What started out as an out-of-home micro business in a dainty little apartment in Ahmedabad, has, over the years blossomed into a boutique jewellery brand. Anmol, in keeping with its name, designs versatile jewellery using precious and semi-precious gemstones, set in gold, silver, and semi-precious metal alloys, handcrafted skilfully by traditional Indian artisans. Back in the early 90s, Deepa Shah would spend many hours immersed in the appreciation of art and artisanship. Classical paintings of Radhe Krishna would strike chords within her, and inspire her to create something artistic of her own that would be equally timeless, and attractive to behold.
Her deep interest in gemstones since youth led her to investing in jewels of different kinds, befitting a gamut of occasions and outfits, from time to time. When people started complimenting her on the jewellery she wore, the designer in Deepa came to realise that functionality and wear-ability are perhaps the highest expressions of art. Soon after, an entrepreneurial streak triggered, and following much research, in 1992 Deepa Shah started hosting jewellery exhibits from home, under the label ‘Anmol’. Initially, prêt jewels were sourced from jewellery manufacturers all across the country. As word spread and the demand for Anmol’s jewellery increased, it was time to invest in a new space; a boutique store was opened in 2004, on a busy jewellers’ street in the city.
Anmol stood out amid even the most established names in town, because of the versatility, timelessness, and uniqueness of the boutique’s collections. Over time, Anmol ventured into designing and manufacturing customised jewellery for its patrons, by involving them in the design and ideation process. This is exactly what women in the city wanted – a reasonable way to design and adorn the jewellery of their dreams. The design team at Anmol has always believed in keeping things fresh, and changing with the times, while retaining an element of agelessness.
Designers and sales consultants at the boutique work hand in hand under the leadership of Deepa Shah, with much consideration and respect for each other’s opinions. What this creates for the customer is a cohesive shopping experience that is both, fulfilling and enjoyable. Today, Anmol has two beautiful boutiques with display galleries and studio-lit trial facilities, apart from an online store. The boutiques house collections classified by the regions they are sourced from, styles of kaarigari, hues and cuts of gemstones, base metals and polishing, and appropriateness for occasions.
Clients can either select designs straight off the shelf or they can pick designs and have them recrafted in any metal or metal alloy of their choosing. What’s more, Anmol now has the capabilities to sit with clients and design pieces from scratch, to cater to various budgets, occasions, and tastes. Anmol is one among very few retail showrooms helmed by a woman entrepreneur.
In appreciation of Ms Deepa Shah’s personal and professional achievements, several esteemed awards have been bestowed on her, including the GCCI BWW Woman Entrepreneur of the Year, 2010-11, conferred by the now Hon’ble Prime Minister of India, Shri Narendra Modi; and the Quality Marks Woman Achiever of the Year Award, 2016.
ANMOL Designer Studio was launched by Deepa Shah more than 21 years ago on a small scale, to offer something creative and unique to a selected clientele.
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