Expanding the spirit of collaboration and creativity in the jewellery industry, celebrated jewellery designer and adornologist Varuna D. Jani has boldly envisioned and established India’s first luxury jewellery collective – Ruani, which brings together 14 diverse and innovative jewellery designers with distinct aesthetics, under one roof – offering an eclectic and appealing range of brilliant ornaments that cater to the distinct style sensibilities of consumers. Located in the posh neighbourhood of Bandra (W) in Mumbai, the store opened its doors in October 2021.
Daughter of eminent jeweller Ramchand Popley, Varuna D. Jani launched her award-winning label in 2006 and has made an indelible mark in the industry with her sophisticated designs that blend Indian heritage with European sensibilities. Ruani, which translates to ‘from the soul’, is her brainchild – a unique platform that features promising young talent alongside established jewellery designers – and offers jewellery enthusiasts a plethora of dazzling options. At the helm with Varuna D Jani is co-founder Devyesh Shah, who has over two decades of experience in the jewellery segment.
The collective comprises reputed designers, who utilize varied materials and techniques to create shimmering masterpieces. The designers showcased at the store are primarily women – a conscious decision by Varuna D. Jani, who believes, “When women help women, we achieve great things; we rise together. There is a lot of power in sisterhood.” The names include internationally recognised design powerhouses – Anabela Chan, Marie Mas, and Mike Joseph – as well as well-known Indian designers Suhani Pittie, Chhaya Jain, Aditi Amin, Shachee, Latique, Tallin, Sankesh Surana, Sonal Sawansukha, among others. The pieces are expertly hand-picked by the in-store curator, Trisha, who ensures that the designs are held together in harmony while offering variety to the customer.
Varuna D Jani articulates her vision for the collective, “I wanted to create a space where ideas are shared, new design styles are explored, where the competition is healthy and helps us grow together. To me, Ruani is a marvellous place of fantastically curated designs.” She adds, “Ruani is much needed, particularly in a volatile market, as the shared space creates a sustainable model for designers. At the same time, it offers a whole new experience to the buyer. You can walk in and explore several different design styles, within this one gorgeous store.”
The Indian jewellery retail industry was deeply impacted by the pandemic. Due to reduced purchasing power among consumers, designers and brands have had to reassess their strategies – and Ruani presents an ideal solution for both the designer and the customer. Varuna D. Jani explains how the pandemic inspired her latest experiment, “We started the collective during a pandemic. Almost everyone – myself included – had suffered immensely during this time. Starting Ruani allowed me to heal; it was what led me to dream again after losing two extremely important women in my life – my pillars, my mother and my sister. The pandemic took away so much from so many of us. But I hoped that in Ruani, I could help designers fulfil their dream of being creative and successful while bringing the sheer joy of adorning to customers.”
The enticing range of adornments on display at the store includes technological marvels – such as a diamond-studded necklace that fluidly transforms into a bracelet with a single click – as well as bold statement rings accentuated by bright precious stones, delicate platinum-encased diamonds, simple staples apt for everyday luxury and layering, timeless classics like solitaire rings, and much more. Each piece is intricately crafted, bears purity certifications from ISI and Hallmark, and carries the guarantee of impeccable service from Varuna D. Jani. Browse the collection at Ruani’s flagship store in Bandra, Mumbai, and visit https://www.ruani.in/ for more information.
