Where there’s a will, there’s a way. Someone has rightly said these words of wisdom and Kavita Shah, Ankisha Mehta & Namrata Shah have truly made it practical by launching an affordable contemporary jewellery brand during the pandemic, working day in and out from two different countries and time zones. In a conversation with TMM, the trio talks about the sole purpose of the 
brand, its philosophy, and more.
Tell us about Antarez and the idea behind its name.
Three best friends, two countries, and one vision, this is how we define Antarez. Kavita Shah, Ankisha Mehta & Namrata Shah, each one of us brings a unique set of skills to the brand. With experiences in entrepreneurship, fashion, and design we complement one another, and perfectly position to deliver hand-made and hand-picked trendy and affordable designs with a sophisticated flair.
Antarez Jewels is an international fashion jewelry brand, born with a view of creating accessories that range from quirky to elegantly refined. Relatively new, the brand is growing on a daily basis with our collections available in India, Hong Kong & Atlanta.
Each collection has a distinct inspiration source with a unique style of its own consisting of gold plated brass, specially cut CZ studded necklaces, earrings, rings, bracelets, and pendants. Handcrafted techniques have been used to create contemporary pieces, to add a bit of lushness to your everyday. We are very fortunate and proud to have local artisans from Jaipur, New Delhi, and Mumbai to manufacture our jewellery.
Antarez is derived from the Greek word Antares, which is one of the brightest binary stars in the sky. It is connected to us as this is what we want our jewellery collection to be for our client, delicate pieces that are both versatile and glamourous.
What is your brand philosophy?
Antarez is built on the belief that jewellery should be expressive, affordable, and well-made. The brand strives to create and curate unique designs of high quality for the clients to wear. Here, the collection is elegant and walks the line between sophisticated and funky, classic and out of the box.
There are many contemporary designs jewellery brands in India now. What sets you apart?
At Antarez, we exclusively produce a concise inventory, giving each one the time and attention they deserve. This can be seen when one witnesses the smooth and fine finishing of our products. We felt that though there were a great number of contemporary jewellery brands in India, either the price was compromised or the quality. Excellent craftsmanship at an affordable price is what we aim for. Our pieces are expressive, affordable, and versatile.
Tell us about the collection and what all materials are used in making?
Currently holding collections Aurum and Mythos – the brand is now working on introducing their third collection – Color Burst very soon.
Aurum – Inspired by nature’s raw and bold textured beauty – this collection involves gold plated classic pieces with a twist. The line holds a little something for everyone and aims to provide the perfect wear-with-anything style for any moment. The collection is made entirely in brass dipped in 
14K gold.
Mythos – Interpreting our keen interest in mythology and the symbolic females prevalent in ancient history with a modern and striking twist. Organic and flowing shapes, express emotions and translate the cultural heritage into elegant wearable art. These graceful yet dramatic pieces empower the wearer with a certain sense of style. The collection is made of silver and brass with different texture finishes. Powerful pieces with pearls and cz stones incorporated for the feminine touch.
Color Burst – This collection is all about an immersive experience with colors. Using a palette the hues of which invite curiosity, discovery, and play. Made by our expert artisans using resin and gold-plated brass, we have given a modern twist to traditional designs. We hope that the palette and the bold, geometrical designs offered within the Color Burst collection will connect you to the colorful moments in your own daily life.
You have A-list Bollywood stars wearing your designs. How far such collaborations work for the business?
We have had the privilege to collaborate with some gorgeous A-list Bollywood stars, television celebrities, and some boss lady influencers. It has helped build brand awareness and spread the brand’s reach, helping us to attract new customers.
How do you see social media as a marketing tool?
We officially launched on Instagram in the midst of the pandemic! Add to that, Ankisha was in HK and Namrata & Kavita in India – the amount of WhatsApp messages, telephone discussions, and facetime sessions… Thank god for technology! Due to the travel bans, the lockdown, and the overall fright that had come over the world, it was an extremely tough time for us as a business. We weren’t able to physically show people our brand and or handcrafted pieces. So yes, we haven’t been able to take part in any exhibitions or host any private viewings, but I think the pandemic also pushed the world onto a digital presence. Thanks to platforms like Instagram and Facebook, we were able to spread the word and showcase our products. The algorithms at work are insane! It has helped us position ourselves and build our customer base and helped us in customer service too.
What are your future plans for Antarez?
As a team, we continue to learn from each other, and it’s brilliant to be able to bounce ideas. Having started off really slowly and small, we hope to explore international markets where customers are looking for fresh designs and expand the brand to an online platform. We are now avidly working on getting our website up and are super excited about that!
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