Pioneering Wearable Art in India

Aakarshan draws from Shweta Pathak’s father's heirloom collection of natural fancy colour diamonds and gemstones. Pathak's vision was clear: to craft a niche label inspired by global houses like Tiffany and Harry Winston, focusing on rarity, workmanship, and timeless collectibles rather than commodity gold.

Q1: As a single founder sustaining a brand, how have you balanced emotional drive with business grit, especially in an industry where women entrepreneurs like you are rare?

Since Aakarshan came as a second career with my father's gemstone collection, it felt like destiny. As an engineer and double MBA, my management skills and tech mindset helped provide clarity. Travelling globally showed me high jewellery as legacy pieces, not commodities. I aimed to be India's Tiffany, following a lean model as a solopreneur. From my first exhibition at Le Meridien to winning Retail Jeweller awards twice and London recognition, I stayed focused without dilution. As a woman, balancing motherhood, societal acceptance, and security threats was tough - I chose shop-in-shop and online, maintaining zero debt. You have to be unbreakable, like diamonds.

Q2: Aakarshan stands out for "wearable art" over investment pieces - how do you differentiate from mass-market jewellers in India, where luxury is often seen as locked-away gold rather than collectible expression?

Our history shows gods and royalty adorned in Ratna Jadit, but capitalization turned jewellery into investment. I focused on high jewellery as collectibles. The path was hard - no family business background, early funding risks - so I delayed investors for no dilution. Events like Dubai wedding conference, Bangalore Fashion Week, and Paris Fashion Week built visibility. Femina listed us among top 21 in 2021. Taj properties carry us now. Grit kept me going.

Q3: India’s luxury jewellery market lags behind global peers in embracing collectible, rare pieces - why do you think that is, and how does Aakarshan challenge the "one-wear wonder" mindset?

Legacy retailers focus on common gems; rarity isn't prioritized. Aakarshan means divine attraction - these natural gems carry it. Challenges include knowledge gaps and astrology’s role. We use neutral, enhancing gems like kunzite, tanzanite, fancy colour diamonds. Each piece is unique; I never melt unsold ones - waiting for the right connoisseur. It's patience and belief, rewarded by features like this.

Q4: The new generation bride seeks rare, collectible jewellery that transcends weddings - what trends do you see in their preferences for gemstones or fancy colour diamonds, and how does Aakarshan cater to that shift from disposable to heirloom?

New brides like Taylor Swift’s old mine cut or fancy colour rings show self-worth. They set boundaries, express rather than impress. There’s a shift from 80/20 to 60/40 rule - 60% investment gold, 40% personalized collectibles defining style and rarity. Aakarshan’s ensembles match outfits; future: Burma rubies, Colombian emeralds, fancy diamonds as bold statements. Engagement rings lead, but full jewellery takes centre stage.

Q5: How did showcasing at Paris Fashion Week highlight Indian craftsmanship to international enthusiasts? What feedback shaped your next collections?

It was a path less travelled - a jewellery brand on a fashion week runway. A Lakme collaboration demanded only white diamonds; we stepped back to preserve uniqueness with natural gemstones and fancy colours. The Paris invite felt like manifestation. “Colours in Life” explored contrasts: vibrant gems against minimalist structures, merging Indian heritage with international appeal. The response was powerful, affirming that Indian craftsmanship, when paired with bold vision, resonates globally. Feedback encouraged deeper exploration of colour play and rarity, shaping collections with more daring gem combinations and refined storytelling.

Q6: What would you tell the new generation bride to consider wearing jewellery as a personal statement, not just tradition, in India’s evolving luxury scene?

To the new generation bride: know your self-worth and set high standards. Aakarshan is for women who outshine, refuse typecasting, and express rather than impress. The full jewellery suite takes centre stage, moving beyond layers to rarity that speaks volumes.