Chahat or “desire” as it translates in English was founded by Tina, whose Eastern background and extensive experience of jewellery design in the west have influenced her “East meets West” fusion designs to suit all pallets. Tina’s designs are a journey and evolution of a young Jewellery Designer inspired by her journey and experiences in Asia, Europe and the Americas.
House of Coco spent some time with Tina to find out more…
When did you launch the brand and what was the reason behind it?
In 2004, a year after my daughter was born. I wanted to spend more time with her whilst continuing to work and pursue my career.
What’s your background?
I originally studied to be a Fashion Designer and worked as a Merchandiser in India.
However, when I came to England in 1999, finding a job in the fashion industry proved to be unfruitful. I was lucky to land a position with a successful jewellery store on Bond Street, where I developed an interest in gems and jewellery, later studying Gemology and perfecting my skills as a jeweller.
How many people are involved in the label and what’s the process behind launching a new piece?
The label is supported by my team of craftsman at the workshop where my designs are finely constructed in to Gold, Platinum and Silver pieces of the highest quality. The team further extends to the stringers who get involved in the process when volumes increase during seasonal peaks and surges in demand after certain events. The key member of my team is my husband, also a Director of the company, who keeps me in check and the back office in good order.
In order to launch a new piece I invite clients and friends to my shows. I also have a team of promoters that do the same in their respective areas to help spread the word.
If you could start over with the business, would you do anything differently?
I don’t think I would change anything; I have developed the company at my own pace, and learnt a lot in the process. It has been a slow and steady journey where relationships have been nurtured with an ever growing loyal customer base.
What is the hardest challenge you have faced since you started the company?
It has been a challenge getting an appointment with any of the larger department stores. It would have been great to have had a platform for my designs. However, I have persevered with my business objectives, albeit slow and steady, and a large proportion of my clients are referrals from an already loyal customer base; I look forward to the department stores knocking on my door soon ;-).
Tell us one fact about you that people wouldn’t know?
Sleep is very important to me as I don’t sketch; I create designs in my dreams and
construct these designs when awake. It does mean that I experiment a lot and perhaps waste material on occasion, but this process in itself leads to the creation of some of my best work and unique designs.
2015 is upon us, where do you plan on taking the brand?
My Chahat Necklace did really well last year and I have two further designs that I will be
launching later this year. I plan to promote these directly to the public at various jewellery shows, and hope the exposure will help us get noticed by key buyers of some of the department stores.
To date, what has been the highlight since launching?
Pearls and Chahat Necklace
What inspires each collection?
Versatility, Colour, Quality and Design.
Where can people find out more?
Through the website and social media, but I believe in a personal service and prefer to be contacted by telephone where I can get a feel for the client’s requirements, and arrange an appointment for the viewing of my collection or provide a consultation in order to create something completely unique.
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