Bespoke Bijoux A La Amorette

Jewellery designer Tinu Sholly who owns and runs ‘Amorette’ tells us about her business and the Indian market's affinity for everything that glitters.

- Rochelle D’Souza

Ask any woman and she'd tell you that a piece of jewellery isn’t just an embellishment that she merely pairs with her ensemble. For most of us, every piece is associated with a different emotion or a different style statement that we intend to make when we put them on. Ask any woman and she will tell you that she won’t walk out the door without at least putting on a pair of stud earrings. No, jewellery isn't just for decoration but serves a more profound role for a woman, and no one understands this better than TinuSholly.

A few years ago, Tinu who was then working with the Accessory wing of the Swedish retail brand, H&M in Delhi decided that it was about time she chased her dreams and create jewellery with an aesthetics and identity of her own. Armed with her degree in Lifestyle Accessories Design from NIFT Delhi she took her innate knowledge of jewellery and set about to create her own unique brand.

"Jewellery has always been my first love and starting my own brand had always been in the back of my mind. My family has been into precious jewellery trade for generations, so one could say that there has been an innate affinity towards the same, but my exposure during my travels from college and work where I got the chance to work closely with other brands that created jewellery and see the mediums that they used to sell it really helped my business idea to originate later on." says Tinu who left her corporate job post marriage to start her dream job. "My husband and my family motivated me to start a small venture on my own. Honestly, I could think of nothing else but jewellery."