Jewellery brands making millennials fall in love with modern heritage

jewellery, heritage design, fashion, contemporary jewellery, cultural heritage

by | Jun 24, 2021

Jewellery has always been an important aspect of beautifying oneself, especially in the Indian culture. Originating from the Latin word ‘jocale’, meaning plaything, jewellery has traversed its journey since its inception as an evolving art form. The global trend of ornation started about 5000 years ago owing to its ostentatious nature. With time, the role and desire towards donning jewellery evolved further. Jewellery comes in many styles and for all occasions but the core essence remains the same- an object which beautifies.

Blending heritage and contemporary influences

The beauty of Indian jewellery lies in the uniqueness of its design and the efforts of the workmanship involved in creating the intricate jewellery. The tradition of adorning oneself with jewellery is prevalent now more than ever before. Evidently, with the change in times, contemporary jewellery has gained a lot of popularity. In the modern world, though a lot of newfangled jewellery has been created in-line with the purported style of the urban folk, what is interesting to note here is that more and more people are inclined towards the traditional styles and designs of jewellery which are reflective of their forms of expressions.

Looking through the lens of nostalgia

We see the advent of brands offering distinctive, sparkling solutions to the customers who would rather wear something which is reminiscent of the past and yet, is contemporary. Something which bridges the gap between the past and the present is what appeals more to consumers these days. We dug more to find out which brands are exemplifying designs that have drawn their values from heritage and are able to showcase the same in their modern-day designs. We compiled a list of the brands that we feel are offering contemporary designs with the touch of heritage to it.


1. Olio

neoculturation community jewellery feature modern heritage

Co-owned by Aashna Singh and Sneha Saksena, Olio was launched in November 2015 as a destination for high quality and differentiated apparels. What started out initially as womenswear, was soon found pivoting towards creating a confluence of the antiquated times with that of the modern. Olio aims to design heirlooms that not only have contemporary designs but also offer the out-of-sight, out-of-mind stories of the historical anecdotes shared by their community.

It is noteworthy how their collections- Noor, Sukoon, Devi and Sikka boast of designs that invoke traditional perspectives from a new-er lense. Noor collection is inspired by powerful ancient amulets/sacred forms/symbols that have been energy instruments to protect from harm by serving as a magical bridge between heaven and earth connecting one to the divine light- NOOR! The Sukoon, translated as ‘a state of complete peace’, is a capsule collection which draws its inspiration from childhood and is dedicated to formative places, objects, experiences and people. Devi collection is inspired by powerful Hindu goddesses- Saraswati, Lakshmi and Durga, each having their own mystical powers and personalities and illustrate that there’s no one kind of divinity. The brand has attempted at reclaiming the divine feminine, who have been understood and honoured for the many gifts and quiet power since ancient times. The collections are lined with pieces like choker, tukdas, chandbalis to name a few, and are laced with ornamental nostalgia like amulets, taveez and keepsakes.

2. Dhora

dhora jewelry, jewelry, indian fashion, contemporary jewelry

Creative child of Avriti R Jain, Dhora is evocative of conventional designs right from the heart and soul of the culturally rich state of Rajasthan. Dhora offers a signature style with a contemporary and bold outlook. Appeals minimal yet indie, Dhora products are an embodiment of old-world traditions and symbolize a simpler day for the modern free spirited being. The brand takes classic art and molds them into contemporary frames by revisiting the source of inspiration for their hand-crafted jewellery. With a reflection of culture, lifestyle and humility, every piece of the brand tells a unique story.

3. Bhavya Ramesh

Drawing influence from the banjara culture, Bhavya Ramesh is a naturalist and a bohemian, and one can differentiate her designs sparked by love for culture, colour and life. Inspired by the belief that the sole purpose of jewellery is not only ornamentation but a symbolic form of expression, her eponymous brand Bhavya Ramesh is a conscious silverware brand that fosters love and oneness. Moulding earth’s softest solid metal– silver, speaks for an intricacy that it is not only culturally conscious but also relives the heritage of silver jewellery. The best sellers by Bhavya include sitar earrings, third eye earrings, banjara and boho rings.

4. Anu Merton

Drawing her inspirations from cultures, stories, poetry, nostalgia, and individuality, Anu Merton is on a mission to make handmade Indian jewellery accessible to the world. Her belief that Indian heritage jewellery should not be kept in boxes or locked in vaults. Rather it should be out there for the world to see and experience the beauty and story behind each piece. Anu Merton directs the projects that are close to her heart by visiting the heritage and small shops in narrow streets across the world to draw inspiration from. The contemporary designs in their collections reflect her tryst with crafts & textiles that are replicated with design interventions of her own. With their label they empower craftsmen in Jaipur, Jodhpur, Bangalore, and Patna along the way.

Hey reader!

The brands featured in this story are shortlisted by the editor. Our content is not sponsored.
We like building visual languages for brands and we can add creative value in producing brand assets. For commissioning us for the execution of photoshoots/films, check out our production division- Culture Interactive Studios or Contact us 

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