I have been in and around the jewelry business my whole life, with friends and family in the business while I was growing up and then getting married to a jeweler. This was something that I feel I was destined to do but it took me a while to figure that out, but I'm glad I did.
The name Ayva comes from the monikers of my kids names: Ayesha and Varun. AYVA is a contemporary line of luxury jewels that fuses the my rich Indian heritage with a modern European design flair, creating pieces of jewelry which are chic, modern and luxurious. AVYA uses historical, decorative motifs found in India’s colorful culture and history and merges them with the clean lines of the west.
Design for me is something that makes ideas tangible, it takes abstract thoughts and inspirations and makes something concrete. It’s often said that designers don’t just think, they actually translate those thoughts into works of art.
My most favorite design is this Riya collar necklace. Riya’s elements combine nods to the past- marquise-shape gemstones and diamonds- and an updated silhouette, giving way to the future. It was designed as a symbol of love and dedication, a legacy to be carried on for generations to come; its aesthetic puts an emphasis on eternal love and the unity of two souls.
The first thing I designed was a ring when I got into the jewelry industry full time. I had gone on a gemstone buying trip with my husband and I was hooked. I felt like those gemstones were calling me and I picked one that I instantaneously fell in love with and designed a ring with it.
Comfort and wearability. I love jewelry that I can wear and don't have to put away in my safe. That's always been my philosophy so I make sure that when I design I make something I can wear at all times, so that when someone buys my jewelry they can enjoy wearing it.
I feel extremely proud and happy when I design jewelry. Jewelry is something that transcends time and knowing that my jewelry will out live me and bring joy for generations to come makes me ecstatic.
Pride.. As a designer you can imagine the piece you design and you know how it will look when it comes to life. However the moment when you hold the piece and you know it looks exactly as you imagined or even better sometimes makes me proud.
As a designer it's my responsibility to give back to all the wonderful people that work behind the scenes. They are the amazingly skilled artisans who spend countless hours making my vision a reality. As a designer it is my responsibility to give back to them and their families by supporting them both financially and emotionally.
That being said it is even more important to be environmentally responsible, because as a designer we all create pieces that we hope will last for generations to come. We need to be careful and reduce our carbon footprint and the environmental impact our professional has.
My inspiration comes from my rich Indian heritage which is fused with my love of Parisian Fashion, European Style and Italian Design, thereby creating pieces of jewelry which are chic, modern and luxurious. I use historical, decorative motifs found in India’s colorful culture and history and merge them with the clean lines of the west.
I have lived in San Francisco for the last 14 years but I grew up in India. My designs are inspired by my Indian heritage along with my life in San Francisco and my travels.
Working with designers is really important as I believe that working with them is not only about the product but also about the inspirations and stories they bring along about their work, their studio and their career history.
When you select a designer it is important to know that they believe in your brand as much as you do. Look at their work and see how they will help boost your brand image and attract a client base for you.
I first start with my concept for the collection and then design individual pieces with my gemstones in mind. After that I keep going back and looking at the designs everyday for a month or two. If I am still not bored and in love with them as much as I was when I first designed them, I put it those pieces into production. As for the rest of the pieces in that collection- it's back to the drawing board with them. This is why I only design one to two collections per year.
I wake up around 6:00 a.m. and spend a good 45 minutes meditating and planning my day. After the kids wake up it’s time for packing snacks and lunches and off to school and work for us. I usually work until 4:00 p.m., then it’s time to pick my kids up from school. I usually try not to schedule any meetings unless necessary in the evening so that we have some time to spend together. I log back on at night after we put the kids to bed, as I work with people overseas and that side of my business happens late at night.
Keep going and moving forward. There are things that will throw you off and people who won't appreciate your work, but don't be discouraged as for every one that does not appreciate your work you will have twice as many who fall in love with it and that will make all those sleepless nights totally worth it.
Being able to be a part of someones joyous moments is the best gift you could receive as a designer. It's so satisfying to know that something you created is now a part of someone else's life. I don't know anything that I don't like about being a designer.
Pencil and paper. For me there is still no substitute for free hand sketching. The more I sketch the more ideas I get. It just stimulates my brain a lot more than any software could.
It takes me a long time to design a piece of jewelry. I first start with my concept and then design the piece with my gemstones in mind. After that I keep going back and looking at it everyday for a month or two. If I am still not bored and in love with it as much as I was when I designed it first, I put it into production. That's why I only design one to two collections per year.
My most important job experience was when I was an inventory planner for exclusive luxury wines. It taught me a lot about production and distribution of luxury goods.