The city of Jaipur has always had a special place in my heart. For some reason the colours, the architecture and the people have always attracted me. As a kid, on a family trip we once decided to visit Jaipur and the plan was called off last minute, it broke my heart. Since then, all I wanted to do was to visit the city. Just last year, thanks to a college trip, I got to witness the city in all its glory and that sure is not going to be my last visit.
Nikita Jain, the founder of Amama Jewelry, has the same fascination with Jaipur that I do. Her latest collection, featured here today, is curated keeping in line with the love she has for Rajasthan and all the inspiration comes from the pink city. Her label Amama came into being for the love of traditional jewelry. It was her grandmother that Nikita dearly called ‘amama’ who became her biggest inspiration. What makes me proud to be a part of this campaign, is how the collections are inspired from various Indian traditional centers, telling their own story, preserving what the previous generations have given us.
Now, where does the ghunghat come in here you ask? My family ancestors are from the Indian state of Uttar Pradesh and growing up, whenever we visited our relatives, my mom would cover her face with the end of her sari, as a sigh of respect to the elders. The veil culture is centuries old and what was started as a response to the Mughal foreigners and their filthy stares, later became a Hindu tradition of showing respect. A tradition that started in Rajasthan, soon spread to neighbouring states like UP, Bihar, and Haryana. The ladies in parts of Rajasthan still practice it and their chunky silver jewelry sits hidden behind the veil, unappreciated and ignored. This is where my inspiration came from. I decide to go a little deeper, take a little peak inside the ghunghat.
All Jewelry From Amama Jewelry
Photography and edits by The CoLab
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Until next time,