Viren Bhagat is one of the most renowned jewellers in the country. He’s opened a new appointment-only salon in Mayfair, which is a first for the Mumbai designer. He creates just 50 pieces a year, with his jewellery considered to be museum-quality. They often contain Indian motifs, but at the same time, they also have the refinement of European pieces.
The UK’s Love for Jewellery is Evident
The new store comes at the perfect time as jewellery is all the range in the UK at the moment, if media representation is anything to go by. Jewellery, and diamonds in particular, are widely represented in modern media, with Netflix shows like Rough Diamonds exploring the diamond district through the Wolfson family.
It’s also a very well-read subject within the publishing industry, with books like Diamonds by Renée Newman or Blood Diamonds by Greg Campbell offering comprehensive looks at identifying gems and the history of their trade. And in contemporary iGaming, diamonds are a big theme. Betfair Casino UK slots, for instance, feature prominent jewellery-themed games like Diamond Royale, Diamond Vortex and Diamond Mine Megaways, each based conceptually upon a separate facet of the diamond industry.
Overall, our love for diamonds is very evident, from literature to streaming and beyond. This makes Bhagat’s arrival well-timed, as there’s certainly a lot of interest in the sector right now. With luxurious districts like Mayfair, it’s very clear that London is the perfect place for his next venture.
About The New Mayfair Salon
Bhagat’s new salon is on the first floor, just off Bond Street. It’s a calm and meditative space as opposed to a retail showroom. There are also wood-panelled walls that are inspired by Jean-Michael Frank’s Art Deco style, with a carved 18th-century screen, which helps to blend Eastern and Western aesthetics to create something well and truly unique. There are no display cases or even any glass counters either.
To further hammer home the experience into something special, clients are invited to go down for a chat before being taken around the showpieces privately. Bhagat’s process is unique, but at the same time, it lovingly provides a unique luxury extravaganza for those who want to admire his stunning collection.
Influences Bhagat Draws On
Some of the top things that Bhagat draws influence from include nature as well as Indian craftsmanship. He also takes a lot from architecture. To make his jewellery, he has seven workshops in total and has 30 employees. From there, regarding his methodology, he believes that first you have to unlearn the techniques that have been established, before you can truly start to innovate.
This very process of innovation has led him to form some unique creations, including lapis-lazuli and diamond ear clips. But it doesn’t stop there, for he has also made some highly sought-after ruby rings that are shaped to look like lotus flowers, alongside gold cuffs that have a paisley pattern. To make this piece even more unique, he designed it in such a way that it casts a perfect shadow when held up against the sun.
He is a fourth-generation jeweller, as stated by Lobortas, and knows how important it is to represent both tradition and reinvention. His father was very ornate and dealt a lot with more traditional pieces, but Bhagat has instead chosen to curate more specific collections, releasing a specific number each year.
Even though he has a strong presence in Mumbai, he’s going to be splitting his time between the two locations, with the salon being open by appointment only. The exact location of the salon is going to be revealed to people when the appointment has been confirmed, to try and maintain the allure and exclusivity of the venue and everything that it offers.
As Bhagat focuses a lot on value and visibility, his venue is sure to be something quite new, and it also helps to challenge the norms of traditional jewellery retailers. Mayfair specifically seems to be one of the best places for him to showcase his new work, and so far, he’s made an exquisite name for himself. Other jewellers in Mayfair, including Smith & Green Jewellers, also have appointment-only viewings, so Bhagat isn’t the only one to adopt this approach. As time goes on, it wouldn’t be surprising to see his sons take over and continue his legacy, with Mayfair being the launchpad he needs to appeal to whole new markets.
