Designer Farah Khan Ali opens store in capital

New Delhi: If you want to make heads turn with an emerald or sapphire cocktail ring or a stunning layered ruby and diamond set, head straight to the exclusive Farah Khan Ali jewellery store launched at the DLF Emporio Mall here Thursday.

Farah, who is known for her eye for detail and expertise at making eye-catching jewellery, is offering buyers a whole array of designs in gold, diamond, ruby, sapphire, emerald, and other such precious and semi-precious stones that spell luxury.

"Delhi is a very obvious choice for me after Mumbai because it is a market which I still believe is the fashion capital of India. Women here really make an effort to dress up and look good, and have fine taste. A lot of women here love bling, and I love bling too! So Delhi is very close to my heart," Farah told reporters at the store launch.

This is her second exclusive store after one in Mumbai. It has been launched in association with Navin and Deepak Mehra of AKM Mehrasons Jewellers, with whom she had first partnered with in 2006.

Dressed in a bright red dress, with two cocktail rings in each hand, and emerald and diamond earrings to add to her elegance, Farah seemed excited about the changing jewellery tastes of the Indian woman.

"Nowadays, when anyone gets married, they want to get their diamond set, their emerald set, ruby set, jadau set in place. But sometime later, they say now what? So their answer is...`let`s get something that we can wear more often! Let`s get something more stylish, trendier and something which makes a statement`.

"As a designer, that`s a very big market for me, because such women are trying to outdo the other," she added.

Hence, Farah, daughter of veteran actor Sanjay Khan, says she likes to maintain exclusivity.

"Being a jewellery designer, I do limited edition pieces because true luxury is limited. And more than that, I get bored repeating the same piece myself and because I have so many ideas, I would rather create more pieces than do repetitive stuff," she said.

The minimum price of a jewellery piece at the Farah Khan Ali store is Rs.1,00,000.

"I am not to be blamed! De Beers has taken up the diamond graph by 30 percent and gold hit its maximum yesterday. So it`s not like we have a say in it. We are being ruled by outside factors," she laughed.


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