Born in Chennai and raised in Dubai, Vivek Ramabhadran was exposed to many cultures and lifestyles from an early age. His family is culturally rich, and he visits his grandparents almost every summer. However, he always felt that he was observing India and all that was going on there from the outside. Looking back, he said, this gave him a broader perspective.
When high school ended, it was understood that Vivek was going to study engineering. This culminated in four tumultuous years in India, where he was surrounded by smart people who really set the standards. However, he soon realized he didn’t want to pursue engineering and when he did his master’s degree in the US and had the opportunity to experiment with water in a workspace, he discovered a hobby and a gift. their own business. What followed was an ever-evolving career that took him to companies like Starbucks and McKinsey, and helped him experience many cities and countries.
Light up the spark
When Vivek was offered a job at Swarovski, he knew absolutely nothing about jewelry or fashion. He works in business development and learns the basics; It was here that Vivek became interested in jewelry. A year later, he had the opportunity to become the chief executive officer of the company in India. Vivek is part of the core team behind Swarovski’s ‘Confluence’ project, which includes fine jewelry created in collaboration with some of India’s top designers, such as Rohit Bal , Gaurav Gupta, Eina Ahluwalia, JJ Valaya and Amrapali. Confluence’s success encouraged Vivek to introduce wearable jewelry as its own niche. While everything seemed to be going in the right direction, the pandemic had other plans and it did not materialize.
Therefore, Vivek wanted to apply his knowledge of the jewelry industry to the real world. He started a foundation to meet the growing needs and demands of his customers.
“I’ve noticed that jewelry is changing – a woman now wants to wear jewelry that represents her value, not just the jewelry her mother gave her. I think I can make a big dent in this space.
first earth
There’s a lot to consider but Vivek knows one thing – his jewelry will last. “I really like sustainability. This started with the plant-based food movement. People are used to eating meat. They think it’s all good, but it’s not good for the environment. There is a huge amount of carbon emissions and costs. I did a lot of research in the fashion industry and noticed a similar dynamic with jewelry that I have an interest in and experience with. Gold and diamonds are destroying the environment massively due to mining and 90-95% of jewelry is gold. In an age where we are talking about sustainability in all other respects, we assume that jewelry has to be gold. This has to change.” And that’s how it all started for Aulerth – a new movement in jewelry.
“Etymologically, Aulerth is made up of two components: ‘Au’ stands for Aurum which means gold in Latin, and ‘lerth’ is a new progressive precious form that will not destroy the earth.” This encapsulates the essence of the brand, so what is their jewelry made of if not gold and diamonds?
Vivek informs us that “mining a plain gold ring generates more than 20,000 kg of waste and carbon emissions. We use recycled metals from cars, musical instruments and other objects. They are in their second life. It’s good quality brass, recycled and reused, then treated with gold plating for durability. The idea is not to create more fashion jewelry but to reduce consumption of gold jewelry.”
Having been part of the jewelry industry, Vivek fully understands that focusing solely on sustainability won’t work. A high level of design must go into creating each piece.
“I feel it will be more effective if we have famous designers with distinct styles. It will give the platform more appeal to have a variety of aesthetics. We spoke first with Suneet Varma, then JJ Valaya, followed by Amrapali and Shivan Narresh. Everyone is ready for it!
Cherry on top? Aulerth has gained the trust of celebrities such as Tarun Tahiliani, Taro Nordheider (former CEO of Swarovski Professional), LV angel fund and McKinsey network of partners who have invested in the project. in the amount of 1.1 million US dollars.
With such a solid plan in place, it’s no surprise that the response to their website and first exhibit has been nothing short of phenomenal. “I actually feel more confident that we have a great base from which to really change the jewelry,” says Vivek.
Close the circle
If you’re worried about wearing a necklace that might have been part of a random machine in a past life, taking a look at Aulerth’s website might assuage your doubts. There is a mix of lightweight, everyday jewelry for the woman on the go and more ornate pieces ideal for weddings and other special occasions. The works celebrate traditional Indian design forms while keeping in mind a modern, contemporary aesthetic. Sleek necklace, gem-encrusted wrist, geometric earrings – each piece shines in its own way.
Since few people wear striking jewelry more than once, Aulerth Loop allows you to rent multiple pieces over a three-week period, during which time you can wear as much as you want. And if you buy something, you have the option to come back after a year and exchange it for a new design. “Our idea was to harmonize a circular pattern, which is good for the environment and also gives flexibility to the client as they always have access to more designs,” says Vivek.
What’s next for the new entrepreneur? “It’s all about Aulerth from here on out. Build a base, open offline stores next year and continue to build awareness and attract more people to us.”
Vivek’s picks:
1. Shivan Narresh’s Numisma Necklace in Black Enamel
2. JJ Valaya’s Rumeli cuff
3. Tribe Amrapali . Spring Collar Hymn
4. Suneet Varma’s Luna Necklace
Favorite Designer of All Time:
chanel
Tory Burch
Versace
dior
Swarovski
sabyasachi
Tarun Tahiliani on Aulerth:
“Necessarily, Aulerth will break the mold and redefine India’s approach to the preciousness of jewelry. Vivek offers a unique combination of strategic acumen and a deep understanding of fashion, jewelry and the design space. He has wonderfully incorporated sustainability and desire into Aulerth, and I look forward to the platform becoming a highly relevant cutting-edge platform in the Indian and global luxury scene soon.”
Are from HT Brunch, December 3, 2022
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