Studio Metallurgy raises funds for Covid-19 relief with curated collection
Jewellery brand Studio Metallurgy is currently donating 100% of sales from a specially curated collection of bestselling items to Covid-19 relief efforts in India.
As India’s fashion industry begins to rally together to support Covid-19 relief efforts across the nation, Studio Metallurgy will continue its fundraising efforts for the coming weeks. The brand also recently launched its latest collection which, featuring sea life-inspirations, mixes Keshi pearls with gold and organic forms.
“As a young brand, I wanted to raise at least two lakhs,” brand founder, Advaeita Mathur, told Vogue India about her initial fundraising goal. The brand was able to surpass the target in just a few days, Mathur said.
“I feel I am lucky enough to have savings, and a home right now,” said Mathur. “I also do not want to eat into the company reserves as generating employment is important right now; you need to be balanced about your approach to donating as an independent label.”
Advaeita Mathur launched Studio Metallurgy in 2015 and the jewellery brand retails from its dedicated e-commerce store. Alongside its selection of handcrafted jewellery, the brand retails a selection of leather accessories and lamps made from repurposed musical instruments.
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