14 June 2012

Amrapali Jewels

‘Old is gold’ best describes the mantra for success of the Indian fashion jewellery house, Amrapali. Rajiv Arora, who founded the company with friend Rajesh Ajmera in 1978, said, “When we started Amrapali, we were only selling antique Indian jewellery pieces that we had collected from rural parts of the country. But when the demand for such ethnic jewellery soared, we started replicating them.” There has been no looking back for the Jaipur-based jewellery house since.
The designer duo was in Hyderabad recently to unveil one of the world’s most expensive miniature statuette of Hanuman from their Divine Heritage collection. The statue was designed over two years using 18-carat gold and precious stones. The figurine bows and rips open its chest to reveal glowing images of Ram-Sita on its heart on pressing Hanuman’s feet.
American sculptor Lawrence Leyda was roped in to execute this Rajiv-Rajesh design. “In India, we don’t have the technology or know-how to do this. So, we commissioned him. But now that we have the apparatus and moulds in place, it will be easier to manufacture copies,” the said.
The duo wanted to use technology in making their statues, so they came up with this design. Rajiv said they are planning on more figurines of gods using this technology.

Amrapali’s pieces have been seen on Hollywood actresses such as Angelina Jolie, Sandra Bullock, Penelope Cruz and Jennifer Lopez and Bollywood divas including Rekha, Madhuri Dixit, Deepika Padukone, Pooja Bhatt and Kiron Kher. They have also designed jewellery for the Brad Pitt-starrer Troy and showcased their creations at international fashion weeks and stores like Harrod’s.
The duo feels that Indian jewellery’s aesthetics and motifs are simple yet so futuristic so they never go out of fashion. “Their beauty and craftsmanship is time-tested,” they said.

A jewelled wonder: This miniature Hanuman statuette sculpted by Lawrence Leyda boasts of 18-carat gold and precious stones and is priced at Rs 65 lakh


Amrapali is one of India’s leading contemporary fine jewellers, known around the world for luxurious modern interpretations of classic Indian jewellery. The company was started in Jaipur in 1978 by two young history graduates, Rajesh Ajmera and Rajiv Arora. Today they employ over 1000 artisans and are joined in the business by Rajiv’s son, designer Tarang Arora.
“Founded on a passion for ancient history and a desire to revive long-lost Indian jewellery designs the company is dedicated to tradition, to the rich heritage of Indian jewellery which has a design language all its own. Even our name, Amrapali, is the name of a famous and beautiful courtesan who lived in the time of The Buddha." 

SOURCE: www.amrapalijewels.com
and wordgoldcouncil website 

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