When you think about high-end jewelry, the word affordable does not come to mind. But Sushma Mehta Shah decided to launch Rejuvenate Jewels in order to fulfill this gap in the market. In fact her quirky designs are meant to meet the needs of customers whose style is outside the box. From her edgy and eclectic aesthetic to her whimsical jewelry line just for men, Sushma thinks of all types of consumers who may have been overlooked before. It is this extraordinary thinking, both in business and design, that helps her excel at her craft, handed down from generation to generation in her family of fine jewelers.
Sushma, tell us about your background in jewelry design.
Belonging to a family dedicated to fine jewelry for generations, designing came very naturally to me. A love for costume jewelry gave me the liberty to play with multiple materials and designs, making my work edgy and eclectic all at once.
Jewelry is certainly popular with most women. But how have you seen men gravitate toward some of your bolder pieces?
Unfortunately jewelry is generally the first right to women while men feel they don’t fit in. But in fact many men who accompany their better halves to see me have had a distinct taste for my jewelry. Even though they don’t love jewelry, they have made sure their partners have purchased from us. Men’s interest in my work has driven me to start a whole new line of jewelry just for men. Now any man with a penchant for style can come to us for their jewelry needs.
How do you make pieces with thoughtful design and high quality materials more affordable?
We realize that statement pieces need to be beautiful, but at the same time affordable. I want my pieces to be worn by every commoner, not just the upper class crowd.
What is your typical price range?
Prices range anywhere from $25 to $150.
Why is “quirky” jewelry so important to you?
People want something different and out of the box. Quirky jewelry is always in vogue. Every collection has a story and a message to it, hence the styles, colors and intricate detailing in each piece
What are some of your most popular pieces?
Our latest line is the Heritage Collection, which is eye-catching. It includes accessories ranging from rustic looking rare coins and elephants carved as choker necklaces, nose-pins, headgear and hand harnesses.
Where can we shop your pieces in North America?
We are in talks with a few websites in North America, hoping to launch sometime soon. Also visit www.rejuvenatejewels.com to shop now.