Vara of London haute jewellery is an everyday luxury that can be carried through all seasons. Slip on your Vara with a pair of jeans and a fitted shirt, or make it the focus of your outfit in a screen siren gown. Shape your look with these exquisite statement pieces which are 100% House of Coco approved.
We spent some time with Mayuri, the founder of the brand, to find out more about this luxurious brand, her plans for the future and what Christmas means to her…
When did you launch the brand and what was the reason behind it?
I have always been fascinated by art and design and designing jewellery has been a passion of mine. Having made hand made jewellery as far back as I can remember. Always approached by women as to where they could acquire my pieces, thus Vara Of London was born. Launched this year at The Saatchi Gallery with J&WL.
Whats your background?
Raised in London, of Indian heritage and currently living in Hong Kong. I love old world glamour, screen siren glamour, and thus my background and personal style icons are the influences behind the Vara Of London Fine Jewellery Collections. A fusion of London chic, Rajasthani romance, exotic from the Orient and personal style icons… Exquisitely crafted a blend of old world glamour and contemporary style.
How many people are involved in the label and whats the process behind launching a new piece?
The Vara Of London Collections have been launched by myself, he brand and collections have been a labour of love. I am finalising the second collection, conceptualising my sketches through to product development is a magical process, seeing it come to life. I am fortunate to have a wonderful atelier and team who very much understand my flow. I am an absolute perfectionist, and love detail which can be seen on both sides of the pieces. The craftsmanship is quite simply exquisite.
If you could start over with the business, would you do anything differently?
The brand has been so well received. Introducing the collections to clients, and seeing them fall in love with the pieces. The press have been phenomenal, and we have been approached well before the launch. The collections have been featured in Forbes, Harper’s Bazaar Deluxe HK, and Hong Tatler to name a few. So no, I wouldn’t change anything.
If we were to buy just ONE product from you for Christmas, which one would it be?
The pieces are all exquisite, I wanted to design collections which I would wear, The Bamboo Leaf collection exudes contemporary elegance, versatile taking you from day to evening. The Taylor & Cleopatra Cuff inspired by the beauty of Elizabeth Taylor as Cleopatra is an über luxe piece from the collection worn with a crisp white shirt or that stunning gown, perfect for Christmas and New Year celebrations.
What do you tend to do for Christmas?
I love Christmas with family and close friends at home, filled with laughter and warmth. Living in Asia Chinese New Year follows, so the festivities continue for us!
Tell us one fact about you that people wouldn’t know?
I attended King’s College London, which was then at The King Road, Chelsea, studying Pharmacy and had wanted to go on to study medicine. Living on the Kings Road as student, was an inspirational experience. Then to launch Vara Of London Haute Fine Jewellery at The Saatchi Gallery, Duke of York Barracks, King’s Road held great meaning. Its always important to stay close to your dreams, and strive to achieve them, work passionately to make them a realty.
2015 is just around the corner, where do you plan on taking the brand?
We have launched in Hong Kong, and will do so in UAE later next year. Our private trunk shows collaborations with the likes of Timothy Oulton. We are expanding through international luxury stockists, our e-commerce will also launch early next year. And with the new collection launching, will be exciting year ahead.
To date, what has been the highlight since launching?
Our philanthropic endeavours, to make a difference in another’s life and wellbeing, We donated our exquisite Bamboo Leaves Collection to The Barclays Capital Asia charity auction, valued at GBP4500, sold as the highest bid item at GBP7416 after a nail biting bidding war. The proceeds raised go to support The Principal Chans Free Tutorial World in HK providing a new school. We also donated pieces to The Quintessentially Foundation for both The Fayre of St James in London and The Fayre of St Johns in Hong Kong benefiting Rays Of Sunshine and Maggies cancer Centre respectively.
What inspires each collection?
My background and personal style icons Elizabeth Taylor, Anna May Wong, and La Dernière Reine de Jaipur Maharani Gayatri Devi. The next collection will be exciting – see our social media for previews!
Where can people find out more?