Bejewelled

In an exclusive exhibit at L’atelier, Sherezad made a significant mark on the ‘aunties’ of Islamabad who are always on the prowl to add more diamonds to their collections. As gold prices go up day by day, a lady very savvily summed up her jewellery buying spree: “Jaani, at the rate gold prices are going up I need to invest in jewellery now.” More than just investment, Rahimtoola’s innovative designs are a statement piece to jazz up your evenings and even kitty parties.

An architect by profession and jewellery maker by hobby, this Karachiite knows her aesthetics and the architecture of the jewellery design. She says: “I have gotten such a positive response from Islamabad that I need to come here more often, we have sold a lot of pieces and taken orders for bridal sets.” With an extensive collection of Polki sets along with diamond adorned earrings, what really caught the eye, were the cocktail rings. Chunky cocktail rings embedded with large and hand carved stones were dazzling items indeed.

It’s become apparent that every city has its signature style. While in Karachi contemporary and minimalistic trends are often followed, Lahore is on the other end of the spectrum, indulging in luxury Islamabad strikes a balance between the two extremes and mixes it up with a bit of both.


There were a few surprises though. While those who keep an eye on trends would expect Islamabadi ladies to pick up tops (small earrings) or chandelier earrings, these weren’t the hot sellers. Instead the two-day exhibition saw a massive increase in the purchase of bridal sets. Even though many explained it to be the ever increasing prices of gold, the real selling points were the price points that Sherezad’s pieces come with.

“I deliberately do not want to keep my prices sky high because it doesn’t make the experience worth it and I want the jewellery to speak for itself,” says Rahimtoola.

Using deluxe quality VVS diamonds and 22 karat gold, the designs are futuristic in the sense that they are not very traditional and yet can complement your daily or evening wear. Sherezad has a collection of smaller earrings which comprise of grey and champagne coloured south sea pearls cocooned in a diamond setting. Even though the designing is very different from what you may find here in Pakistan, this style of jewellery is not unknown to the much larger Middle East markets.

What sets Sherezad apart is the design philosophy the brand comes with. “I work around the stone I have,” explains Rahimtoola, “I don’t try to fit a stone in any setting, rather I enjoy working with each stone so that I can place it perfectly.”

The hand-carved stones add an extra pizzazz to the piece. Using a variety of stones — including emeralds, pink tourmaline, rubilites, brandy topaz and sapphires — the jewellery is young and fresh. From custom made jewellery to her original collection, Rahimtoola ensures that Sherezad remains an affordable brand and works around peoples’ budgets.

“I love my Chinioti clients; they are always full of life and become an instant part of the family,” exclaims Rahimtoola.

Published in The Express Tribune, April 13^th, 2011.