Anita Dongre forays into jewellery designing

From pret to couture, traditional to contemporary, classic to avant-garde and desi to global - Anita Dongre has successfully experimented with all styles in the world of apparels. Now the veteran designer is foraying into jewellery designing.

Dongre has designed a rare collection of jadau gold jewellery. The line is called Pinkcity, and she has launched it in association with Pradeep Jethani of Jet Gems brand.

"Pinkcity is a natural extension of our fashion line, and jewellery forms an integral part of the wedding trousseau," the designer said in a statement.

"Resonating with the legend of the Pink Flamingo and its underlying romanticism, the collection is all about revisiting traditional crafts of Rajasthan and celebrating it with the vibrancy of current trends," she added.

Pinkcity comprises jewellery for women and men, veritable pieces that are accentuated with the sparkle of diamonds and the gleam of gemstones taking form in jhumkas, multi-strand polki necklaces, bangles and cuffs.

Dongre, who usually designs womenswear, was most excited about creating jewels for the menfolk.

"I'm most excited about creating the cufflinks and buttons for men. These are inspired by the jaali work of Rajasthan and are available in interchangeable colors- again versatile enough to be worn over a smart jacket or a traditional bandhgala or kurta- a must have in an Indian mans wardrobe," said Dongre.

Even though she is an accomplished name in the Indian design world, Dongre made sure she undertook proper training to be perfect at her work as a jewellery designer.

"This is my first foray into jewellery design and it was a learning experience because jewellery is very different from garments. I think whenever you get into any new craft form, you have to first understand the limitations and what you can do with gold," Dongre told IANS.

"It took me few months to understand. I'm still a learner but I enjoyed the hard work of putting the first line," she added.

Pinkcity, priced at a starting tag of Rs. 75,000, is exclusively available at the designer's store at Phoenix Mall in Mumbai.