Ishita Gupta: Transgressing Embroidery from Fabric to Jewellery

Each design in the jewellery yard is distinguished, intricate and echoes the irrefutable finesse in hand-embroidered jewellery. The nodes are framed with sophisticated threads, adding a zest to the radiant stones. The secret of every sparkle added to the beads is how they are selected and handpicked at every occasion.

Ishita firmly believes in the classic simplicity of life with a hint of luxury. The same belief is brought forward by her brand Vaidaan. Each jewel is designed and transformed into a chic novel with a story that’s weaved through versatility. The complete piece indefinitely matches a distinct aura and acts as an extension of the wearer’s persona.

During her time at college, Ishita had an epiphany for creating something larger than life. To stay true to this idea, she continues to tread newer avenues in her line of work. Young, ardent and fearless as they come, Ishita extends her personality well to her collections. Her brand vision is always in line with these values.

To maintain the authenticity of the Indian craft intact, Ishita makes sure that each chosen stone is embroidered on a frame entirely made of thread. The exclusive process makes the jewellery evergreen and wards away any chances for rust. Moreover, since the presentation is as important as the product in the market, every box is designed by keeping in mind individual expectations.

Under her leadership, Vaidaan cultivates tradition and innovation in a way that the two complement each other seamlessly. The brand aims to form a legacy that lives on as a timeless piece of art and lauds your taste. Ishita and her team have set their eyes on revolutionizing how women look at jewellery around the world. They want to impart a feeling of warmth with every piece of jewellery that is designed in-house.

In October, Vaidaan became a part of the first FDCI phygital show, Lotus Makeup India Fashion Week SS’21. The brand showcased and participated in Artistar Jewels during the Milan Fashion Week in February 2018. There they won the Moving Tour to Belgium & Greece and had their jewellery displayed in various prestigious museums across the two countries.

Taking the brand ahead into the entertainment arena, Ishita has styled various celebrities from the Indian film and television industry. Sonam Kapoor, Shreya Ghoshal, Zarine Khan, Sana Khan, Krystal D’Souza, Sophie Choudhary, Neha Bhasin and many others have been seen sporting Vaidaan jewellery at numerous events. Furthermore, Ishita and her work have been covered by magazines like Vogue, Brides Today, Femina, Fitlook that might as well be the holy books of fashion. She was interviewed by the Good Place to Study to inspire other aspiring students in the same field.

Today, Vaidaan stands in a dominant position in the market, having collaborated with 30+ stores pan India like Aashni + Co, Creo, Kynaa, Ajiliya, Carma and others, all the while being regularly featured in various media outlets. The brand has carved itself a place in the industry by paying homage to the current niche of style and glamour.

Ishita is creating jewellery that helps women be expressive and stand out from the crowd. Bringing the ethnic and the western under one roof, she has positioned herself as an outlier. Her motto to create an emotional statement extends to her clothing line as well. With a plan to give due recognition to the Indian customs and techniques, Ishita is moving towards creating a holistic brand for women everywhere.

Website: http://vaidaan.com

Disclaimer: The views, suggestions and opinions expressed here are the sole responsibility of the experts. No Forbes India journalist was involved in the writing and production of this article.