Inspired by life in Aruba, One Happy Island in the Caribbean, Euphoria Gems presents a most unique concept in interchangeable Jewellery Design – Truly, the first of it’s kind in interchangeable jewellery! First inspired in 2009, created in 2010, marketed in 2011 and now they continue to perfect it!
Here Rani and Nick spend some time with us at House of Coco to tell us more…
When did you launch the brand and what was the reason behind it?
We launched the brand in December 2011, after perfecting the mechanism for nearly a year and a half while living in Belize, Central America.
The inspiration first came to me in 2008, soon after the birth of our daughter in Belize. I visualized removing my diamond from my ring, placing it on her wee little neck. As I visualized that idea, I realized that there was nothing comparable in the entire jewelry industry. I made a hand made prototype and presented the first ring with three interchangeable tops to my wife. Being in the jewelry industry for the last 25 years, she has quite a few exotic pieces. But I loved her expression as she went through the interchangeable tops selecting one that matched her outfit for that day. I knew I had something interesting! Our son, 9 years old at that time, added”…Making Life Happier” to the brand name and Euphoria was ready to be launched.
Sure, there were other interchangeable jewelry brands out there but none were as versatile as mine. In other brands you can select only one shape as far as the tops go. In my design you were free to sample the entire geometrical spectrum of gemstones. You could do ovals, rounds, squares even odd and eccentric shapes. Moreover, a lot of women are particular about what they wear, for example, my wife wears only rings and earrings. She does not care much for pendants. Earlier, she would look at pendant designs and say “I wish they had that design in a ring. Well now, we design our own Xpressions and she wears them as rings while I’m sure many other women wear the same designs as pendants. So this concept allows the women to create their own individual piece of jewelry.
What’s your background?
Rani and I are both from Mumbai, India. I have an engineering background with 25 years in the jewelry industry, Rani worked in garment export trade with major international brands. We moved to the gorgeous Island Paradise of Aruba in 1996 and have been in the jewelry industry ever since.
How many people are involved in the company and what are their roles?
I do the traveling and production. Rani does the admin, online sales & marketing. We design together. We have other staff who do the shipping, quality control etc.
If you could start over with the business, would you do anything differently?
Being in the precious gemstone business since 1996, we started producing our line with rubies, sapphires and black diamonds. We realized our error soon after we launched the line. Customers were not willing to spend big bucks on interchangeable jewelry. It had to be economical and fun. If we’d have to start again, I’d start with semi precious stones and crystals, as we use now.
We also spent a year dabbling with multi level marketing. I would never do that again.
What is the hardest challenge you have faced since you started the company?
Perfecting the screw mechanism was the initial challenge. All precious metals eat into each other and after a period of wear, the settings become loose. We knew that we had to guarantee our mechanism for life. It took me 60 continuous days in China perfecting the mechanism so it became versatile i.e. interchangeable from base to base and fool proof.
To date, what has been the highlight since launching?
One day a mother and daughter walked into our store in Aruba. They were cruise ship passengers. They walked up to the Euphoria Gems counter out of curiosity and what followed next was totally amazing…once they got the concept they went absolutely gaga over it…both, the mother and daughter individually bought all the bases and 5 each of every Xpression!! They wanted to wear complete sets of every Xpression in every color. Our Candy collection comes in 12 colors and bought 5 Xpressions each in all 12 colors! And the same with the other collections!! I think we ran out of stock that day in some of the colors! That was definitely the highlight!
Since then, many others have come and bought complete sets of bases & the Xpressions they like but not the entire line x 5 like that first incident!
Even today when I see a sales presentation happening and I see the customer go absolutely gaga on the interchangeable aspect, I feel very satisfied.
Tell us one fact about you that people wouldn’t know?
Both, my wife and I meditate daily and I believe meditation is the source of my inspiration.
2015 is here, where do you plan on taking the brand?
I’d love to see fine boutiques all over America and Europe carrying Euphoria Gems.
We are working on a lot of interesting designs that will be available late this summer.
Which city do you feel most at home in, London, Paris or New York?
New York! The thrill of New York, the weather, the hustle and bustle of New York and the tranquility of Central Park…that’s home away from home for sure.
Three beauty products you can’t leave the house without?
Hmmm….there is no beauty product that I consider absolutely essential. If at all..then a moisturizer, deodorant….and a smile!
Style is the reflection of one’s personality. While fashion changes from season to season, style is eternal.
Style is unique; any two individuals will carry the same identical bag differently, each bringing into it their unique personal style.
Best thing about London to you?
The fashion capital of the world, London has become the melting pot of various styles. Right from Primark on Oxford Street, to Burberry at Regent Street, this city is well equipped to meet the needs of different personalities and budgets.
‘Hippy’, ‘Boho’ or ‘Formal-Chic’, this city welcomes and appreciates the diversity in style, Even the tubes, resemble a some-what fashion-show!
Statement shoe or statement bag?
If you had to, what piece of clothing from your wardrobe would you wear everyday?
My True Religion jeans…
Favourite love song?
All of me by John Legend
Best place for a coffee?
Starbucks…at the Marina in Aruba
Most memorable piece of advice given to you?
Family first…work later. It is amazing how time spent with kids can dispel all our work related stress
Chocolate lava cake
If you could spent 24 hours in anywhere in the world, where would it be?
The Himalayas – taking in the vibrations and the breathtaking views of one of the most majestic mountains in the world.
In future, how do you plan on expanding the company?
In the near future we plan on opening up a base office in USA and expanding within the North and South America continent & Europe. India & Australia are other markets we plan to expand to. We would love to sell Euphoria Gems onboard all major cruise ships and airport boutiques.
Maybe, even be involved with a shopping network channel.
Euphoria Gems is fun jewelry & we want the element of fun to remain in all it’s aspects. Our catch phrase is “Making Life Happier…” and this is what we truly intend to do by giving back. We currently use part of the profits from retail sales towards education and empowerment of the female child in India where gender inequality still exists in a big way. As the company grows, we plan on focusing a lot more on this aspect of giving back.