For Pradhyuman Maloo, Creative Director and Brand Strategist, Nornament it’s been a journey that was started by his mother Sushma Maloo out of a love for all that is traditional. Over the years, they have gained repute and trust in the world of fine jewellery and have built a strong set of clients in the past few years. As a dynamic entrepreneur, Pradhyuman took a leap of faith recently and became one of the famous faces of the Netflix Show, Indian Matchmaking where he featured prominently with his mother. In a candid chat with TMM, the 31-year-old businessman talks about the brand, his passion and how he strikes a balance between all.
How and when did Nornament come into existence?
Nornament was born to a fearless and passionate dreamer- my mother, Sushma Maloo, a first-generation entrepreneur, an iconoclast with her forward-thinking and unique designs willing to beat the odds. More than two decades ago, she was one of the first few women entrepreneurs to have started a jewellery brand that was traditionally a male-dominated business. I decided to take my mother’s legacy forward and turn the brand into a force to be reckoned with; nationally and internationally with the intent to make waves in the current jewellery landscape. At Nornament, the jewellery we create aims to serve as a tangible vessel of personality, love, legacy and values passed from one generation to another. With such a vision in mind, we work with the utmost dedication to 
serve our clients. Nornament is known to create affordable authentic luxury that appeals to modern Indian aesthetics while being on par with international standards of quality and design.
While you are the Creative Director, the soul of the brand is attached to your mother. How do you both strike a balance at work?
As a boy, I watched the dream of my mother when she founded Nornament in 1998. I saw myself assisting her in practically everything related to the business of Nornament. Be it photographing images, designing jewellery, tagging along as a kid to buying offices to sitting next to workers to mould a piece into life. I understood that Nornament was born out of a love for all that is traditional. We recognized the compatibility of classic traditions with modern functionality is the way forward for Nornament. From the very beginning, I have created models that merged with my mother’s vision of bespoke luxury jewellery. My mother on the other hand has trusted my vision to grow Nornament into a brand with traditional Indian roots that is at par with the international standards.
You both were featured in Netflix Show Indian Matchmaking as well. How did the project happen?
My family has been very supportive of my ideology to try new experiences and things. They have always encouraged me to explore and learn things first hand. When Smriti Mundra, the Executive Director got in touch with me to check if I would be interested in being a protagonist on Netflix for a documentary show on Indian matchmaking. I thought Indian Matchmaking seemed like an interesting alternate platform for me to find a potential match as well as showcase our brand Nornament to an international audience. Hence, I decided to explore this new opportunity that came into my life and was looking forward to this new experience.
Tell us about the design philosophy of the brand and the latest collection.
Our jewels are created with the philosophy of authentic Luxury. Nornament views authenticity as the biggest luxury our pieces provide. Authenticity is the reflection of the customers’ inner self. It is an intangible luxury, to find a connection from the piece to our soul or vice versa. In a tangible sense, the piece is a reflection of the customers’ identity.
From design to execution, we keep our customers’ desires and aesthetics at the foreground. This ideology also translates into redesigning existing jewellery to match the new phase of our clients’ tastes.
Apart from the role of Creative Director, what interests you as a person?
I am a 31-year-old ambitious, creative and hardworking entrepreneur. As a person, I’m steadfast and persevering. I believe in living in the moment and enjoying life to the fullest. I live an adventurous life and enjoy travelling the world, meeting people, watching movies, experimental cooking and scuba diving. I have gained a keen interest towards meditating and am trying to become an avid reader.
How do you keep a check on the change in trend and taste of the market?
At Nornament, we believe in listening to our clients. their taste and vision is something we keep at the pedestal. Our clients actually help us to understand the growing changes in trends. International and domestic exhibitions help us to keep a gauge at the pulse of the market. In the current times, various online publications, Pantone colours, trend boards and influencers point us to the new taste of the market. Our international and domestic suppliers guide us also in terms of what is working in the market.
What are your future plans for the brand?
Nornament is growing into a notable and well recognized homegrown jewellery brand in India as well as overseas. We believe in building relationships rather than business deals. I would like Nornament to be known as a one-stop-shop for affordable luxury jewellery. A place where customers have access to the best quality of materials earth has to offer directly from the source. Nornament would be synonymous with reflecting its customers’ emotions by empowering them to design their own jewellery customised according to their vision.
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