< Haute Jewellery >
He doesn’t like to be known as a designer, for he considers God as the one and only unequalled designer. “I am just an aspiring impressionist,” claims the 40-plus Biren Vaidya, Managing Editor and Design Head of the Rose Group of Companies, which specialises in very high-end jewellery line with a clientele boasting of the Who’s Who of Bollywood and the corporate world.
A Commerce graduate, he didn’t train to be an ‘impressionist’, but learnt on the job when he realized
that the world of precious stones, gems and jewellery was his passion. Known to friends as Bee Vee, he started experimenting on the designs with help from his sister Purnima Seth (senior director of the company) and brother-in-law Rajeev Seth (founder of the Rose Group).
“My experiments with fresh designs and ideas have been continuing for more than two decades now. My inspiration is nature and my strength are the three women in my life – my sister, mother and my wife Sheetal who is also the brand ambassador of our group,” explains Biren, who operates from his salon near Breach Candy Hospital in Mumbai. Candy Hospital in Mumbai.
He loves to travel a lot, study human behaviour and imbibe the cultural aspects of different places. It was one such trip, when he was exposed to various dance forms, that resulted in him coming up with a jewellery line depicting dance forms.
“I personally love to dance – not the traditional Indian classical dances but Salsa, Jive, etc,” he says, talking about his various interests in life which inspire him to shape his jewellery.
“Another thing that attracts me are rare gems. When I come across them, my creative juices start functioning overtime,” says the father of two sons.
According to him, there hasn’t been much change in the attitude of women towards jewellery in the last 25 years or so since he has been in the business. “Women then too wanted to own a rare piece. But the present day women have become brand conscious. They would rather talk about owning a particular brand – than a beautiful piece,” explains Biren, admitting that this change in the attitude of women helps build a jewellery brand much faster.