PEAKLIFE

Leshna Shah, Founder & Chief Creative Director, IRASVA tells us more about the store at Mumbai 

IRASVA, a one-stop destination for every day fine jewellery for women of today’s age, launches its first store in the heart of Mumbai city. The Flagship Store offers a sensorial experience to help customers engage with a mélange of stunning jewellery. Leshna Shah, Founder & Chief Creative Director, IRASVA shares more about the brand and her passion for jewellery designing. 

• What is Irasva, how did you come with the brand?

Irasva stands for pure emotions of ‘Ira’ or love that forms an eternal bond with ‘sva’, the essence of self, thus creating an inseparable harmony of self-love. These emotions are reflected in our designs and expressed in the form of a story – each collection having its unique tale. 

We are an omnipresent brand, with our flagship store in Mumbai as well as a strong ecommerce presence via www.Irasva.com.Our collections comprise of fine jewellery pieces designed and crafted by expert artisans. With an aim to create contemporary, subtle, yet impactful designs, that are a part of your daily routine and can effortlessly be adorned from work to any occasion. 

•     Tell us about the Ultimate experience of the store, how is it different from the other jewellery store.

Our flagship store offers a sensorial experience to help customers engage with a mélange of stunning jewellery. The décor, with a minimal approach and elegant detailing like high ceilings, glass windows, reflecting mirrors and high-back chairs the store exudes space allowing the customers to explore more. Designed like a contemporary temple by Fitch, a world leading brand that pioneers state-of-the-art designing, each creation comes to life and surpasses the mundane store experience for our clientele.  

Nestled in the cosy arty expanse, our two-tiered store features bespoke furnishings and accents of fluidity owning the ‘S – infinity’ form from the brand’s logo, alongside featuring it as a filigree motif on the dividing panels lending exclusivity. Our showroom is designed for self-discovery and is set against the backdrop of world-class décor and ambience.

• What is the USPs of the brand?

The brand aims to narrow the gap prevalent in the market for everyday wear fine jewellery. Irasva forms a deep connect with women and aims to be a part of their daily journey. The brand boasts of unparalleled design expertise and craftsmanship with a knack for providing accessories that give you freedom of expression along with confidence. 

•     How will you define the Irasva clientele?

The Irasva woman is independent and ambitious, not afraid to follow her dreams, witty and insightful. She is spontaneous and uninhibited. 

•     What has been your biggest inspiration?

Being a designer, I believe inspiration is everywhere, finding myself constantly surrounded by it. I define myself through my designs. The aim from the inception of a design is to focus on the aesthetics, versatility and timeless elegance of each piece. It should have its own unique wearable quality that sets our jewellery apart from the rest. Catering to jewellery retailers globally during my stint as the Head Design Merchandiser in New York City, certainly helped me understand how a product is created, designed keeping aesthetic and clients in mind. 

•     What role do you think social media plays in fashion today?

An inevitable one for sure! Social media has become a trendsetter and an integral part of our society. Customers explore the social media pages of brands before exploring their websites & the brands are diverting investments from traditional ads to promotions on social media to reach a wider and more targeted audience. It lends immense international exposure in addition to the already well-travelled consumer hence playing a pivotal role in influencing buying decisions and moulding choices as well to a certain extent. 

• What’s next from the Irasva and tell us about your further expansions plans in India?

Irasva is an omnipresent brand, with our flagship store in Mumbai as well as a strong ecommerce presence via www.irasva.com. For now, we plan to focus all our energies in curating and exhibiting innovative and creative designs, true to our spirit. There are many exciting collections and store launches in the pipeline. Our expansion plan aims to focus on the metro cities and the other top tier cities across India.