Sutra’s edgy designs boasting big and vibrant gemstones never fail to send its fans, including First Lady Michelle Obama and A-listers such as Halle Berry and Rihanna, into orbit. Launched by Arpita and Divyanshu Navlakha in 2008, Sutra strives to create one-of-a-kind jewellery for modern women with daring style, refined taste and strong personality.
Combining jet black gold with meticulously-matched rose-cut stones or cabochons is an iconic design element of the luxury brand. “We constantly create new collections with this concept as it is the perfect way to show the modern appeal of a smooth cabochon with the old world romance of a rose-cut gem,” said designer Arpita Navlakha.
To attain consistent quality of production, Sutra opened its own boutique-style atelier in Mumbai in 2010 where the jewellery is carefully handcrafted.
With a strong in-house public relations and marketing team, Sutra manages to launch customised campaigns for different markets with a consistent brand message, and working close with regional sales directors on effective business strategies.
After eight years of growth, Sutra has made a strong global presence with at least one point of distribution in every target market. “We have a solid business in the United States, Russia and Europe. Now we are working towards building up our Asian and Middle Eastern markets,” Navlakha said.
At present, prestigious department stores and upscale boutiques such as Neiman Marcus and Saks in the States, Harvey Nichols and Harrods in the UK,Sense Jewellery in China,M FitahiandBahrain Jewelry Centerin the Middle East are carrying Sutra’s collections.
The challenging market situation has inspired the brand to create a new and accessible entry line reaching out to a broader audience. “The diamond line is mostly under US$30,000 retail with the same quality and craftsmanship as our high jewellery,” Navlakha unveiled.
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