This article first appeared in the JNA May/June 2023 issue.

When fourth generation diamantaire and jeweller Harakh Mehta established his namesake brand Harakh, his aim was to make jewellery pieces that are more than just a marvel to behold – they had to have purpose and meaning.

Guided by this design philosophy, Harakh marks each jewellery piece with a single tear of joy in the logo. Even the word Harakh in Mehta’s native Hindi language pertains to “a deep sense of joy and happiness.”

Further elevating the jewellery piece’s overall appeal are premium-quality white diamonds and occasional coloured gemstones in 18-karat white, yellow and rose gold or platinum. Mehta explained, “Our design philosophy celebrates life itself. It is about spreading joy through our creations and translating these into wearable pieces of art.” Harakh’s team of designers, led by Mehta, finds delight in pushing aesthetic boundaries and ensuring that every customer has a pleasant experience in wearing a Harakh jewellery piece.

Mehta hails from a family of diamantaires, led by his great grandfather who was one of the first Indians to open a diamond office in the diamond capital of Antwerp, Belgium. A full-scale jewellery manufacturing arm was set up in 1990 and, in 2017, Mehta introduced the company’s high-jewellery brand, Harakh, to the world.

Haven of diamonds

Inspired by the rich culture and artistry of Rajasthan and Gujarat in India, the brand caters to the upper echelons of the jewellery world – luxury consumers from top international markets as well as high-end independent and chain retailers with big-ticket clientele.

Harakh’s handcrafted jewellery pieces are adorned with the finest white diamonds in D, E and F colours and VS, VVS or IF clarity grades. According to Mehta, every collection is conceptualised and curated with utmost care and draws inspiration from a moment of joy in one’s life.

Designers take liberty in combining a variety of diamond cuts and shapes including rose and brilliant rounds and other fancy cuts such as pear, baguette, emerald and marquise, to name a few, to produce one-of-a-kind jewellery.

Each diamond is placed intricately in a subdued, modulated setting, which brings out the diamond’s light and brilliance. Age-old traditions juxtaposed with modern design and manufacturing processes further contribute to the allure and exceptionality of the jewellery.

The brand has so far produced eight collections, namely Sunlight, Raindrop, Peacock, Cascade, Ghungroo, Frangipani, Haveli and Illumination – each influenced by joyful life experiences and celebrations and the unmatched beauty of natural diamonds.

The luxury consumer

According to Mehta, there is rising market interest in wearable jewellery that delights the wearer. He remarked, “Buyers are increasingly favouring quality and investment pieces, but not those that sit idly in the safe. They want jewellery pieces in contemporary styles that can be worn every day.”

Akin to the so-called “dopamine dressing” trend in fashion, the fine jewellery industry is seeing soaring demand for pieces that elicit positive feelings for the wearer – be it a family heirloom or a customised engagement ring.

“The idea is you feel good when you wear it. Harakh jewellery is all about joy and using the purity of colourless diamonds to spiritually create that feel-good factor with deeper meaning and unique beauty,” noted Mehta.

Moving forward, the brand is capitalising on the post-Covid consumer’s penchant for distinctive designs and meaningful purchases. Beauty is no longer the main consideration when buying a jewellery piece. It must also resonate with the consumer who is more interested in acquiring something that commemorates a significant moment in his or her life.

Mehta said Harakh will focus heavily on its bespoke jewellery business by investing in rare stones as well as enriching its existing collections. A new collection is likewise in the works, which ties in with the current market sentiment.

“We aim to have more personalised experiences for our collectors and would be looking to work closely with them as they share their moments of joy with us,” noted Mehta.