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Nimai—The Unique Concept Store—Experiences The Launch Of New Jewellery Line By Pooja Roy Yadav

Nimai was established in the year 2013 as a one-stop unique concept classic ornaments shop. Started with only 5 ace designers and while the store had a small space for rent at Shahpur Jat in Delhi, it has now turned into a designer studio into two large floors with nearly 90 designers. Pooja has not only given a physical existence to her labor of love, she has also displayed it digitally.

Nimai—The Unique Concept Store—Experiences The Launch Of New Jewellery Line By Pooja Roy Yadav

Pooja Roy showcasing her brilliance has launched her own signature line of jewellery, i.e., “Promise” a classic and elegant bracelet. Commenting on her introduction of signature collection Roy says, “When I quit my job as a communications expert, the idea as to always has my own line one day. After setting up Nimai, and then slowly, steadily we reached this point where I felt we can unveil our own designs.”

The jewellery line has been endorsed by the acid attack survivor Laxmi Yadav who also collaborated with Nimai. Roy’s new collection has products utilizing the strongest elements like brass and steel for focused sustainability while the designing part aims to deliver trends with a contemporary twist. Pooja sharing her views on the concept of using other materials besides gold says, “Unfortunately, till very recently Indian jewellery wearing habits were divided into very straitlaced methods. One side was only gold, and everything else was categorized as junk. When we started Nimai, we wanted to change that. Here, we have an Amrapali silver jhumka and also a whole new line of jewellery made of cement among other pieces. With our own label, we wish to manifest the same design language.”

The elegant “Promise” bracelet has opted silver, gold and rose colors while also having space to doodle a note as the name suggests promise. The bracelet is priced at Rs 2,990 that can also be ordered online or purchased from the shop. Pooja believe that other metals like brass are durable and strong while help in shaping Indian’s future designer jewellery line.

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