De Beers’ rough diamond sales were down 18 percent year-over-year in its latest round of sales.
One to Watch: Ayva Jewelry
It was her great-grandfather’s “labor of love” that inspired Priyanka Kedia’s Heritage collection, which she’ll be showcasing alongside new pieces as a Rising Star at JCK Las Vegas.
New York--It was her great-grandfather’s “labor of love” that inspired Priyanka Kedia’s Heritage collection, which showcases diamonds, amethysts, tourmaline and other gemstones set in 18-karat gold.
This summer, her labor will begin to pay off when she gets the chance to exhibit at JCK Las Vegas as one of the show’s Rising Stars.
Kedia and her fledging fine jewelry brand, Ayva Jewelry, are the subject of National Jeweler’s “One to Watch” feature this month, which introduces jewelers to up-and-coming designers who are looking to expand their reach.
This is the third installment in the series; the first one featured Bario Neal followed by Judi Powers.
Below, Kedia answers questions retailers need to know about her fine jewelry.
National Jeweler: What was the inspiration for your collection?
Priyanka Kedia: The inspiration for my collection came from an heirloom that has been in my family for almost a century. It is a necklace that my great-grandfather commissioned for my great-grandmother. Back in those days in a small town in India, gemstones were not readily available, so my great-grandfather had to wait for months to find matching gemstones and collect enough to make a necklace. I always loved this story, which showed the love, commitment and dedication he had for my great-grandmother. I call it his labor of love, and I wanted my initial collection to be a representation of that.
NJ: Where is your jewelry made?
PK: My jewelry is made in India and Thailand. I have two different facilities to take advantage of the manufacturing strengths in both locations. And in the interest of transparency, we regularly visit the factories to ensure good and comfortable working conditions for the workers, and I will also be posting pictures of them on my website.
NJ: What should retailers focus on, or what story should they tell, when showing your line to customers?
PK: I grew up in a culture where jewelry is a huge part of a girl’s life and her entire life’s story can be told through her jewels. So I design my jewelry not as an adornment but as a symbol of love, commitment and celebration, a celebration of all moments big and small. I want my jewelry to be able to help people tell stories not only of their major milestones, but also of all those micro-moments that can be easily forgotten.
I also design pieces
NJ: How much inventory must a retailer invest in to carry your brand?
PK: The minimum buy-in is $5,000 because I want retailers to carry a mix of pieces, entry-level items to one-of-a-kinds, to accurately share my story of celebration with customers.
NJ: What retailers are currently carrying your line?
PK: None yet, but I am currently in talks with four retailers (who will) begin to carry my line over the next couple of months.
NJ: What are your plans for upcoming collections?
PK: I am currently working on new pieces to unveil at JCK Las Vegas, where I will be exhibiting as a Rising Star. Rose-cut diamond is one element of my spring offerings. I ultimately plan to unveil just two collections a year to ensure adequate time is spent on production so that quality and finishing aren’t compromised.
NJ: Complete this sentence: “People would be surprised to learn that I …”
PK: I originally wanted to be an archeologist. All I wanted during my childhood was to become an adult so that I could move to Egypt and uncover hidden treasures. I ended up being an accountant, but that’s another story!
Retailers interested in contacting Priyanka Kedia at Ayva Jewelry can do so by emailing her at info@ayvajewelry.com.
The Latest
Sponsored by the Las Vegas Antique Jewelry & Watch Show
The Patek Philippe expert will serve as personal curator for the brand-focused company.
With Ho Brothers, you can unlock your brand's true potential and offer customers the personalized jewelry experiences they desire.
The 553-square-foot shop is aboard the Carnival Jubilee cruise ship.
NDC filed a complaint against Skydiamond for use of phrases like “diamonds made entirely from the sky.”
John Carter received the AGS’s highest honor Tuesday afternoon at Conclave in Austin, Texas.
For over 30 years, JA has advocated for the industry, fought against harmful legislation and backed measures that help jewelry businesses.
LVMH said the company performed well despite an uncertain geopolitical and economic environment.
B&D Sales and Service held a ribbon-cutting event for its new location in Cranston, Rhode Island.
It’s ultra-feminine and filled with gold, pearls, and soft pastels.
Emily Highet Morgan and Emily Bennett have joined the agency’s team.
Its updated book for mountings is also now available.
She has been with the organization since 2010, most recently serving as its chief officer of PR and industry relations.
Joyce’s Jewelry sued the bank after cybercriminals drained its accounts of nearly $1.6 million through a series of wire transfers.
He is remembered by loved ones for his loyalty, integrity, and kindness.
Hosted by Freeman’s | Hindman, the sale will take place May 7-8.
The auction house said all 24 timepieces offered in its underground sale of rare and avant-garde watches quickly found buyers.
From lab-grown diamonds and AI to the inevitable Taylor Swift mention, here are some of Conclave’s most intriguing educational offerings.
From cybersecurity liability to trade show coverage, insurance experts share tips on how to build the right policy.
The charm is a modern rendition of the evil eye amulet that has been worn for thousands of years.
Ahead of its trade show next month, TJS awarded free registration and accommodations to one jewelry professional and three students.
By the end of this year, SRK’s diamond manufacturing complexes will achieve net zero emissions, one of an impressive array of achievements.
Members can still sell lab-grown stones, it said, but only natural gems are allowed on the show floor.
He is remembered for his charisma, passion, integrity, kindness, and wit.
The retailer also appointed two new board members, avoiding a proxy fight from a potential buyer.
The bridal collection consists of 35 engagement rings and seven wedding bands.