Poonam Soni - The Original International Jewellery Brand from India

The influence of art is clearly evident in Poonam Soni’s jewelry and some of her collections have become global trends like the Greek and Egyptian, inspired by the Sistine chapel in Rome. Her art-inspired jewelry includes ‘monochromes’ when she collaborated with ace artist Lakshman Shreshtha to adorn his miniature painted canvases into bejewelled pendants and necklaces. Her collaboration with Nawaz Modi Singhania, using the latter's galloping horses to make jewelled wristlets got the stars and celebrities to the brand.

Poonam Soni’s Collections have consistently won global accolades and one of the biggest honours received by the brand was when the Spanish government offered patronage to her collection ‘Gaudi revived’ inspired by the Catalan architect Antony Gaudi's works in Barcelona. The Collection used architectural effects, painted stained glass and each piece was sold by an authenticity certificate by the Spanish government and even received patent rights.

BBC jet, the luxury channel from London, flew down for a day to interview this unique designer who had her own brand philosophy of being an exclusive and niche brand while refusing all investors to remain undiluted.

“There have been countless proposals from all over the world to invest in my brand as they believe in its inherent potential. And that exactly has been the prime reason for me to politely deny. I wish to keep my brand’s authenticity and exclusivity alive. I want it to remain ever exciting for my patrons and that won’t be possible if some investors turned it into too commercial a brand,” explains Poonam Soni while talking about how she remains the highly sought after jewelry designer even after having spent over three decades in the industry.

Her popularity is evident in facts like the Tahitian government publishing an entire magazine dedicated to her, chronicling her works. She was the first Indian designer to feature in TJIF, Italy, as a trendsetter. She endorsed gold for the World Gold Council in a series of videos and platinum for the Platinum Guild, London when she designed a unique, flamboyant Platinum collection, changing its “Tiffany’s” identity.

The commerce ministry of India launched a passionate project of GI (geographical indications) for the first time and Soni was invited to be a part of the same. With this project, Poonam Soni’s dream to help protect and enable the artisans to grow became a reality. She led the PMO’s “Make in India” campaign with jewelry seminars, contributed immensely to State Level Forums and worked towards the betterment of the industry.

With the evolution of a socially new market with a diversely changing thought process and economy - Poonam Soni has re evolved the brand with expansion into Fashion jewelry. She has also created a digital online platform and launched ‘Metamorphosis’ - an endeavour to create new designs from your existing Locker Jewels for her patrons from the last 3 decades.

She was honoured and awarded prestigious awards and became India's most felicitated designer. Her brand Is also the recipient of the De Beers’ Millennium award at the Louvre in Paris by Oppenheimer himself, bestowed on her elder daughter, Kriti Soni, who herself is a leading jewelry designer. Her younger daughter, Esha Soni has created a niche for herself in the Global fashion industry heading Ralph Lauren’s accessories department as Vice President in New York. 

Poonam Soni’s brand has an archived room of stories written passionately by the media nationally and globally. Today, the Poonam Soni brand is also ready to tell its own story as India’s first heritage luxury brand as the pioneer of designer jewelry in the land of passionate jewelry lovers, who would love to hear of their favourite designer compared to Coco Chanel by Svetlana  Kazakova of Instyle, Russia or the meeting with Linda Fargo, the stylish gate keeper of America’s biggest luxury destination, Bergdoff and Goodman.

As for why jewelry appeals so much to all women and you get an answer that is as witty as the lady herself, “I strongly believe that exquisite jewelry impacts each one of us at a personal, emotional and even professional level. If there is a woman who doesn’t feel this impact, I am yet to meet her!”

And so quips the creator of the original international jewelry brand from India, Poonam Soni.

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.