Here's Why You Need to Shop at Nimai

pstrongemAnd you donandrsquo;t even need to be in Delhi/em/strong/p pandnbsp;/p pWhether you are in search of a medium of self-expression or a jewellery piece to complement your favourite dress, Nimaiandmdash;a Delhi-based multi-designer jewellery storeandmdash;is the place to be. Opened in 2013 by Pooja Roy Yadav in the newly-cool Shahpur Jat village, Nimai hosts about 70 jewellery and accessories designers./p pandnbsp;/p pAfter six years of handling PR for luxury brands like Ermenegildo Zegna, Porsche Design, LVMH, Van Cleef andamp; Arpels, Tom Ford, and Tag Heuer (to name a few), it was Yadavandrsquo;s love for jewellery that compelled her to move on from being a brand consultant and establish Nimai. But before she laid the founding stone for this jewellery brand, Yadav attended jewellery making and metalsmithing workshops at the Central Saint Martinsandrsquo; and London College of Fashion. She saw a huge gap in the market for andnbsp;designer, concept jewellery. andnbsp;/p pandnbsp;/p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p p style="text-align: center;"emPooja Roy Yadav, Founder, Nimai/em/p pandnbsp;/p pandldquo;It started as an experiment with a family of just five designers, and today, we are touching 70. This number is growing,andrdquo; says an ecstatic Yadav. Today, Nimai has around 70 labelsandmdash;from industry bigwigs like Suhani Pittie and Eina Ahluwalia to newer ones like Chicory Chaiandmdash;under its umbrella. The brandandrsquo;s flagship Delhi store has a huge collection of rings, earrings, bracelets, headgears, necklaces, and more. Talking about what qualifies to be fit for sale at Nimai, Yadav says, andldquo;We curate the works of designers who experiment with unique mediums and techniques to create handcrafted jewellery with a strong narrative. Think paper, glass, discarded watch parts, concrete, clay, acrylic, and almost anything that can be used in jewelleryandmdash;but not crafty, DIY, or cheap.andrdquo; In fact, she recently collaborated with Swarovski Crystals to exclusively retail the brandandrsquo;s latest Confluence collection. The bottom line is that the products have to be high on design, concept, and quality./p pandnbsp;/p pandnbsp;/p p style="text-align: center;"/p pandnbsp;/p pWhile going from five to 70, and India to international, is remarkable progress, Nimaiandrsquo;s road to progress wasnandrsquo;t free of bumps. There were several challenges Yadav had to face, right from financial to cognitive ones. andldquo;I think the biggest challenge was doing away with the security and comforts of a job and walking an unknown path.andrdquo; Another challenge she mentions is that India is a gold-loving country, and coming up with a conceptual, niche jewellery store was, and still is, a task. andldquo;However," she adds, andldquo;the jewellery industry is going through the most exciting transition, both in terms of designing and buying preferences.andrdquo; And she is hopeful that this transition, along with Nimai's efforts, will help people pick design and concept over everything else./p pandnbsp;/p pStill rolling with the punches, Yadav continues working on new collaborations and is concentrating widening her shop-in-shop associations. Nimai currently has one store in Delhi and another shop-in-shop outlet in New York City's The Fashion Edit, apart from retailing online on its e-commerce website, shopnimai.com./p pandnbsp;/p pstrongMore On andgt;andgt; a rel="nofollow" href="http://www.luxpresso.com/jewellery/contemporary" target="_blank"Contemporary/a/strong/p

from Luxpresso http://www.luxpresso.com/news-jewellery/all-about-the-concept-jewellery-store-nimai-in-delhi/17030319
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