PEAKLIFE

Ranging from organic to hand-painted to even floral, jewellery brand And Noor adorns with iridescent combinations of authentic Indian craftsmanship and style.

The brainchild of two young entrepreneurs Aashika and Meghna Bhutra, And Noor is an emerging jewellery brand with diverse designs and a knack for women empowerment and local craftsmanship.

Meghna, a strong supporter of woman craft and Aashika, already borne in a family of gemstones – the duo are close-knitted with the latter being Meghna’s sister-in-law.

In conversation with PEAKLIFE, the stunning ladies unveil what their brand And Noor is all about!

Founders Aashika and Meghna Bhutra

1.) Tell us about And Noor. How did it come about and what is its concept?

We, And Noor, are a confluence of notable women luminaries from across India providing you with artistic excellence of the widest and the most diversified range of fashion jewelry at one place. We aim to be the largest and the only platform for all kinds of jewelry from organic to hand painted and to flower jewelry.

Noor being an Arabic word stands for beauty. We at And Noor believe in the beauty of every individual. Jewelry is one such thing, glorifying the personality. We focus on providing quality products that will enhance the beauty of an individual. We try to turn into India’s first famous worldwide Jewelry Brand. Our undertaking is to observe Indie adornments craftsmen on a worldwide stage.

2.) What do you think is the USP of the brand?

We promote women entrepreneurship and hence all the designers listed on our portal are women. Our motto is to provide platform to women from Tier 2 and Tier 3 cities of India and make their products reach a wider audience.

3.) What are the best-selling jewelleries by AndNoor?

• Tourmaline Tryst Collection by Nitaara
• Firdaus Collection by Namasya
• Lotus Collection by Ekah
• Handpainted Collection by Jewellery by Sanskriti

4.) Aashika, you come from a family of gemstones. Were you always certain about pursuing in the same?

Even though I have seen the gemstones business since the childhood, I didn’t wish to pursue the same. I wanted to be an event manager back in my college days. But my destiny led to somewhere else.

Being a Jewelry Designer from GIA, I further developed my interest in jewelry and had started up with my own production line which unfortunately I couldn’t succeed with. Still having my interest in the same line, led to the venture of And Noor.

5.) Meghna, you’re a strong believer of women entrepreneurship. How does that reflect in AndNoor’s philosophy?

And Noor is a firm entirely focused on promoting women entrepreneurship in the field of design in fashion jewelry. We not only just get women designers listed but help/guide them if they are not GST registered or any such issue. As said above, we want the unknown and the uncommon women designers hidden in the various parts of the country to reach out.

6.) Any advice for those venturing in the same segment as you?

We all are sailing in the same ship and we all believe in craftsmanship. Hence, please don’t promote machine made jewelry. Let’s promote the skills of the artisans of our country.

7.) Lastly, what are your personally favourite stones?

Our personal favorite stones are Sapphire and Emerald. Both are precious stones and have their own charm.