Tara Daswani On Making Fine Jewellery Fun & Wearable For The Contemporary Indian Woman

You’d think that someone hailing from a family of diamond merchants would grow up with an affinity towards elaborate jewellery. But Tara Daswani thought of fine jewellery as “prissy and pretentious.” She found it boring—something that was mostly kept in safes and bank lockers, and Tara was interested in subverting that idea. She wanted jewellery to resonate with the modern, independent woman—classic pieces that they would wear on an everyday basis. “I wanted to make it more wearable, and that’s how my interest in jewellery began,” she says. Her journey started with ‘name necklaces’ that she designed for her girlfriends. The bespoke jewels were an instant hit, and suddenly everyone wanted to own a piece of her genius. That’s how Tara Fine Jewellery was born in 2019.

Less than two years since its inception, Tara’s eponymous brand is currently all the rage. It has found coveted space in magazine spreads and is being championed by the who’s who of the fashion world. It is, of course, the striking designs that set the brand apart. Tara loves experimenting and that reflects in her pieces—they are bold, dramatic, and versatile. 

For Tara, it is her creations that remain primary. Everything else (including the sales), can wait. Even on Instagram, which is her main portfolio, Tara never raises a sales pitch. “Authenticity, in product and in person, is what I strive for,” explains the designer. It is all things “carefree and fun” that she finds the most authentic. On social media, she uses witty one-liners and puns to showcase her jewels. Her jewellery line, much like her, has a fiery personality, and perhaps that’s why buyers gravitate towards her brand. 

As an avant-garde designer and artist, Tara Daswani perfectly fits in our #POPxoWomenWhoWin series. In a candid chat with POPxo, she talks about all things fine jewels and the secret behind creating a trustworthy brand. Excerpts below: 

How do you begin your day? What’s a typical day like for you?

I’m an early riser so I never use an alarm.  I like to wake up naturally at around 7 am– I start my day contemplating and thanking God for 50 things I feel grateful for whilst sipping on my morning coffee. Then I put on something that reflects how I am feeling, and leave for work. After that, I set up my office and delegate tasks for the day. I’ll see clients at my studio and speak to all my craftsmen several times a day. By early evening I wrap up work and take my son to his football or tennis class, or if he’s out on a play date I’ll relax with a magazine and then finish up some more work. We eat early dinner as a family and then we go to bed with a book. 

How did you get interested in jewellery making?

My grandfather was a diamond merchant, as was my father. I had NO INTEREST in fine jewellery – I found it prissy and pretentious. But then I began thinking of how to turn that visual on its head to make it wearable and authentic for today. And that’s how my interest in jewellery began. It was all really just trial and error but grew into this amazing passion creating pieces that are dramatic, bold, irreverent but the operative word is wearable. 

What, according to you, are your biggest professional accomplishments so far?

I think for me the greatest feeling is seeing people that are wearing my pieces ALL the time, and to have established some sort of brand identity where you can recognise the piece. I always thought my design aesthetic was a bit niche and wouldn’t be widely appreciated but to see them being enjoyed by such a wide range of people from children, to grandmothers – that’s super nice. Professionally I would say having my jewellery used on a vogue cover and worn by Madhuri Dixit, were certainly career highlights.

What was a turning point in your career?

The development of my Pret line was a game-changer – it became accessible and wearable at once. Also, INSTAGRAM. I was a very late bloomer with social media and resisted for a long time because I’m technologically as un-savvy as it gets but my husband and a couple of friends encouraged me and helped me through it all. It has really been a revelation in terms of reach.

What would you say are the key skills that have really helped you succeed in your career?

1) I had the base knowledge of diamonds and the precious stones that I deal with. It’s a very important foundation for this business and it’s something my dad insisted I learn to be good at my job and make informed decisions for clients 2) I’m passionate and super hardworking – I love my work so much I never want a day off! 3) I keep looking for new ideas and I’m not afraid to experiment – I’m my own best guinea pig so you’ll see dozens of pieces with my name or my son’s name on them. I must seem exceedingly vain to people who see this, but I can’t wear strangers’ names on me, can I?

Is there a mantra that you swear by in your professional and personal life?

Authenticity. In product and in person. I feel I always want to be trustworthy and that’s more important than a sale and that goes a long way with a client buying fine jewellery. Also with my Instagram account, I never use a sales pitch. I feel it’s fake and contrived. I  make it fun and carefree.

Tell us a little more about Tara fine jewellery. What’s your take on everyday jewellery?

I think the brand is cool, unpretentious and it can be worn to suit your own personality. You can wear a single piece and that could be your classic style or wear five rings on one hand (like me) so it’s a bit more rock chic. Since I’m a consumer myself I make pieces that I feel I want and that will work with my lifestyle.

What are the three things we’ll always find in your jewellery vanity?

Colours – from stones to enamel. My enamel charm necklace with my son’s name on it, my quadruple hoop earrings ( that make me look like I have multiple piercings ), and my deep green signet ring.

Tell us about three jewellery trends that will get big in the coming years.

I think hoops will make a big comeback, and multiple piercings will continue to be in style. Ruby and emerald eternity bands and bracelets for stacking are on my wish list too and I see them being the ‘need’ of the moment. 

Any advice for those who are looking to break into the industry?

Take the time to discover your innate style, give good value and good service and the rest will take care of itself.

Given your busy schedule, how do you like to unwind after a long day?

I love hanging out with my four-year-old son who is actually hilarious; reading a fashion magazine with a cup of tea ( my guilty pleasure), or meeting a good friend for a catch-up. 

A lot of people also credit books for changing their lives. Are there any that have had an impact in your life?

I think the best book I’ve ever read was way before the whole positive thinking movement caught on, so it felt very original and groundbreaking. It’s called ‘As A Man Thinketh’. It’s short and sweet and incredibly written. I read several genres voraciously ( I’m more of a reader than a tv junkie) but this book is special.

Featured Image Courtesy: Tara Daswani