The sustainable fashion revolution has pervaded consumer consciousness and fashion runways, creating space and opportunities for brands to innovate and deliver products that are kind to the environment. With the launch of Aulerth, fine jewellery is now catching up with this rising trend. Vivek Ramabhadran’s brand introduces global audiences to India’s vibrant tradition of intricate jewellery, featuring man-made precious stones and recycled base metals, to champion the cause of ethical ornamentation.
It is ironic that the fine jewellery industry is one of nature’s most violent offenders, given that it relies heavily on the abundance of natural resources. From intentionally opaque gemstone sourcing to mercury dumping in the extraction and processing of gold, the gems we so proudly flaunt place a massive burden on the environment. Did you know, a single 9 gm 22 kt gold ring generates over 20T of toxic waste, including cyanide and mercury pollution? Overall, mining for gold alone generates nearly 150 million T of carbon emissions, and nearly 6 bn T of toxic waste, besides significant ecological damage. This is amplified by the rampant ecological destruction in mining for diamonds and gemstones. Aulerth was conceptualised to rectify these practises by presenting conscious options for guilt-free indulgence in fine jewellery.
The brand has partnered with India’s leading designers, including Tribe Amrapali, Suneet Varma and JJ Valaya, to forge the country’s very first ethical jewellery brand for weddings and evening occasions. The launch of Aulerth brings forth an exquisite line-up of contemporary designs by these fashion houses, who swapped the metals and gemstones typically used in their jewelleries for sustainable alternatives such as man-made stones, and metals recycled from industrial scrap. The meticulously and mindfully manufactured pieces remain true to the designers’ signature style. Jewellery lines of many more couturiers will be presented in the coming months. A first of its kind platform, Aulerth specialises in couture-inspired, ethically-crafted jewellery created in collaboration with iconic fashion designers; aimed towards showcasing the finest of Indian aesthetics on a global platform. These pieces come with the guarantee of lifetime warranty services.
Says Vivek Ramabhadran, founder of Aulerth, “Aulerth is on a continuous pursuit to bridge the seemingly disparate worlds of being couture-inspired and consciously made, with an underlying foundation of bringing more responsibility and mindfulness to the end-to-end process spanning design, production, merchandising and packaging.” Ramabhadran, a self- confessed outsider to the world of design brought a renewed glitter to Swarovski (as Vice President and Managing Director for South Asia), and now uses that same approach to fill a desperate need in the world of jewellery. Aulerth’s introductory offering will go live on the digital platform this month, spotlighting three exclusive collections from Tribe Amrapali, Suneet Varma and JJ Valaya. Each of the participating designers contributes a distinctive aesthetic to the launch collection.
JJ Valaya’s curation, ‘The Royal Nomad’ draws inspiration from the art deco style and the Ottoman Empire, featuring carved gemstones set in exquisite metal frameworks with zircon details, and intricate enamelling bejewelled with a bandish work of rose pearls and tumbles, which is elevated by textured metals. This conscious jewellery line beautifully renders a symbiotic blend of floral nuances and Aztec strokes.
The line by Tribe Amrapali emphasises a deep appreciation and understanding of classic Indian jadau and chitai work in every piece. The stones have been takkar and prong-set, showcasing exquisite meenakari and Kundan work with enamelling, delicate beadwork, oxidation, and gold plating. The flamboyance of Indian cultures and traditions is beautifully expressed through these statement jewels.
Suneet Varma’s collection is influenced by the timeless beauty of Mughal architecture. The traditional pieces incorporate rich, decadent colour palettes as well as bursts of subtle pastels in pale pink, minty green and white stones. The wearer of these designs is transported to a different era, owing to the instantly identifiable elements of the Taj Mahal’s minar, inlay work, frescos, and meenakari from Mughal-inspired art forms.
Aulerth was launched on 9th February 2022. The jewellery will be available on the brand’s website: www.aulerth.com.
