet myself. I have experiences that help me know about myself and about the world. It's a way in which I grow, and since my work is all about expressing myself, the more I grow the more I have insights to share through my jewelry.
Describe the Eina Ahluwalia brand in 3 words.
Wearable, Personable, Reminders.
My jewelry is not solely about ornamentation -- it's more of a personal reminder for yourself about something you believe in. My pieces are about self expression, and ornamentation is a byproduct of the jewelry. The expression of the concept may be beautiful, but that's not its primary goal.
What inspired you to start your collection?
In 2010 in India, there was no concept of a "conceptual jewelry designer." There were designers -- but everyone was about following trends and doing what was "cool" and trendy. There was no concept of someone making something for the meaning of it rather than the ornamentation aspect of it. That's when I started getting into the concept of making meaningful jewelry -- it is the kind of jewelry that is art, not fashion. It speaks about self expression for both the artist and the woman wearing it. It's not just about being beautiful and on trend.
What does your creative process look like?
My creative process begins with a lot of coffee and angst. I have to reach within myself and sift through a lot of thoughts and ideas to find the one strong story that needs to be shared. This concept has to pass a lot of 'meaning tests'. Does it hold true for a lot of people? Will a lot of people identify with it? Will it add value to people?s lives? Is the concept timeless? Do we need to be reminded of it often through life? If the answers are, '"yes" then the concept is ready to be physicalized.
What is one of the most powerful concepts behind your collections?
We work with a collection that stands against domestic violence - which is a big issue in India but also across the world. This was the first collection that really made a big buzz. We use the words, "Love, Respect, Protect" because the idea is that when we get married, we should all make a vow to ourselves to love, respect, and protect ourselves -- even if the other person doesn't. The whole idea is to remember the power within you and to remember to stand up for yourself.
Who is the woman who wears Eina Ahluwalia?
She is a woman who thinks about who she is. She is not someone who buys into trends and fashion, but someone who has a certain sense of self -- and from that sense of self, she has a sense of style that is very individual. My jewelry expresses itself; it is interesting, beautiful, and a talking point in many ways. It is also aspirational; they are pieces that really speak to you.