Designer jewellery: Another pearl in the necklace

Realising the potential of the market, designer Nida Azwer jumps on the jewellery bandwagon.

KARACHI: For decades, the fashion industry has been dominated by designers focussing on outfits for women. From bridal wear to prêt-à-porter, it’s always been about a woman’s sartorial needs. Designers had somehow overlooked the unparalleled demand for branded jewellery. However, now, it seems like many designers are discovering the benefits of catering to this demand and have ventured into this market that is booming now, more than ever.

Earlier this year, designer Shehla Chatoor introduced her jewellery collection and now Nida Azwer seems to have jumped on the jewellery bandwagon and realised the potential of this market. Azwer recently launched her accessories line and has been getting a great response for it. “I was thinking of starting jewellery for a while now. There weren’t the right type of accessories around town, not even for my shows; so I thought of bringing forward fun and classic stuff that go with my outfits,” says Azwer. “Ramazan being so festive and the busiest time in Pakistan, there could have been no better time to launch it,” she adds.



Starting a jewellery business requires more time and investment as compared to apparel and it took Azwer about a year to put together her first collection. “I started about a year back. There are some necklaces, bracelets, rings, earrings, anklets and a few ethnic jhoomars as well.” The designer also has jewelled clutches as part of her collection.

By using semi-precious stones, fresh water pearls and Swarovski crystals, Azwer has brought forward traditional ethnic pieces, which include hand-made brass jewelry, as well as costume jewelry for her clients. As far as her design inspiration is concerned, she says, “It’s all my choice.” That statement could either mean there is no inspiration as such and her collection is a genesis of her own design aesthetics or that she didn’t wish to reveal where she is getting her inspiration from.



From a very young age, girls love to wear jewellery to show off their new-found styles and independence. With women raving for Azwer’s costume jewellery does she have something in mind for the little ones?  Azwer says she hasn’t delved into a collection for young girls as yet; however, she does plan on tapping that market soon.



Her accessories will be available in her Karachi and Lahore stores; she does not plan on stocking it anywhere else for now. 

Published in The Express Tribune, July 11^th, 2014.

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