Sangeeta Boochra and Nimai join forces for joint flagship store in Mumbai
Jewellery brands Sangeeta Boochra and Nimai have joined forces to open a joint flagship store in Mumbai and plan to take the collaborative concept to more Indian cities.
The new Sangeeta Boochra x Nimai flagship store recently opened its doors on Bandra West’s Linking Road, Sangeeta Boochra announced on Facebook. The collaboration is a synergy of old-meets-new as Sangeeta Boochra was founded in 1897 and is considered a heritage jewellery brand while Nimai launched in 2013 and has a more contemporary, experimental aesthetic. Both brand’s latest jewellery collections sit side by side in the new store.
The store opening in Mumbai also marked the launch of the ‘Anantaya Jewelry Collection’, created by Sangeeta Boochra in collaboration with fashion blogger and influencer Santoshi Shetty. The store also houses bridal, occasion, and everyday jewellery.
“The collaborative store is designed to showcase the entire gamut of traditional and contemporary jewellery emerging from India with a special emphasis on design, craft, mediums and techniques,” Nimai’s founder Pooja Roy Chowdhury told the Telegraph India about the new store.
“This flagship store is slated to emerge as a destination of sorts for all jewellery enthusiasts and global travellers curious to discover jewellery from India- almost like an interactive encyclopaedia of jewellery.”
The brands also have a collaborative space in New Delhi’s Khan market and plan to take the concept to other Indian cities in the near future. Sangeeta Boochra has its own store network of 50 outlets and works with a network of 25,000 artisans. Nimai describes itself as India’s first multi-designer jewellery brand and works with over 100 contemporary jewellery designers.
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