A fledgling brand that has already caught the fancy of many a celebrity, Eurumme has a very fresh take on design. Eishita Puri, the creative force behind the brand, as well as its founder, believes that imperfections and flaws are what make a thing of beauty, joy forever. By Vijetha Rangabashyam

‘Imperfect is Beautiful’ is the design ethos of Eurumme (pronounced Yaw-rum). Her latest collection ‘Unshape’ celebrates gold in all its glory, making room for its flaws too. Designer & Founder Eishita Puri puts wearability and comfort above all else; her jewellery is light weight and oozes modern-chic. There is a sense of simplicity even in her over-the-top, bold pieces and that is what makes her jewellery so appealing.

Where does your passion for jewellery stem from?

It stems from a love for art, architecture, and nature. I consider jewellery to be wearable art, and I think it’s a great way of self expression. Growing up, I saw my mum dabbling in jewellery a lot, so I think that has played a role in honing my passion too.

When did you realize that you wanted to pursue a career in jewellery design?

I’ve always been fascinated by jewellery. I have a penchant for statement, eye catching, albeit minimal jewellery. So I decided to make a career out of it! It wasn’t planned, and it just happened very organically. Ever since, there’s been no looking back!

Tell us about your prized possession when it comes jewellery.

A silver statement ring that has a lion head perched on it. It used to be my great grandmother’s and has been passed down through generations. It’s not of immense monetary value, but to me it symbolizes strength, courage and fierceness.

Define your label’s spirit.

At the core of my label, lies the philosophy that ‘Imperfect is Beautiful’. I try to incorporate a raw unfinished aesthetic in all my designs. Flaws are truly what make us, us. No one is perfect, so why should jewellery be? While designing a piece and giving it finishing touches, a deliberate effort is made to ensure that the end product is perfectly imperfect. Eurumme designs are minimal yet statement, subtle yet striking, and contemporary, yet timeless.

Can you walk us through your latest collection?
My latest collection is titled Unshape. A deliberate effort has been made to ensure pieces look rugged and shapeless while preserving a sense of beauty. There are no clean lines, and metals have been moulded in a free flowing manner. The collection has contemporary headgear, hair accessories, belts, forearm and leg armour, earrings, statement neckpieces, chokers, rings and cuffs. Unshape is all things free, fluid and fierce. It is improper, but very wearable.

What are those special places you derive your inspiration from?
I am inspired by little things every day, or sometimes even my own experiences (good or bad). Inspiration can strike when you least expect it. Nature, emotions, childhood memories, or even conversations are often what my collections draw inspiration from.

From an idea to a finished piece of jewellery, can you walk us through your creative process?
I’ll give you the example of my latest collection. While I was sitting at my desk trying to sketch designs, I tore off a paper and crumpled it in frustration. And suddenly, that’s where inspiration struck. Unevenly torn/crumpled pieces of paper have no shape as such. One thing led to another, and voila, Unshape took shape, pun intended!

Define the style sensibility of the wearer (audience) of your jewellery.
The Eurumme wearer is your everyday woman. She’s strong, but flawed, has her own weaknesses. Above all, she’s comfortable in her own skin. Jewellery should be easy to wear; you shouldn’t feel pulled down by overly heavy jewellery. Comfort is priority!

What materials do you love working with and why?

I love working with all sorts of materials. Anything that is raw, unfinished, and imperfect. I enjoy experimenting with unconventional materials. Right from raw stones and distressed metals, to twigs and dried leaves.

What kind of jewellery do you like wearing yourself?

I have a weakness for bold minimal pieces. Sometimes, I’ll create a look around a piece of jewellery, a choker for instance. I also love fun statement rings. A statement ring is all I need to
take an outfit up a notch.

How important do you think it is for a Jewellery Designer to be abreast with trends?
 

I think it’s important to be aware of clothing trends, so that you can design jewellery keeping that in mind. At the end of the day, jewellery has to be worn with clothing. Having said that, you can’t only be thinking about clothes while creating a piece of jewellery. You have to follow your own sensibility and trust the creative process, instead of blindly following a trend.
 

What kind of jewellery is most in demand these days?
 

Mismatched, oversized earrings, long necklaces, and statement cuffs. I find that light; easy to wear pieces are most in demand. Metals and crystals are very big. Gold is always a constant, but there’s also a sudden demand for silver.

What is next in line for your brand?

We’re a little over two years old and have so far been focusing on getting a foothold in the Indian market. I think the next step is exploring our options internationally.

Where do you think luxury fashion jewellery stands in the market today, amidst consumers and what does the future for this market look like?
I think the future looks positive. There’s definitely a demand for this kind of jewellery out there. Fine jewellery will always have its market, but this is an entirely different category of jewellery. It’s not an either/or situation.

In your experience of travelling, which country do you find mostinspiring for your line of work and why?

I think the African continent is hugely inspiring. It offers a complete package in terms of tropical rainforests and wildlife, architecture, stark urban-rural differences, and contrasts in human life - all of which inspire me