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Not just jewellery

Friday, November 12, 2010

Jewellery stores can be daunting to walk in to. Rhea Dhanbhoora tells you how Estaa takes a break from the usual line up to make it a personal experience
 
A jewellery store is not the perfect way to describe the plush boutique that recently launched in South Mumbai. Estaa means ‘Star of the East’ and ‘Here and Now’ in different languages, both of which aptly describe the collections, as well as the look of the place. There’s an emphasis on elaborate design, and we’re not just talking about the jewellery.
 
You’re greeted as soon as you walk in to pieces of art, by leading artists, lining the walls, ready to be purchased for your home. Walk further along and you’re looking up at a high ceiling adorned with chandeliers in a room that looks more like a lounge than a shop. A large dressing table with adjustable lighting and long mirrors helps you find the perfect jewellery for any occasion. However, the store is not overtly luxurious which means you have a taste of luxury but still feel right at home.
 
The design lounge is the perfect place to sit and look at jewellery designs while talking to designers who can create your perfect piece, as well as looking at ready designs on the 3D television as you sink into the comfortable sofa. They make sure everything is extremely personalised.
 
Estaa also houses items from renowned English brand Frazer and Haws in the form of statues, photo frames and more. Their special silver plated range for newborn babies is charming as well as affordable (`2000 – `6000). They also house collections from Swiss watchmaker Century. Their star attractions are rare wristwatches in dazzling arrays of sapphire, diamond and gold, mother of pearl, steel, leather and platinum.
 
Mother-son duo Pratik and Swati Shah have made sure this is an experience that breaks the bounds of jewellery stores and boutiques, without going so far as to become a place you can only visit ‘by appointment.’ The jewellery doesn’t disappoint, with traditional polka, vilandi’s and Victorian jewellery made with diamonds and emeralds. For those who love the modern, there are coloured diamonds and a variety of rarer stones. Estaa is definitely about more than just the jewellery.
 
Where: 2nd floor, Kwality House, Next to Crossword, Kemps Corner
Contact: 23824429

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