Kaabia Grewal (KG): Both the brand and the consumers have evolved. In 2012, we were designing for an audience still testing the waters with experimental jewellery. Today, the Indian consumer has become braver, hungrier for individuality, and more global in their taste.
Sasha Grewal (SG): At the same time, our vocabulary has grown richer -- we started with audacious statement pieces and have since mastered the spectrum from sculptural couture to everyday luxury. It's not about one changing more than the other, but about how we've evolved together, in dialogue.
SG: One lesson has been the demand for longevity. When we began, fashion jewellery was assumed to be transient -- something you wear once and move on from. But Indian clients asked for pieces they could return to, style in new ways, and keep in their wardrobes forever. That nudged us to design not just for the season, but for the journey.
SG: India has always celebrated adornment as storytelling. The lever, we believe, was desire -- not to replace gold, but to add new narratives. Fashion jewellery gave women and men the freedom to express moods, experiment with identity, and access design as a language of self-expression without the rigidity of inheritance.
KG: It has moved far beyond seasonal impulse. Today, people come to us looking for signature pieces that become part of their personal vocabulary. They're building collections with intent -- mixing couture, occasion, and everyday luxury.
KG: India will always love drama, but the drama is being refined. What we see now is a layering of codes -- minimalism with a sculptural twist, boldness that whispers rather than shouts.
SG: Quiet luxury here doesn't mean absence of statement; it means statement with sophistication.
SG: All three. Curiosity is the spark -- we've worked with everything from Swarovski to vegan leather to recycled metals. Sustainability is the responsibility -- we design pieces that last, both physically and emotionally.
KG: And of course, we listen to consumers, who increasingly value both innovation and conscience.
SG: Yes -- biomaterials. There's an entire future waiting to be sculpted with new-age mediums that mimic nature without harming it. We're exploring, but it's a technical journey.
KG: Consumers here are willing to pay when the value is clear. Innovation isn't only about material; it's about emotion, experience, and longevity. If a piece feels unique and timeless, Indians are open to investing. The expectation for accessibility still exists, but it's no longer the only yardstick.
SG : Always. Disagreements push us to see a design from angles we wouldn't alone.
KG: Our best pieces often come from that tension -- when one of us wants restraint and the other wants maximalism; the result is balance.
KG : Always start with the narrative. A story is the soul of a collection. But the market shapes how we tell it -- whether it's through a couture bag or a luxury pret charm. The balance is in translation, not compromise.
SG: Today's woman is both soft and unyielding, rooted and restless, deep and transparent, intuitive yet ambitious. Alchemy celebrates this fluidity -- the bug that becomes a safety pin, the moon that is both light and shadow. We wanted to hold space for her contradictions, because that's where her beauty lies.
KG: For us, technology is an amplifier. It can never replace the hand, the touch, the soul of a craftsperson -- but it can expand possibility. Whether it's AI helping us prototype forms or 3D printing unlocking impossible structures, technology, when used with respect, strengthens craft.
KG: Both, but in different ways. One is ruthless about form, the other about function.
KG: Competition validates the space. When we started, fashion jewellery wasn't considered serious enough. Today, its popularity has everyone entering the field, and that only widens the audience. Our focus remains on originality and craft -- because that's what keeps us distinctive in the noise.